LVMH deploys extensive social media campaign to promote ‘Private Days’ initiative

By

Olivier Guyot

Translated by
Nicola Mira

Published
Jul 5, 2018

The LVMH group will open to the general public the doors of its ateliers, wine cellars and manufacturing sites, in the fourth edition of its 'Journées Particulières' (Private Days) initiative. The event, which promotes the image of the group's maisons, was first launched in 2010, and currently involves 78 venues for 56 LVMH brands worldwide. For LVMH, it is a great opportunity for transparency and for media communications.

“We promote the value of our artisans’ work,” said Antoine Arnault, the group’s head of communication and image. “We are sometimes seen as exclusively focused on profits and performance. From our own perspective, it’s just a consequence of the work we do. Performance does underlie our thinking, but we take decisions based on notions of creativity and aspiration,” he added.

To spark these aspirations, and before unveiling the LVMH labels’ exceptional expertise from October 12 to 14, the group has devised a specific media strategy.

Poster and magazine campaigns have been planned in France, Switzerland and Italy one month ahead of the event, both nationally and close to key venues. The campaigns invite the audience to “open the door”, showing the picture of a keyhole through which craftsmen at work can be glimpsed. The picture is featured in several colourful versions, each linked to a specific craft.

Additionally, digital communication tools are being deployed too. Through the same keyholes, short videos can be viewed, in a social media campaign aimed at encouraging the audience to visit the ateliers.

A website for the initiative is already accessible, featuring a geolocation service which enables users to find the LVMH locations closest to their homes or week-end destinations. By registering on the site, users will be able to view venue presentations and receive alerts on the availability of priority-access tickets. The upgrades to the event’s website and especially the extensive social media presence are both proof that digital tools have the lion’s share of the communication budget for this edition.

In addition, a series of podcasts have been produced for ‘Private Days’, so that the public can get to know the artisans and hear the sounds of their workshops.

It is a new element in the initiative’s, and the LVMH labels’, social media strategy before and during the three ‘Private Days’, which will be further enhanced by surprises such as the presence of a designer on site, various cocktail parties and the possibility for the public to try their hand at specific crafts.

Great opportunities for networking with visitors and sharing widely on social media, and an important platform for boosting the group’s reputation. Altogether, the brands and labels owned by LVMH have more than 100 million social media followers.