27 Nov '12, 8am

Louis Vuitton personalizes Facebook marketing through notifications

Louis Vuitton personalizes Facebook marketing through notifications

L’Invitation au Voyage behind-the-scenes video French label Louis Vuitton is sharpening its Facebook strategy for the multichannel L’Invitation au Voyage campaign through personalized notifications to its application users that ask them to watch a behind-the-scenes video. Users received a Facebook notification Nov. 26 that included their first name in the message. The notification lead them to the L’Invitation au Voyage app where the 85-second video is now available. “Sponsored notifications have been a somewhat controversial medium, facing criticism from users because of their intrusiveness,” said Yuli Ziv, founder/CEO of Style Coalition , New York. “Therefore, it is a bit of a risky move for a brand so protective of its image. “As luxury brands focus more efforts on creating aspirational video content, the competition for viewers’ attention becomes stronger,” she said. “...

Full article: http://www.luxurydaily.com/louis-vuitton-personalizes-fac...

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