Luxury brand marketing: Socially affluent

Steve Yi

This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach.

Luxury brand marketing: Socially affluent

Steve YiGrey Group Korea

When brands want to access luxury consumers on social media, a targeted platform like Twitter is more appropriate than a mass-media one like Facebook, argues Steve Yi of Grey Group Korea.

Defining the luxury brand consumer in a tangible 'grouping' from which a marketer can construct an accurate and relevant targeting strategy is innately difficult. The 'grouping' tends to use terms like 'VIP', 'VVIP', 'HNWI', the 'Affluent', and other cognomens that can lump a successful restaurant owner with a business magnate in the same group, showing how ridiculously impossible it...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands