There’s a reason Gucci doesn’t do infomercials for tiger print duffels. That Equinox doesn’t offer a discount for January first’s newly health-obsessed. That anthropomorphic Hamsters break dance in front of Kia Souls instead of Range Rovers.
Advertising x Branding x Luxury
Advertising for luxury brands tends to focus on, well, luxury. The happiness they inspire. The quality. The sheer opulence that becomes a piece of one’s life when he or she buys free-range leave-in conditioner infused with dolphin tears, or an ornate bottle of some top-shelf botanical cordial.
Whether you’re storyboarding a TV spot or building out an ad group in Google Ads (the artist formerly known as AdWords), your target audience needs to feel as though your product or service is a physical manifestation of luxury.
Here are the top five strategies for advertising luxury brands in brief:
Exclude unqualified audiences using words like "cheap" and "free" from viewing your ads
Advertise on Bing to capture their older, more affluent user base
Attract the right customer with elevated ad copy
Target ads based on user income level
Use dynamic remarketing to lure prospective buyers back