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Nov. 14, 2024
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Publishing

Did content keep the goodwill going for luxury brands during the lockdown?

June 18, 2020

Salvatore Ferragamo ran an Instagram trivia game to entertain consumers on COVID-19 lockdown. Image courtesy of Salvatore Ferragamo Salvatore Ferragamo ran an Instagram trivia game to entertain consumers on COVID-19 lockdown. Image courtesy of Salvatore Ferragamo

 

By Dianna Dilworth

As countries initiated lockdowns to prevent the spread of COVID-19, many luxury brands backed off on ads and turned to engaging content in a strategy that aimed to soothe consumers during distressing times.

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  1. Ferrari teams with Paramount Pictures ahead of ‘Gladiator II’ premiere
  2. Luxury Unfiltered: Crisis or opportunity? Why luxury brands must focus on strategy, not fear
  3. Viceroy Hotels debuts narrative-driven brand identity
  4. In Geneva, Christie’s records new high with Aga Khan emerald
  5. Art to comprise 11pc of UHNWI portfolios by 2026: Bank of America
  6. ‘Hermès in the Making’ pop-up continues world tour in Zurich
  7. Belmond to launch new luxury sleeper train in England, Wales
  8. Capri Holdings, Tapestry abandon plan to merge
  9. Diageo launches new division for luxury brands, experiences
  10. Meta drops price on paid subscription tier in EU
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