Tasked with performing a consumer social media comparative brand audit to understand how social media marketing was being used in the Luxury Goods market. The audit's objective was to compare select aspirational Brands and to qualify the level of strategic use, execution and success each may be experiencing.

1. • Goal
Tasked with performing a consumer social media
comparative brand audit to understand how social
media marketing was being used in the Luxury
Goods market.
The audit's objective was to compare select
aspirational Brands and to qualify the level of
strategic use, execution and success each may be
experiencing.
From the insights and intelligence gathered, it was
Swarovski’s goal to deeper reflect on its own social
media efforts as a step to review and refine internal
strategies and tactics to realize enhanced
community engagements with greater online
consumer resonance and brand influence.
COMPARATIVE BRAND AUDIT
CASE STUDY

2. • Solution
The process and methodology was custom
designed using a 17-step analytical model to meet
the project parameters. Seven Luxury brands were
selected to be included in the audit (Louis Vuitton,
Coach, Thomas Sabo, Tiffany & Co., Cartier, H&M,
Pandora).
Each Brand was studied over a 90-day period
sampling more than 1.5 million data points across all
global geographies.
Analysis included:
 Brand objectives, strategies, overall performance,
brand resonance
 Execution strengths and weaknesses, best
practice benchmarks, social missteps
 Content marketing, customer experiences and
sentiments, calls to action
 Online and offline linking integration, localization
 Campaign use, innovation and success
 User engagements
COMPARATIVE BRAND AUDIT
CASE STUDY

3. • Results
The study produced a comprehensive review for
each selected Brand and provided detailed brand
and consumer insights on social media use and
execution.
Swarovski was able to use the insights to implement
a number of quick refinements in its own social
media programs with added benefit for planning
longer-term strategic changes.
Short-term adjustments made included:
 Adopted a number of peer best practices
including a more focused effort with building
community engagements on local levels
 A revised and expanded content marketing
strategy by implementing more targeted
campaigns using brand ambassadors
 Developed tighter integration across all social
media channels with cross promotion tie-ins
 Initiated a blogger influencer marketing program
 Expanded social media execution KPIs for
monitoring business impact relevance
COMPARATIVE BRAND AUDIT
CASE STUDY