360-degree communication and audience segmentation help Dior reach new audiences

From haute couture gowns to watches, sunglasses to suits, Dior has an enviable collection of products to its name. But getting each of these items in front of the most appropriate individuals means singling out the right people. By building an audience framework, Dior is now able to address key male and female audiences separately and target users with an affinity to high fashion and luxury goods. With its audience sorted, Dior laid the foundations for growing its footprint (and lowering costs) over time with a content strategy that mixes seasonal and evergreen messaging. Combining consistent audience engagement with campaign-based marketing means Dior can stay top of mind throughout the year.

LinkedIn targeting tools enable Dior to segment its audiences based on traits such as seniority and job roles, meaning the brand can target its latest menswear campaign at male CXOs, or a behind-the-scenes video of the Caro handbag being made at female partners and VPs. Leveraging a range of ad formats, from brand ambassador storytelling videos to product-focused carousels, also allows Dior to communicate with its audiences in fresh and authentic ways. By focusing on video in particular, Dior can create immersive experiences that not only grow brand awareness but boost engagement around campaigns.

By experimenting with content formats, Dior has positioned itself as a thought leader in craftsmanship, helping to grow brand awareness, loyalty and capture the imagination of audiences while encouraging them to invest and follow the brand’s story. From livestream unveilings to ‘making-of’ videos that showcase the craftsmanship behind its products, Dior gives customers a complete 360-view of its collections, enabling them to feel part of the process.