Christian Dior Case Study | Advertise on LinkedIn

Luxury French fashion house Dior needs no introduction. Synonymous with elegance and exceptional craftsmanship, the brand has been strutting its stuff on and off the catwalk since founding in 1947. But rather than rest on its laurels, Dior wanted to bring its sartorial prowess to the next generation of fashion followers by developing a marketing strategy that would grow year-round brand awareness, lasting beyond key moments such as Christmas and Valentine’s Day. It also wanted to build on its legacy and position itself as a thought leader on craftsmanship by giving audiences both a glimpse inside the famed Dior ateliers and front-row seats to its coveted fashion shows.

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.

About

Welcome to Christian Dior Couture, House of Dreams, House of Talents. Christian Dior was the designer of dreams. In founding his House in 1947, marked by the revolution of the New Look, he metamorphosed his reveries into wonderful creations. His visionary spirit never ceased to make Clients all over the world feel more beautiful, an inspiration for his successors to this day. Christian Dior Couture, the House of Dreams, is recognized for its French heritage & vibrant culture sublimating its unique Savoir-faire and Creativity through empowering "metiers d’art”. Our Maison is a destination for sustainable growth & success where we shape the future of our Talents in a positive, authentic & generous environment. We bloom & deliver excellence with passion, determination, courage & optimism to offer meaningful & daring codes. Rich in exceptional heritage, with a community of more than 8.000 talents, our House embodies Christian Dior’s “House of Talents” today more than ever.

INDUSTRY: Luxury

NO. OF EMPLOYEES: 8000

HQ LOCATION: Paris, France

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Gary Pinagot

Social Media and e-Reputation Director
Dior

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360-degree communication and audience segmentation help Dior reach new audiences
A consistent, targeted campaign strategy creates better visibility across numerous product launches and fashion collections.

The Challenge: Making sure a fashion house with an illustrious heritage stays top of mind and connected with current and future customers

The Solution: Brand awareness campaigns that make use of audience targeting

Why used LinkedIn?

The Results: Consistent communication and audience segmentation delivers engagement lift

360-degree communication and audience segmentation help Dior reach new audiencesA consistent, targeted campaign strategy creates better visibility across numerous product launches and fashion collections.

The Challenge: Making sure a fashion house with an illustrious heritage stays top of mind and connected with current and future customers

The Solution: Brand awareness campaigns that make use of audience targeting

Why used LinkedIn?

The Results: Consistent communication and audience segmentation delivers engagement lift

360-degree communication and audience segmentation help Dior reach new audiences
A consistent, targeted campaign strategy creates better visibility across numerous product launches and fashion collections.