There was a time not to long ago when brands on YouTube usually appeared in the form of pre-roll ads or sponsored vlogs. Not anymore. Today’s big brands now recognise the power of creating an effective video marketing campaign specifically for the platform in order to reach out to newer markets while increasing sales, and that includes the new LVTV by Louis Vuitton.
First reported by WWD, the LVMH-owned brand has announced the launch of LVTV, a new section of its YouTube channel focused on entertainment. The channel will offer viewers the chance to glimpse life behind the scenes at the heritage company, featuring clips from inside its storied ateliers and fashion shows. The first slew of videos sees Hollywood star Emma Stone getting ready for the 2019 Oscars and supermodel Karlie Kloss sharing her tips on ‘the art of packing.’ “Riverdale” star Madelaine Petsch performs ASMR with the label’s accessories and Chloë Grace Moretz gets ready for the 2019 Met Gala, while film director Loïc Prigent takes viewers behind the scenes of the label’s 2020 Cruise show.
The move is in keeping with a wider trend for fashion and beauty brands to double down on YouTube content as a way of engaging audiences. Last month, the British Fashion Council launched a new video series matching London-based fashion designers with musicians for an informal Q&A context, while the skincare brand SK-II recently launched a tongue-in-cheek web series.
This story first appeared on AFP Relaxnews