Strike a pose. Strut your stuff. Crush the objective.
VML — one of the vital awarded inventive companies on the planet — knew after they partnered with Louis Vuitton for Paris Vogue Week, they needed to do extra than simply get likes and feedback — they needed to create a way of exclusivity, a way of connection, a way…of high-fashion intrigue.
The problem: How do you seize the creativeness of an viewers of LV’s 55 million Instagram followers meaningfully?
To get there, they constructed a totally hands-off Instagram DM automation that turned informal followers into content-loving fashionistas.
Now, they’ve a groundbreaking marketing campaign and tons of business buzz to indicate.
In two phrases? That’s sizzling.
How’d they do it?
Let’s discuss it.
The “Unseen Magic” Strategy
First, you is likely to be questioning: Who the heck is VML?
Let’s hear it from them! “VML is a number one inventive company that mixes its model expertise, buyer expertise, and commerce to create linked manufacturers and drive progress.”
However other than that, somewhat historical past: VML shaped from a combo of two of the most-award-winning inventive companies on the planet —Wunderman Thompson and VMLY&R— so clearly, they’re no spring hen in terms of collaborating with big-name shoppers.
When well-known vogue home Louis Vuitton needed to lift consciousness round their Paris Vogue Week present — let’s name it the “Daytona 500 of Vogue” — they turned to VML to create one thing tres stylish.
And VML, for his or her half, knew simply what to do.
They turned to us, Manychat, to launch an Instagram DM automation that created personalised vogue present tickets for Louis Vuitton followers. And it completely rocked all the flamboyant socks off of their fashion-forward viewers.
The Private Contact
As Louis Vuitton needed to foment as a lot hype as attainable for his or her upcoming vogue present as attainable, VML ditched the drained previous “watch our story” technique and leveled up with an interactive DM automation — sliding customized tickets straight into followers’ DMs like a VIP hookup with their deal with/title on the ticket.
The outcomes? Oh, simply 21,000 tickets despatched. No biggie. Simply casually filling a small stadium.
How they did it
Step 1: Louis Vuitton posted a narrative on their Instagram account inviting followers to get a personalised ticket to their vogue present.
Step 2: When followers interacted with the story, Manychat mechanically despatched stated ticket with the date and time of the style present to the followers’ DMs. (Now that that they had their data, additionally they reminded of us on the day of, importantly.)
Step 3: The ticket served as a brag-worthy shareable asset and a sensible reminder of when to tune in to the present.
Step 4: The marketing campaign established a vibe of exclusivity and private connection between the model and its viewers.
The outcomes
Morgane from VML defined, “After we noticed the primary actual invite despatched, it was a very thrilling second. One minute after the story, to see the variety of messages that had been despatched…it was superior to see folks use the activation and stay this expertise and possibly really feel an emotion to be linked with the model.”
When Louis Vuitton Slid Into the DMs
Luxurious manufacturers have lengthy confronted the problem of sustaining the aura of exclusivity whereas increasing.
This marketing campaign solved the difficulty by creating what economists name “mass exclusivity” — the place every follower acquired one thing personalised that felt particular, although 1000’s acquired comparable experiences.
“The personalised ticket created an intimate second between the model and client,” stated Dr. Vanessa Wu, a luxurious client psychologist at INSEAD. “Recipients felt individually acknowledged by a prestigious model, triggering the identical neurological reward responses as unique in-store experiences.”
What Occurs When a Luxurious Model Acts Like a Creator?
This outstanding marketing campaign translated Louis Vuitton’s values — craftsmanship, personalization, and a focus to element — right into a digital format. Quite than broadcasting content material, the DM automation recreated the sensation of a hand-signed invitation historically reserved for Vogue’s most elite.
Straightforward to see why that may work, proper? Let’s hit this level residence.
Why this works
- The previous method: Submit a narrative or announcement and hope followers bear in mind to tune in.
- The brand new method: Create a personalised asset that makes followers really feel particular whereas serving as a reminder of the occasion.
Behind the scenes
Essentially the most irritating a part of the marketing campaign?
“It was positively irritating to attach an account with 55 million followers,” stated Morgane from VML. “Some account managers at Meta had been knowledgeable in regards to the marketing campaign and requested their builders workforce to not block something in the event that they observed suspicious exercise on the account.”
The workforce even did a delicate launch throughout the company, asking colleagues to check the expertise exactly to make sure a manageable workload. Why not battle-test stuff earlier than it goes stay, particularly with a worldwide model?
And when every part went off and not using a hitch? “There was this second when every part is sweet,” stated Celine from VML. “It was an excellent second.”
A type of instances to lift a glass. 
What’s subsequent?
For VML, the marketing campaign proved that even probably the most premium manufacturers can construct genuine, one-on-one relationships with their viewers — proper the place they spend their time: on social media.
“This operation reveals manufacturers that it’s attainable proper now to have interaction folks in a different way on social media,” Morgane stated. “Not simply by having some likes or feedback on tales or posts. You’ll be able to create experiences inside social media, inside DMs, and it’s actually cool.”
Seeing a model as extremely considered Louis Vuitton join instantly with folks on Instagram didn’t simply drive outcomes; it sparked inspiration. Luxurious now not means distance. Now, even heritage manufacturers are having private conversations at scale.
They should, as mediums change, and folks need the connection.
The ultimate outcomes
Except for the 21,000 tickets, VML didn’t simply create a marketing campaign that crushed — they pioneered a brand new method for luxurious manufacturers to consider cozying up with their followers in actual methods.
And the most effective half? They did it in simply three weeks from temporary to deployment.
“If we’re ready to try this, we’re in a position to do something we wish,” Morgane stated.
(We don’t hate it.)
Use us Too! (Right here’s how)
Step 1: Join Manychat (oh, did we point out it’s free?!)
Be part of 1.5 million+ customers and join a risk-free trial.
Step 2: Construct your first automation (We’ve acquired templates.)
Select from one in all our ready-to-go templates and get it up and operating earlier than your espresso shot even kicks in.
Step 3: Safe the bag! 
No, actually. Get extra engagement and create connections along with your viewers each time you submit. We consider in you.
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