Case study: Hermes tells social story to promote winter catalogue

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Hermès launched a new Facebook video campaign to promote its winter catalogue. This case study highlights how the luxury clothing retailer used an engaging story told through social media to boost sales.

Brand: Axe/ Lynx/Unilever | Sector: FMCG, Healthcare | Country: Global | Agency/Partner: BBH London / Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral


The video follows the shopping process of a woman who flips through the catalogue, orders her Hermès goods and then daydreams as she waits for her packages to arrive.

Fans can follow the story through a link on the brand’s Facebook page where a video on the landing page shares a story with a catalogue.

Fans are also invited to follow along with a story on Hermès’ Facebook page. The post includes a quote that reads, “They’re on their way. Right now they’re hidden behind that gigantic cloud” and a black-and-white photograph of a woman looking out a window.

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