luxury brand Loro Piana finds perfect partner in comedy creator the "Gstaad Guy”
| samual joseph, CRO
February 2024
the TDLR
Italian luxury brand Loro Piana takes a leap into the unknown with an unexpected influencer collaboration, but one built on social listening and backed with data and insight.
luxury meets comedy - a meeting of two worlds.
Ultra luxury Italian clothing and textile brand Loro Piana recently went all in on a partnership with a comedy content creator. On the surface a strange match, but in reality a match made in heaven.
They partnered with "Gstaad Guy", a creator who makes funny videos playing a character living an overly lavish lifestyle, and who's favorite brand is... Loro Piana. According to the creator, the accounts' following includes a number of HNWIs, including billionaires and leaders of states - making it a rare opportunity to organically reach such a hard to pin down demographic.
Loro Piana, to their absolute credit, jumped at the opportunity. They created an exclusive product line that sold out in hours and were the fastest selling products in the brands history.
“Luxury brands historically are often a lot stricter with who they partner with, and are extremely protective over their brand image”
This partnership was a huge leap of faith for Loro Piana, a colossal jump into the modern day world of influencer marketing.
On the surface, it makes total sense - a no brainer. But these ideas can easily be left on the meeting room table, destined to never see the world. I'm sure this partnership would have been scrutinized in a million different ways, from top to bottom. Congratulations to all involved.
in summary,
sometimes the obvious answer is the right one, but it still often requires a level of bravery to make it happen.