Dolce & Gabbana - Social Media and Influencer Marketing
Dolce & Gabbana can be found on most social media platforms including Instagram, Twitter, Facebook and Youtube. It is through these accounts, that they advertise and market their products. Their most popular social media account is Instagram with 19.3 million followers, 18.9 million more than their smallest social media account Youtube, which has a total of 331.3k subscribers.
It is not unusual that Instagram is their most popular social media account, as this is a pattern that can be seen across most fashion brands, because they are able to visually communicate their brand image to the public. Everyday Dolce & Gabbana posts an average of three posts, which may be images of recent campaigns, runways, behind the scenes of shows, magazine covers and videos of how some products are made. This wide range of content featured on the account allows people to create a relationship with the brand.
Dolce & Gabbana has a high engagement on their Instagram, with their average amount of likes being around 30,000. However, research has shown that images of their campaigns have a much higher amount of likes, sometimes even reaching 100,000 likes. As well as having an estimated daily average of followers of 4000.
References
Exane .(n.d.). Number of social media actions generated per post by top luxury brand influencers during 1st quarter 2017. In Statista - The Statistics Portal. Retrieved January 24, 2019, from https://www-statista-com.hallam.idm.oclc.org/statistics/246866/luxury-brand-social-media-buzz-top-influencers/
Mower, S. (2019). Dolce & Gabbana Fall 2017 Ready-to-Wear Fashion Show. Retrieved from https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/dolce-gabbana
Retrieved on January 24, 2019, from https://www.instagram.com/dolcegabbana/?hl=en
Retrieved on January 24, 2019, from https://twitter.com/dolcegabbana?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
Retrieved on January 24, 2019 from https://www.facebook.com/DolceGabbana/
Retrieved on January 24, 2019 from https://www.youtube.com/channel/UCnsNsFAFPvFwpbaHJf2JtCQ
Retrieved on January 24, 2019 from https://socialblade.com/instagram/user/dolcegabbana
It is not unusual that Instagram is their most popular social media account, as this is a pattern that can be seen across most fashion brands, because they are able to visually communicate their brand image to the public. Everyday Dolce & Gabbana posts an average of three posts, which may be images of recent campaigns, runways, behind the scenes of shows, magazine covers and videos of how some products are made. This wide range of content featured on the account allows people to create a relationship with the brand.
Dolce & Gabbana has a high engagement on their Instagram, with their average amount of likes being around 30,000. However, research has shown that images of their campaigns have a much higher amount of likes, sometimes even reaching 100,000 likes. As well as having an estimated daily average of followers of 4000.
The brands twitter uploads tweets containing the same images that are uploaded to their Instagram, with both often using hashtags so they can be engaged with and found more easily. However, D&G's twitter has an average like 200 and videos on twitter seem to do better having a higher amount of likes of around 600.
On the other hand, Dolce & Gabbana's Facebook page has a much higher amount of followers compared to twitter with leads to them also having an increased amount of likes on the majority of their posts and some having a similar amount to twitter.
Even though it is Youtube which has the least amount of subscribers, it is here where they show their full campaign videos, behind the scene films and even videos showing how some of their products are made. The majority of the videos on their Youtube have under 10k views, but there is often a sharp increase for full runway shows and when a influencer is featured in a campaign. For example, 'The Only One - The Film' featuring Emilia Clarke has 519k view and Dolce & Gabbana's Spring/Summer 19 Women's show has 493k views.
The fact that the video featuring a celebrity has an increased social engagement compared to may other of their ads, shows that their use of influencers is helping to expand their consumer demographic, as people are more likely to buy from a brand who use celebrities that the support. Other influencers and celebrities that Dolce & Gabbana have used in their campaigns have included Ashley Graham, Cameron Dallas, Luka Sabbat, Sofia Richie and Kit Harrington. Furthermore, D&G have also had runways shows were the models that walked were all celebrities and influencers.
The graph below shows data from the number of social media actions generated per post by top luxury brand influencers during the first quarter in 2017. Dolce & Gabbana was in the top five brands with Cameron Dallas. They had 742,342 actions per post, compared to Celine's 1,182,087 with Kim Kardashian. This signifies the important use of influencers in advertising.
Exane .(n.d.). Number of social media actions generated per post by top luxury brand influencers during 1st quarter 2017. In Statista - The Statistics Portal. Retrieved January 24, 2019, from https://www-statista-com.hallam.idm.oclc.org/statistics/246866/luxury-brand-social-media-buzz-top-influencers/
Retrieved on January 24, 2019, from https://www.instagram.com/dolcegabbana/?hl=en
Retrieved on January 24, 2019, from https://twitter.com/dolcegabbana?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
Retrieved on January 24, 2019 from https://www.facebook.com/DolceGabbana/
Retrieved on January 24, 2019 from https://www.youtube.com/channel/UCnsNsFAFPvFwpbaHJf2JtCQ
Retrieved on January 24, 2019 from https://socialblade.com/instagram/user/dolcegabbana
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