Louis Vuitton scored a marketing touchdown with their viral chess campaign featuring football superstars Cristiano Ronaldo and Lionel Messi. The Annie Leibovitz-shot image, released just before the World Cup, exploded on social media, amassing a record 65 million likes on Instagram.
It was a stroke of genius on several levels. First, it capitalized on the pre-World Cup buzz while cleverly side-stepping the event's controversies. By focusing on sportsmanship and rivalry-turned-comradery, Louis Vuitton created a positive story that resonated broadly. Second, featuring the two most popular athletes in the world guaranteed massive attention. The image tapped into existing fan loyalty and sparked online buzz amongst chess enthusiasts who recognized the mirrored play from a famous match.
Strategically, this campaign was brilliant. It generated an estimated $13.5 million in online buzz with minimal effort and reinforced Louis Vuitton's heritage and exclusivity through a revival of their "Core Values" campaign. The broad appeal, targeting different consumer segments, further strengthened the brand's position.
While Louis Vuitton maintains their World Cup partnership with the trophy case and capsule collection, they wisely avoided direct promotion amid the surrounding controversy. This calculated move cemented their image as a brand that plays smart, prioritizes positive messaging, and ultimately wins the hearts (and likes) of the online world.
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