Harrods: Evolving Luxury Marketing for Today's Generation

A Lesson in Luxury Brand Marketing Strategy

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The Harrods brand is deeply rooted in tradition, timelessness, and luxury. Thus, as social media quickly became an increasingly important vehicle for brand awareness and site traffic, the brand was posed with the challenge of leveraging the power of these channels while shifting its approach to content. Find out how the team uses Dash Hudson to make data-backed decisions to fuel their luxury brand marketing strategy.

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Historically, Harrods had repurposed much of its highly-polished magazine content on its social channels. However, with the help of Dash Hudson, new content creation directions have been identified, thanks to the tool’s comprehensive reporting and data insights. Today, the social team is more hands-on in the content creation process than ever before, highlighting to the business the value of social-first formats: everything from short-form video (IGTV and Reels) to lo-fi, behind-the-scenes snaps. With better insight into audience preferences and a way to easily track KPIs, the team is able to test these new content styles and formats with minimal risk.

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Staying Ahead of Top Competitors 

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In an increasingly saturated market, it’s vital for brands to stand out among the competition. The competitive insights from Visual IQ allow Harrods to monitor competitor accounts and break down what drives engagement for the most important players in their industry. They can identify trends in different types of imagery and frequency, plus get predictions for how new styles of content would perform on their own account.

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"I love Visual IQ as an immediate way to see the content that is driving the most engagement. It provides me with quick wins that I can share with our Creative teams. Tracking strong content from best-in-class competitors is an important part of understanding the customers we share."

Jodie Blackbrough,
Head of Digital Content

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Boost Traffic from Social

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As a business that functions online and in-store, Harrods is tasked with directing consumers to the brand’s website in both an e-commerce and editorial capacity. LikeShop is the perfect partner to take followers from profile to checkout, landing page, or another storytelling piece that propels them further along the journey to storefront, pop-up, or installation. The brand can track clicks and conversions, and closely monitor click-through rate to get the full picture on campaigns and initiatives that inspire user action.

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"LikeShop has been really successful in driving traffic to harrods.com. We’ve seen an uplift in both product views and click-through rates. This is definitely an area we want to develop."

Jodie Blackbrough,
Head of Digital Content

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