Champagne, Caviar & Content: How Canyon Ranch + AZDS Approach Content Marketing for Luxury Brands

Adam DeflorianCEO of AZDS

Joshua SurridgeCorporate Digital Marketing ManagerCanyon Ranch

Challenge OneCreation of content that is share-worthy (authenticity)

Solution OneA-U-R-A

Challenge TwoCreation of content that will ultimately transact a sale

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The sale is added value

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Solution TwoEarn the right to ask for the sale – and then ask!

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Challenge ThreeEmpathy

What makes content sharable?

Source: The Guardian

Source: The Guardian

Solution ThreeSomething only humans can do

Challenge FourPlanning your tests and learnings at the beginning

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general CTA vs. specific CTA

Behavior per acquisition channel?


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Solution Four“A journey of a thousand miles begins with a single step.” –Lao Tzu

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Challenge FiveDistribution channels for content

Solution FiveBuzz Sumo, Inky Bee, Influencer Outreach

Challenge SixMeeting expectations for modern, grounded luxury


What is modern, grounded luxury?

What is modern, grounded luxury?Meaningful moments | impactful experiences


The freedom of the curated best



Getting everything you want and nothing you don’t




Luxury that is felt, not perceived





Exclusivity that is bounded by taste, not solely by means





Exclusivity that is bounded by taste, not solely by means

Highest quality materials rather than excess of status symbols

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Solution Six“It takes two to speak the truth – one to speak and another

to hear.” –Henry David Thoreau

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Marketing