REINVENTING VIDEO ADVERTISING

LUXURY BAROMETER March 2015

Data from March 1st - 31st

SUMMARY 35 brands, March 2015 data

23 brands, March 2015 data

Louis Vuitton was watched the most (over 1million views), but Hackett London was the most interacted-with (2.7%), followed by Chanel and D&G. Chanel stands out by having 5 best performing videos, three of them belonging to the series Rouge Coco with Keira Knightley and one exceeding 18 minutes’ length.

•  New York Fashion Week strongly influenced mostly fashion brands’ social media activity

•  Content trends evolved mostly around technology (HYT,

Breitling), sports sponsorships (Tag Heuer, Hublot, Hackett London) and artistic content (Stella McCartney, Gucci, Louis Vuitton, Bally)

•  Some brands progressively step away from Facebook, with the tech giant shutting down inactive accounts such as JCrew’s

•  Fashion & Beauty videos were watched the most, while Watches & Jewellery saw high interaction rates but a more niche positioning

•  Very long content across best-performing videos in fashion (Chanel, Dior, Moncler, Versace) while watches & jewellery brands generally feature shorter videos

Instagram,

YouTube, Facebook

Fashion & Beauty

Watches & Jewellery

Watches & Jewellery have strong interaction rates, with Tag Heuer achieving 4.3%. Bulgari and Hublot performed very well in terms of views. While Hublot counts the highest number of posts on Facebook (86 publication), Rolex is very popular on YouTube, counting the highest number of subscribers in the category (29k).

Valentino

Balenciaga

Bally

Bottega Veneta

Stella Mccartney

Hackett

Alfred Dunhill

Ermenegildo Zegna

J. Crew

-20

-10

0

10

20

30

40

50

60

70

80

90

-200,000 -100,000 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000

+13

+12

-5

-6

-8 -6

+6

-8

-15

MARCH vs. FEBRUARY VARIATION – POPULARITY MAPPING

Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Shares+ Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers

Bally, Hackett London and Balenciaga show a positive variation. Bally saw the largest increase from February to March, climbing 13 positions in the ranking of combined Act iv i ty, Popular i ty and Performance and rising to the top 30 best performing brands thanks to a combination of video content and interactions. Louis Vuitton, Chanel, Gucci and Christian Dior perform best but show little variation vs. February, as goes for Burberry and Michael Kors.

Performance

Act

ivity

Bubble size : Popularity

*The popularity mapping represents the brands’ variation in a ranking that combines Activity, Performance and Popularity for Fashion & Beauty brands. *The popularity mapping only includes brands that varied of more than 3 positions.

TOP VIDEOS - COMBINED VIEWS & INTERACTION RATES

Source: YouTube and Teads Labs

Most videos in the top 10 showcase the brands’ fashion shows for Spring / Summer 2015. Louis Vuitton and Hackett performs best per views and interaction rate respectively with Louis Vuitton Women's Fall 2015 Fashion Show Highlights and Hackett London & Williams Martini Racing = The Coolest Pitstop Ever

Chanel manages to have three of the videos from the series Rouge Coco featuring Keira Knightley on the best performing videos; the best Chanel video in views and interaction rates is Fall – Winter 2015/16 Ready-to-Wear CHANEL Show, which is remarkable given the considerable length of 18.11 minutes.

2,095,746

827,999 631,952 557,011

393,612 375,434 218,137 169,287 147,809

76,519 0.1% 0.3%

2.7%

0.1% 0.1%

0.9%

0.1% 0.2% 0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Louis Vuitton Women's Fall 2015 Fashion

Show Highlights

Lykke Li & the Lady Web |

Gucci Spring 2015

Hackett & Williams Martini Racing = The

Coolest Pitstop Ever

Bally and SingTank in

"Coming Down" - Teaser

Dior women's collection

AW2015/16 Show - Best Of

Fall-Winter 2015/16 Ready-

to-Wear CHANEL Show

Cressida Bonas for Mulberry

Teaser

The Chloé Fall-Winter 2015 Runway ? Highlights

Only The Brave - Original & Tatoo

fragrances - Long ed.

Moncler Gamme Rouge Fall-

Winter 2015/16 Show

Louis Vuitton Gucci Hackett Bally Christian Dior Chanel Mulberry Chloe Diesel Moncler

2’54’’ 2’02’’ 1’12’’ 0’32’’ 6’37’’ 18’11’’ 0’35’’ 1’47’’ 0’55’’ 11’12’’

TOP VIDEOS PER VIEWS AND INTERACTION RATES

Views Interaction rate

à 7million total views in March. Louis Vuitton and Gucci perform very well despite only publishing 3 and 2 videos respectively, while Chanel is the 4th most active brand with 8 videos published in March. Louis Vuitton owes its success to the most watched video in the category. Gucci benefits from partnering with singer Lykke Li, while Chanel balances long video content (fashion shows) and short 15-second videos featuring actress Keira Knightley, running in auto play one after the other. Share of Views = Brand’s YouTube Views / Total Views

SHARE OF VIEWS AND INTERACTION

30.7%

15.7%

11.4% 9.2% 8.3%

6.6% 4.3% 3.3% 2.5% 2.2%

6.0%

0%

5%

10%

15%

20%

25%

30%

35%

Louis Vuitton

Chanel Gucci Hackett Bally Christian Dior

Mulberry Coach Chloe Diesel Others

BRANDS’ SHARE OF VIEWS

29.3%

19.4% 16.4%

6.1% 4.4% 4.2% 3.9%

2.3% 1.9%

12.1%

0%

5%

10%

15%

20%

25%

30%

35%

Hackett Chanel Alexander McQueen

Dolce & Gabbana

Versace Coach Gucci Balenciaga Burberry Others

BRANDS’ SHARE OF INTERACTIONS

à 116k interactions, average of 5.3% interaction rate. Hackett London owns the highest share of interactions with just one video that also performs well in terms of views. Versace also ranks 4th with its only video, the 12-minute long Versace Women’s FW15-16 Fashion Show. Chanel gets the 2nd place by share of interactions with 8 videos, Alexander McQueen follows with just 4 videos. Share of Interactions = Brands’ YouTube Interactions/ Total Interactions

The most watched video on YouTube was released by Louis Vuitton on the 13th of May, 2015. The LV’s Women’s Fall Fashion Show presents some highlights of the new collection at the Louis Vuitton Foundation. Title: Louis Vuitton Women's Fall 2015 Fashion Show Highlights Video Length: 2’54’’ Number of views: 2,095,746 Number of interactions: 466 Interaction rate: n/a

Hackett London owns the video with the highest number of interactions and interaction rates. The 1’12’’ long video: Hackett London & Williams Martini Racing = The Coolest Pitstop Ever, celebrates the partnership between Hackett London and Williams F1 in a unexpected style to the pit-stop at Circuito De Jerez in Spain. Title: Hackett London and Williams Martini Racing = The coolest Pitstop Ever Video Length: 1’12’’ Number of views: 631,952 Number of interactions: 16,999 Interaction rate: 2.7%

TOP VIDEOS

Chanel ranks 1st in popularity with the highest number of YouTube and Facebook fans (18M). The brand also performs great in video activity, ranking 6th per combined views and interaction rate. The brand’s best-performing video presents the highlights of the collection at the Grand Palais in Paris. Title: Fall-Winter 2015/16 Ready-to-Wear CHANEL Show Video Length: 18’11’’ Views: 375,484 Interaction rate: 0.9%

Gucci is the2nd most-popular brand reaching 17M fans across social media and 82k total video interactions. The brand’s 2-minute video Lykke Li & the Lady Web | Gucci Spring 2015 gets the second highest number of views (828K views). The video starring Swedish indie pop-singer Lykke Li captures Gucci’s women’s spring collection. Title: Likke Li & the lady Web – Gucci Spring 2015 Video Length: 2’00’’ Views : 827,999 Interaction rate: 0.3%

Christian Dior’s performance drops from February to Mach, now ranking 6th per views (451k) and 4th by number of fans (17M). Following on Hackett, Chanel, Gucci and Louis Vuitton, Christian Dior also owns one of the best videos. Title: Dior Women’s Autumn-Winter 2015-16 show Video Length: 6’37’’ Views : 393,612 Interaction rate: 0.1%

TOP VIDEOS

Stella McCartney is the most active brand but has relatively low performance per video; with 15 videos published in March, Stella McCartney’s best performing video is One City One Girl: Tokyo which gathers 2k views and 1.8% interaction rate. The 33-second video features the Japanese DJ and singer Mademoiselle Yulia joining Stella McCartney for a Summer 2015 collaboration.

TOP VIDEOS

With 8 videos published in March, Bally reaches the 4th best brand per views (568K) especially thanks to the 32-second video: Bally and Singtank in “Coming Down” – Trailer , which absorbs 557k views. The short film unites fashion, arts and music in a collaboration with Emmy Award nominated director Francesco Carrozzini and the actors, models and singers from the duo Singtank (Josephine and Alexandre de la Baume).

With just 2 videos published in March, Coach is amongst the brands with the highest views, gathering 247k or 3% share of views, but has very low interaction rates. Coach owes its success to the video: What’s Your Swagger?. Published on the 26.03.15, the 27-second video highlights the playful sense of modernity with vibrant leather bags for a bold summer style.

Mulberry also performs quite well, publishing 5 videos in March for a total of 294k views (7th best brand by views) and an average of 0.17% interaction rate per video. The best Mulberry video per views is the teaser: Cressida Bonas for Mulberry which has 218k views, however the best video per combined views and interactions is Cressida Bonas and the Buttercup Dress which has 75k views and 0.6% interaction rate. The film captures Cressida Bonas and Freddie Fox dancing by the sound of the American band ESG.

Brand Video name Views Count Interaction

Rate Video Length

Louis Vuitton Louis Vuitton Women's Fall 2015 Fashion Show Highlights 2,095,746 0.0% 2’54’’

Gucci Lykke Li & the Lady Web | Gucci Spring 2015 827,999 0.3% 2’02’’

Hackett London Hackett London & Williams Martini Racing = The Coolest

Pitstop Ever 631,952 2.7% 1’12’’

Bally Bally and Singtank in "Coming Down" - Teaser 557,011 0.0% 0’32’’

Christian Dior Dior women's Autumn-Winter 2015-16 show - Best Of 393,612 0.1% 6’37’’

Chanel Fall-Winter 2015/16 Ready-to-Wear CHANEL Show 375,484 0.9% 18’11’’

Mulberry Cressida Bonas for Mulberry Teaser 218,137 0.0% 0’35’’

Chloé The Chloé Fall-Winter 2015 Runway – Highlights 169,287 0.0% 1’47’’

Diesel Only The Brave - Original & Tatoo fragrances - Long ed 147,809 0.0% 0’55’’

Moncler Moncler Gamme Rouge Fall-Winter 2015/16 Show 76,519 0.2% 11’12’’

Data from the Teads Labs. Snapshot for March. Views and interactions may vary significantly after the data collecting date.

APPENDIX – TOP VIDEOS

REINVENTING VIDEO ADVERTISING

LUXURY BAROMETER WATCHES & JEWELLERY MARCH 2015

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-1000 0 1000 2000 3000 4000 5000 6000

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Graff Diamond, Fabergé, De Grisogono and Gemfields showed the highest increase in performance. Graff Diamond’s massive jump in the ranking is due to the increased number of YouTube subscribers. The brand didn’t publish any video in March, however it posts very frequently across social media channels. Tiffany & Co, IWC, Roger Dubuis and Pomellato also performed very well from February to March, especially due to increased levels of activity across all their channels.

Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Shares+ Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers

Performance

Act

ivity

Bubble size : Popularity

*The popularity mapping represents the brands’ variation in a ranking that combines Activity, Performance and Popularity for Watches & Jewellery brands. *The popularity mapping only includes brands that varied of more than 3 positions.

Faberge’

Graff Diamonds

De Grisogono

HYT

Carl F. Bucherer

Romain Jerome

Chaumet Ulysse Nardin

MARCH vs. FEBRUARY VARIATION – POPULARITY MAPPING

As watch brands perform better than jewellery this March, sports and adrenalin trend across the most successful videos, with cricket (Hublot), Formula E (Tag Heuer), North Pole expeditions (Tudor), football (Lacroix), motorsport (Chopard) basketball and tennis (Tag Heuer). Gradually facing the challenges posed by smart watches, Breitling is the only brand featuring connected technology and presents its new B55 Connected chronograph in a video that achieves 4.4% interaction rate over 40k views. Bulgari also presents its concept watch but the video only achieves 10k views and less than 1% interaction rates.

Source: YouTube and Teads Labs

TOP VIDEOS - COMBINED VIEWS & INTERACTION RATE

1,835,120

1,102,351

830,930 774,766

295,470 77,731 61,249 40,329 39,480 37,857

4.4%

0.0% 0.9% 0.2%

4.4%

8.3%

0.0% 0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

0 200,000 400,000 600,000 800,000

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000

TAG Heuer | Jeremy Lin

challenged by Maria

Sharapova, Cristiano

Ronaldo and Jean-Claude

Biver

Enjoy the journey of a

cricket watch by hublot

New Tudor North Flag

TAG Heuer | Formula E in

Geneva

FC Barcelona players receive their Maurice

Lacroix special edition watch

HYT H3: The linear fluid

revolution -The Movie !

BASELWORLD 2015 by

Chopard - The Mille Miglia GTS

Collection

B55 Connected New Rolex Yacht-Master

Pomellato Milano collection

Tag Heuer Hublot Tudor Tag Heuer Maurice Lacroix HYT Chopard Breitling Rolex Pomellato

2’19’’ 1’24’’ 2’02’’ 1’32’’ 1’41’’ 1’49’’ 0’59’’ 3’05’’ 0’28’’ 0’31’’

TOP VIDEOS PER VIEWS AND INTERACTION RATES

Views Interaction rate

SHARE OF VIEWS AND INTERACTION

à 6.4M total views in March. Tag Heuer holds almost half of total views with just 2 videos. Hublot, on the other hand, reaches 17% share of views with 20 videos published, which makes the brand the most active of the month. Pomellato reaches 37k views with just one video presenting the Milano Collection for Milan’s Design Week and Patek Philippe presenting its collection at Baselworld. Other brands include those with less than 5k views each. Share of Views = Brand’s YouTube Views / Total Views

à  94k interactions in March, average of 5% interaction rate While Tag Heuer outperforms all brands, Breitling, Zenith, Patek Philipe and HYT are the best performing brands in average interactions per video having less than 4 videos each. The category Others refers to brands with lower share of interactions such as Girard Perregaux, Maurice Lacroix, Montblanc and Swarovski. These brands have also lower number of videos with the exception of Swarovski which owns 13 videos. Zenith Watches and Montblanc have the highest interaction rate (23% and 19%, respectively) however their global views are less than 4k in total. Share of Interactions = Brand’s YouTube Interactions / Total Interactions

50.9%

20.6% 16.2%

5.7% 1.7% 1.5% 1.1% 0.9% 0.4% 1.0%

0%

10%

20%

30%

40%

50%

60%

Tag Heuer Hublot Tudor Maurice Lacroix

Rolex HYT Chopard Breitling Pomellato Others

BRANDS’ SHARE OF VIEWS

84.2%

4.6% 3.2% 2.6% 0.8% 0.8% 0.7% 0.6% 0.4% 2.1% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Tag Heuer Rolex Hublot Breitling Zenith Watches

Patek Philippe

HYT Tudor Girard Perregaux

Others

BRANDS’ SHARE OF VIEWS

Rolex owns the video with the highest interaction rates (8.3%). The video released on the 18th of March 2015 presents the Rolex Yacht-Master 40 as one of the most innovative Rolex watches of 2015 due to its high-tech materials. Title: New Rolex Yacht – Master Video Length : 0’28’’ Number of views : 39,480 Interaction rate: 8.3%

Achieving an amazing all-round result, Tag Heuer ranks 1st per views and interaction rate showing pro basketball player Jeremy Lin being challenged by Maria Sharapova (WTA World N°2) Cristiano Ronaldo (3 time winner of the Ballon d’Or) and Jean-Claude Biver (TAG Heuer CEO and President of LVMH Watches) to become a brand ambassador. Of the 12 videos published in March, the brand keeps its video content consistent with 8 videos around the Heritage series, featuring brand ambassadors such as model Cara Delevingne. Another very interesting video announces Tag Heuer’s partnership with Google and Intel. Title: TAG Heuer | Jeremy Lin challenged by Maria Sharapova, Cristiano Ronaldo and Jean-Claude Biver Video Length: 2’19’’ Number of views : 1,845,755 Interaction rate: 4.4%

TOP VIDEOS

Hublot is the most active brand with 20 videos (17% of all videos published in the category). In its best video, Hublot opens the doors to chosen brand ambassadors to experience the brand’s world and manufacturing process. The video is the 3rd best by number of views, however interaction rates are very low. Title: Enjoy the journey of a cricket watch by Hublot Video Length: 1’24’’ Views: 1,102,351 Interaction rate: n/a

Breitling performs very well by combining interaction rates and views. In Breitling’s best performing video, the brand introduces the new B55 connected as pilots’ ultimate instrument. The innovative, connected watch follows a “new philosophy placing the smartphone in the service of the watch so as to enhance its functionality and conviviality”. Title: B55 Connected Video Length: 3’05’’ Views: 40,329 Interaction rate: 4.4%

TOP VIDEOS

Tudor is one of the best performing brands of the month. With just 4 videos the brand gathers 837k views. On the 18th of March, Tudor launched a cinematic, well executed video that invites to explore the coldest and most remote extremities of the planet to find the soul of the North Pole with Tudor North Flag. Title: New Tudor North Flag Video Length: 2’02’’ Views: 830,930 Interaction rate: n/a

With just one video, HYT gathers 77k views and 1% interaction rate. The 1.49 minute video, HYT H3: The linear fluid revolution – The Movie ! presents a new concept of watch in a futurist high technology scenario that portrays time in a fully innovative way – linear and fluid rather than circular and ever-returning.

VIDEOS OF BEST PERFORMING BRANDS

Chopard ranks in the top 10 best brands by combined views and interactions. With just 3 videos, the brand owes its success to the 59 seconds video: BASELWORLD 2015 by Chopard - The Mille Miglia GTS Collection, where the brand revisits the entirely grand classic Mille Miglia collection by introducing a new line dubbed Mille Miglia GTS (for Grand Turismo Sport).

Maurice Lacroix is one of the best performing brands reaching 295k views with just one video. The video FC Barcelona players receive their Maurice Lacroix special edition watch, shows the brand in a thrilling and exciting journey to find 24 watches to deliver to FC Barcelona team. The whole video is set up in a James Bond-esque theme with a special agent running against time to deliver the products on time.

Brand Video name Views count Interaction

Rate Video Length

Tag Heuer

TAG Heuer | Jeremy Lin challenged by Maria Sharapova, Cristiano Ronaldo and Jean-Claude Biver

1,835 ,120 4.4% 2’19’’

Hublot Enjoy the journey of a cricket watch by Hublot 1,102,351 0.0% 1’24’’

Tudor New Tudor North Flag 830,930 0.0% 2’02’’

Tag Heuer TAG Heuer | Formula E in Geneva 774,766 0.0% 1’32’’

Maurice Lacroix FC Barcelona players receive their Maurice Lacroix special

edition watch 295,470 0.1% 1’41’’

HYT HYT H3: The linear fluid revolution – The Movie ! 77,730 0.9% 1’49’’

Chopard BASELWORLD 2015 by Chopard - The Mille Miglia GTS

Collection 61,249 0.2% 0’59’’

Breitling B55 Connected 40,329 4.4% 3’05’’

Rolex New Rolex Yacht-Master 39,480 8.3% 0’28’’

Pomellato Pomellato Milano collection 37,857 0.0% 0’31’’

APPENDIX – TOP VIDEOS

Data from the Teads Labs. Snapshot for March. Views and interactions may vary significantly after the data collecting date.

Please contact : marketing@teads.tv