How Louis Vuitton made luxury brand history in Web3

Use Cases:

Addressable audience segmentation
Customer acquisition
Brand engagement
Loyalty & rewards

Learn More

How Louis Vuitton made luxury brand history in Web3

Use Cases:

Addressable audience segmentation
Customer acquisition
Brand engagement
Loyalty & rewards

Learn more

Challenge

The team at Louis Vuitton set out on “a new voyage of creation with Web3.” Their objective: create an experience “designed for those who seek to travel through new dreams and new realities, and collect unique creations along the way”
Goal was to demonstrate how an NFT collection could capture the imagination, showcase the company’s innovation, and lay the groundwork for an extended campaign
To do that, the company would have to build the marketing infrastructure, data analysis capabilities and creative assets to deliver its promise of excellence.

Strategy

Embody the Louis Vuitton brand and all that it stands for by creating an NFT that was non-transferable, so truly reflective of the passion and intent of its owners
Identify from millions of wallet-holders those who embody the brand and its value proposition; and make the experience of receiving and owning it a truly exceptional experience
Taking the brand’s iconic trunk as its centerpiece, the Louis Vuitton Via Treasure Trunk NFT collection was created – linking physical and digital experiences and rewards in truly spectacular fashion.

Results

The launch of Via Treasure Trunks was flawless and took the luxury retail, Web3, and marketing communities by storm – garnering worldwide coverage and invigorating these communities to share their vision for how blockchain-based technologies will transform how relationships are forged and maintained in the next Internet.

Building the Infrastructure with Absolute Labs

Job one for absolute labs: quickly and efficiently implement an enterprise-grade secure and private Web3 marketing stack that could combine both on-chain data and the brand’s own first-party data for analysis and implementation; provide the insights and analysis to create a custom audience to invite to participate in the program; and, enable the minting and automated delivery of soulbound tokens – a non-transferable protocol that makes NFT “flipping” impossible.

Working hand-in-hand with the Louis Vuitton digital innovation team and other suppliers, absolute labs provided the expertise needed to implement this in less than two months and under budget.

”Bravo to absolute labs and Samir Addamine! We are proud to count you among the partners of Louis Vuitton

Agnes Vissoud
Digital Innovation & LAB Director

Identifying the Audience

To build its addressable market of eligible invitees, Louis Vuitton leveraged the absolute labs Wallet Relationship Management™ platform and its powerful audience analysis and segmentation capabilities, including AI-driven “look-alike-audiences.” Perhaps equally important, the WRM platform enabled Louis Vuitton to ensure that all wallets on international sanction designation lists were excluded from consideration.

The Via Treasure Trunk team was then ready to invite consumers to participate. Those who were interested were invited to connect their web wallet as a form of identity, and provide requisite personal details by which they could be considered for the next stage: an invitation to purchase the €39,000 phygitals.

”We couldn’t have asked for a more efficient and collaborative effort than what we received from the absolute labs team. We had an ambitious vision and they were able to help us deliver it every step of the way.

Agnes Vissoud
Digital Innovation & LAB Director

Launching the Experience

From delivering an invitation to be considered for a coveted Via Treasure Trunk, to making the actual minting and purchase of the soulbound tokens possible, the Absolute Labs WRM platform’s “Flows” feature was a critical part of the equation. The automation engine of the platform enables marketers to build omnichannel campaigns leveraging both Web2 and Web3 assets, leveraging behavioral triggers and complex “if/then” rules. Despite this sophistication, the platform is remarkably easy to use.

”The reaction to our announcement of Via Treasure Trunks has exceeded even our most ambitious expectations.

Gordan Djogasevic
Innovative Digital Experience Manager

The TLDR

Stay true to your brand as you build and execute your Web3 strategies
Web3 in general, and NFT collections in particular, have a unique ability to capture the imagination and interest of consumers in new and momentous ways
To execute a Web3 campaign, be sure to have the right essentials: a purpose-built Web3 marketing platform for insights, segmentation and automation … and, as Louis Vuitton called it, a “unique creation”