We take a closer look at how to track down the very finest candidates for your next luxury marketing campaign.
In 2025, brands are increasingly diversifying their marketing strategies and embracing modern tactics to boost their visibility amongst target audiences and cement themselves as the go-to in their field. In today’s digital world, traditional techniques no longer cut it, and influencer marketing has emerged as one of the most effective ways to get ahead of the competition.
But for luxury brands, the shift towards this approach has been tougher to adapt to, and has been viewed by many as a departure from the ‘don’t chase, attract’ model that has long been applied by the world’s most respected names.
Luxury is all about exclusivity and prestige, and relying on others to do the marketing for you can feel like a daunting prospect if you’re a luxury brand owner or marketeer.
It means, to some extent, relinquishing control of the narrative, but given that it is now seen as one of the most impactful ways to not only reach key audiences but to begin origin lasting relationships with them, it’s something that no brand can afford not to incorporate into its strategy moving forward.
With this in mind, finding just the right influencers to represent your brand is key, and not just anyone will do. Finding creators with audiences that align with your target demographics, communicate in a way that is cohesive with your brand voice and that you trust to do the job well are all paramount.
But where exactly do you start? Here, we take a look at how to track down the very finest candidates for your next luxury marketing campaign.
It’s essential to have a clear understanding of your brand identity and values before you begin
Define your brand values
It’s essential to have a clear understanding of your brand identity and values before you begin. If yours is an established business then you likely already have this bit taken care of, but if it’s a new start-up then taking the time to define them is key.
For longer-standing high-end brands, heritage often plays a starring role in marketing strategies, and however long you’ve been around, you’ve likely started to build a reputation around exclusivity and prestige, so tracking down the kinds of influencers who are able to reflect these in a way that feels natural alongside their normal content is important.
Select a target segment of the market
Knowing which market segment you’re looking to reach is the next step, and whilst as a general rule of thumb, most high-end brands seek to attract affluent consumers, this is too general when it comes to executing effective campaigns.
Each campaign should be designed to help you reach a specific demographic within this – whether it’s high-net-worth-individuals (HNWIs) or a more aspirational cohort in Gen Z.
Getting this clear in your mind is vital because the influencers you choose will depend very much upon the age-range you’re seeking to target, as well as their likes and dislikes, online behaviours and core values. As you can imagine, the influencers that resonate best with the two segment examples provided will be quite different.
