The Marketing Millennials

Why Marketing Works: Loro Piana

May 7, 2024

10:33

Snipd AI

Explore the journey of Gstaad Guy from Apple to Instagram comedy, attracting luxury brand collaborations through humor. Learn how his rich alter ego and sense of humor led to partnerships with Italy's finest brands. Discover how genuine influencer collaborations and humor in marketing boosted engagement and retention rates for luxury brands like Loro Piana and Audemars Piguet.

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Quick takeaways

The creation of a fictional character to mock the wealthy resonated with a niche audience.

Satirical content and authentic influencer partnerships drove successful product sales for luxury brands.

Deep dives

The Stod Guy's Unique Marketing Approach

The Stod Guy, a former Apple employee turned Instagram comedian, created a fictional character named Constance to poke fun at the ultra-wealthy. By leveraging fictional narratives on social media, he built a following of 1.4 million, focusing on a niche audience of consumers with high discretionary income. Partnering with luxury brands like Audemars Piguet and Laura Piana, the Stod Guy's satire, humor, and relatable content resonated with his audience, driving engagement and successful product sales.

Luxury Brand Partnerships Through Humorous Influencer Marketing

6min

Influencer Partnerships with Luxury Brands and the Power of Humor in Marketing

4min

If he’s wearing boat shoes to a yacht party… à la poubelle.

If he’s making marketing videos without a sense of humor… à la poubelle.

Who is Gstaad Guy and how did he make the phrase “à la poubelle” Instagram-famous?

Aidan unravels the tale behind Gstaad Guy and explains how roasting one rich friend turned this prototypical Gen Z influencer into an overnight success story. How did Gstaad Guy’s rich alter ego persona and sense of humor translate into partnership deals with Italy’s finest?

Tune in now to learn how this former six-figure Apple employee left his job behind to become one of Instagram’s most influential luxury-brand marketers for brands like Loro Piana and Audemars Piguet, turning over organic profit like nothing before.

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Follow Aidan:

LinkedIn: https://www.linkedin.com/in/aidanbrannigan/

Twitter: https://twitter.com/BranniganAidan

TikTok: https://www.tiktok.com/@aidan_brannigan

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

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