The best luxury marketing campaigns sell a story before they sell a product. Loewe reported holiday revenue up 35% from a ceramics collaboration, according to MediaPost, and Bulgari reported its best ever campaign return on investment, 306%, from an original film, according to WARC. Coach reported 3.7 million new customers in a record quarter. Here are five luxury campaigns with published results.
Last updated: October 24, 2026. Results are as reported by agencies, awards bodies and case studies, not independently audited.
In this guide
- Which luxury campaigns made this list?
- Which luxury campaign is best for each goal?
- What are the five best luxury marketing campaigns?
- What do the best luxury campaigns have in common?
- How can luxury brands copy these campaigns?
- Where can you find more campaign roundups?
- Frequently asked questions
Which luxury campaigns made this list?
This list covers five luxury campaigns from Burberry, Bulgari, Gucci, Loewe and Coach, each chosen because the brand, its agency or an awards body published a result.
"Best" is a judgment call, so this is 5W's pick of campaigns with a clear mechanism and clear numbers, not a ranking by sales. Luxury brands rarely publish results, and most figures here come from award entries written by agencies, so treat them as reported, not audited. Two cases, Burberry and Gucci, are over a decade old and are included because few luxury brands have published numbers since.
| Campaign | Brand | Idea | Reported result |
|---|---|---|---|
| "Art of the Trench" | Burberry | A social site built around the trench coat | +85% trench coat sales worldwide |
| "The Story of O" | Bulgari | An original film for a China launch | +38% sales, 306% campaign ROI |
| Gucci Premiere | Gucci | A regional fragrance launch | Sales 85% above expectations |
| Suna Fujita collection | Loewe | A collaboration with a Japanese ceramics studio | +35% revenue in the gifting season |
| "Courage to be real" | Coach | A brand campaign | 3.7M new customers, +46% Gen Z spend |
Which luxury campaign is best for each goal?
The best luxury campaign depends on the goal: Burberry for hero-product sales, Bulgari for return on investment, Gucci for lifting a whole range, Loewe for gifting-season revenue, and Coach for winning new customers. The table matches each goal to the case with the strongest reported result for it. The matches are 5W's reading of agency and awards-body figures, two of them more than a decade old.
| If your goal is... | Look at | Reported result |
|---|---|---|
| Sales of one hero product | Burberry | 85% increase in trench coat sales worldwide |
| Return on a campaign budget | Bulgari | 306% campaign return on investment |
| A launch that lifts the whole range | Gucci | 76% growth for the fragrance portfolio |
| Gifting-season revenue | Loewe | 35% revenue increase |
| New customers and a younger buyer | Coach | 3.7 million new customers; 46% rise in Gen Z spending |
What are the five best luxury marketing campaigns?
The five campaigns below run from a trench coat website to a ceramics collection that won the first Luxury Grand Prix at Cannes Lions.
1. Burberry "Art of the Trench"
Burberry launched artofthetrench.com in 2009 as "a living document of the trench coat and the people who wear it," according to the case study from the agency Made by Many. The site connected Burberry fans directly with chief creative officer Christopher Bailey.
The case study reports an 85% increase in trench coat sales worldwide, a 50% increase in e-commerce sales and 150 million views from 150 countries. It says the site was still central to Burberry's digital experience seven years later. The figures come from the agency, not from Burberry.
Why it works: The campaign made a single product the center of a community, so every customer photo advertised the coat.
2. Bulgari "The Story of O"
Bulgari created an original movie to launch a new product line in China, according to WARC's Media Awards case study, written by Ruey Ku, Helen Xie and Jennifer Lin. The film was promoted on celebrities' social media pages, with pre-roll video, digital banners, an interactive WeChat experience, seeding by fashion and luxury influencers and a screening event.
WARC reports 26 million views within a month, a 38% sales increase and the brand's best ever campaign return on investment, 306%. The case study was published in November 2016, and the figures come from the case's authors.
Why it works: A film gave the launch a story that celebrities and influencers could share, and each channel pointed viewers back to one product line.
3. Gucci Premiere
The agency MediaCom Singapore ran a launch for Gucci's Premiere fragrance in Asia, according to the Cannes Lions 2013 entry. The entry reports that Gucci Premiere beat sales expectations across the region by 85%.
The entry also reports a halo effect, with overall growth of 76% for the Gucci fragrance portfolio, which made Gucci the top performing brand in its prestige portfolio. The figures come from the agency's entry and describe a 2013 case.
Why it works: A single launch lifted the whole fragrance range, which is the effect a luxury brand wants from a new product.
4. Loewe and Suna Fujita
Loewe partnered with the Japanese ceramics studio Suna Fujita on a collection of bags, sweaters and accessories inspired by the studio's ceramics, according to MediaPost. The project won the first Grand Prix in the Luxury and Lifestyle Lions at Cannes Lions in June 2024.
The campaign added special packaging, a holiday storybook, animations on 3D screens in London, Shanghai and Tokyo, a hand-made stop-motion film and a documentary about the studio. MediaPost reports 17.4 million organic impressions, 1.6 million organic engagements and 11.1 million video views. Gifting-season search sessions rose 45% against 2023, and revenue rose 35%.
Why it works: Loewe borrowed craft credibility from a ceramics studio, and the packaging and storybook made the collection feel like a gift.
5. Coach "Courage to be real"
Coach's "courage to be real" campaign was the subject of a case study in the IPA Effectiveness Awards, according to WARC's summary, published on October 1, 2026. The case used creative pre-testing from the firm Human Made Machine.
WARC's summary reports a record revenue quarter of $2.14 billion in early 2026, a 46% year-over-year increase in Gen Z spending and 3.7 million new customers, 35% of them from Gen Z. This is the newest case on the list, and the summary credits the campaign for these results.
Why it works: Testing creative before launch reduced the risk of a luxury brand misjudging a younger audience, and the case reports new customers, not only impressions.
What do the best luxury campaigns have in common?
Each of the five campaigns built one story around one product or one partner, instead of advertising a whole catalog.
| Approach | Campaigns on this list | What the audience sees |
|---|---|---|
| Build a community around one product | Burberry | Customers photographed in the trench coat |
| Make a film | Bulgari | A story shared by celebrities and influencers |
| Lift the whole range with one launch | Gucci | A fragrance launch that grew the portfolio |
| Borrow craft credibility | Loewe | A collection made with a ceramics studio |
| Test the message first | Coach | A campaign checked with creative pre-testing |
The risk is that luxury results are hard to compare. Three of the five come from agency award entries, one from a 2016 case study and one from a 2026 effectiveness summary, so a brand should look for the measurement method before copying a number.
How can luxury brands copy these campaigns?
Luxury brands can copy these campaigns by choosing one product or one partner and telling a single story around it.
- Pick a hero product. Burberry reported an 85% rise in trench coat sales, according to its agency.
- Make something people want to share. Bulgari's film reached 26 million views in a month, according to WARC.
- Partner with a craft you cannot make yourself. Loewe reported revenue up 35% in the gifting season, according to MediaPost.
- Test the creative with the audience you want. Coach used pre-testing and reported 3.7 million new customers, according to WARC.
- Report a business result. Revenue, sales and new customers are harder numbers than views.
Where can you find more campaign roundups?
Luxury overlaps with entertainment, fashion and beauty, so several 5W pieces sit close to this one. See the guide to luxury public relations, 5W's luxury brand case study and the best entertainment and sports PR campaigns.
Frequently asked questions
Which luxury campaign reported the strongest results?
Burberry reported the largest sales figure, an 85% increase in trench coat sales, according to its agency, and Gucci Premiere reported sales 85% above expectations. Bulgari reported a 306% campaign return on investment, according to WARC.
Which luxury campaign is best for return on investment?
Bulgari's "The Story of O," which reported its best ever campaign return on investment, 306%, according to WARC. The figure comes from the case's authors and is not independently audited.
Are the luxury campaign results verified?
No. The figures come from agency case studies, award entries and WARC summaries. Luxury brands rarely publish their own sales results, so treat each number as reported.
Why are some of these luxury cases so old?
Burberry's 2009 campaign and Gucci's 2013 launch are on the list because few luxury brands have published results since. The Loewe and Coach cases are the newest.
Can a smaller luxury brand copy these campaigns?
Smaller brands can copy the mechanisms, such as building a story around one hero product or partnering with a craft studio. Film production and global 3D screens are not required, but the partner and the story need to be real.
