Robin Lickliter Talks Luxury Brand Experiences with Skift

December 13, 2017

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Luxury brands are turning to brand engagements to drive high-end buying experiences. Sparks’ Chief Experience Officer, Robin Lickliter, talks with Skift about luxury brand experiences and how high-end consumers are smarter and more conscientious about their purchase decisions.


Louis XIII Cognac is building a deeper connection with their clients by championing the need to combat climate change. The brand partnered with singer-songwriter, Pharrell Williams to record “100 years”—a song that Pharrell describes as a “creative expression of the delicate relationship between between nature and time, and the effect humans have on their environments.” The exclusive track was recorded onto a record made of clay from the soil of the Cognac region and stored in a state-of-the-art safe that can only be destroyed by water. It also highlights the century long process that goes into making a single bottle of cognac.


“Luxury brands have been in this space for years, especially in the category of sponsorship, however, they are definitely investing more to stay relevant to audiences. Activations help these luxury brands bring their attributes of superiority, premium quality, and exclusivity to life,” Lickliter says.


“Luxury verticals and markets are saturated with both paid advertising and endorsements. Activations help differentiate brands and provide ways to reach new targets, like the experience-seeking Millennial.”


Cognac has a history of successful activations but more brands are turning to luxury brand experiences for consumers’ growing desire for more meaningful brand interaction.


“It helps them stay relevant and memorable with affluent, influential buyers,” explains Robin Lickliter, chief experience officer at brand experience agency Sparks. “Consumers and audiences want more from their brands today.”


Other examples of luxury brand experiences include Land Rover's interactive novel hosted on Tumblr, Chanel's Shopping Center at the AW14 Paris Fashion Week and Rolls-Royce Summer Studio in Porto Cervo.




To see brand activations by Sparks click here.