For media brands, Social Media offers the potential to reach new audiences and drive expansion across markets. This case study explores how Modern Luxury, the largest luxury media company in the US, operating 85+ brands across 22 markets, used AI to scale up their social marketing program. Modern Luxury was able to drive broader penetration in their 22 markets while expanding into more social channels.
Modern Luxury was looking for a way to scale their social media program and community growth with a small but mighty social team. Modern Luxury struggled to balance the time needed to generate content for all their localized social channels and markets, with the time needed to develop new video programming essential to community growth. Due to this platforms such as X (formerly Twitter) and Facebook did not receive as much love as Instagram, which garnered the majority of limited time, attention and content resources.
After evaluating their options, Modern Luxury’s team selected Lately.AI to power their social publishing needs. Lately.AI now automatically consumes their content production pipeline, and distributes their social content across 20 markets and into multiple social networks throughout the day. Now, Facebook and X enjoy continuous, consistent coverage while their audience has grown consistently more engaged. With a social media calendar that spans multiple months at any one time, Modern Luxury’s social program exploded from hundreds of posts in a year to many thousands, a growth of 30 times more content. Their social program performance also skyrocketed, achieving a growth in impressions of 890% and a whopping 395% growth in engagement year over year.
“Lately.ai has been a game-changer for us, filling a significant gap in our content scheduling for Facebook and Twitter. By automating these tasks, it has freed us up to focus on content creation, especially video development for Instagram and TikTok. Lately is invaluable because it helps us efficiently share our existing content, allowing us to concentrate on creating fresh, social-first content.” – Stephanie Apessos, VP of Social, Modern Luxury
Most recently, Modern Luxury has started to use Lately’s AI engine to ingest video assets from their video streaming platform M/LUX for publication across networks. Lately automatically analyzes their videos and finds the highest impact clips and captions that are ready for social promotion, freeing up the team for more time to build content programming and other creative work. Not only does Lately create more videos assets faster across networks, the AI is continuously evaluating social performance of every post to optimize future posts with the various Modern Luxury audiences.
With Lately, Modern Luxury’s team can now focus on what really matters. Connecting with their audience, and finding new ways to add value to their advertising customers and consumers alike. Freeing up their teams from the day-to-day production work has helped the team not only be more strategic, but has also helped them expand the value of social media to the business overall, justifying further investment in budget and time.
