Every month, Laurent François delves into the topic of digital identities and their connection to current events. In this article, he focuses on the concept of Random Acts of Kindness (RAK) within the context of luxury brands on social media.
RAKs, also known as “spontaneous acts of kindness” or “random acts of goodness,” refer to kind or generous actions carried out unpredictably and spontaneously towards a luxury brand’s customers or online community. These acts can range from surprise gifts to exclusive benefits or other gestures aimed at creating a positive and memorable experience for customers. The goal is to reinforce the positive perception of the brand and promote engagement on social platforms by adding a human and caring dimension to its presence.
For community manager teams, RAKs are an essential tool. Their purpose is to create a breakthrough in the communication flow by providing an unexpected and desired signal to a member of the community. The hope is that the individual will share their experience on social media, generating word-of-mouth promotion for the brand and ultimately improving its reputation.
RAKs can be as simple as sharing a story or post on Instagram. For example, artist Agathe Clément used a small gesture from luxury brand Jacquemus as the inspiration for an advertising campaign paying tribute to the brand’s founder, Simon Porte Jacquemus. Another example is Humanrace, founded by Pharrell Williams, which has a dedicated highlight on its Instagram account for the best contributions from its community. This attention from the brand helps highlight individuals and their talents.
Physical gestures can also be effective RAKs. PR professionals understand the value of including a handwritten note with a bouquet of flowers for a celebrity or influencer, as they may be tempted to share it online. At Tiffany & Co, client advisors are evaluated based on various criteria, including their ability to be recommended. This evaluation involves employing different RAK tactics.
Creating a sense of closeness and exclusivity is another way to implement RAKs. Luxury brands like Louis Vuitton and DIOR Beauty have employed this strategy. Louis Vuitton uses its LV CIRCLE channel to reach a wider community, broadcasting voice messages from celebrities and exclusive announcements. DIOR Beauty, on the other hand, created the Jisoo – Dior Addict WhatsApp group, an exclusive activation on WhatsApp.
Interest in RAKs is expected to grow with the recent announcements from Meta, particularly on Instagram. The introduction of “close friends” mechanics on the platform will allow brands to establish a hierarchy of fans and friends, creating new opportunities for engagement. As luxury brands continue to invest in community management and conversational marketing, the impact of RAKs will be closely observed.
Laurent François, an advertising agency executive specializing in creative and digital strategies for luxury brands, is the author of “Réseaux Sociaux: une Communauté de Vie” (Social Networks: A Community of Life) and hosts the newsletter “En Vivance.”
Useful Links:
1. Louis Vuitton’s LV CIRCLE channel on Instagram
2. DIOR Beauty’s Jisoo – Dior Addict WhatsApp group activation
