Luxury brands turn memes into more shares, clicks and laughs across four experiments

Luxury brands have increasingly embraced internet memes in their social media advertising campaigns. For example, Gucci's #TFWGucci campaign demonstrated how luxury brands can incorporate memes into their digital communication strategies to capture consumers' attention. Memes—digital content that spreads rapidly through sharing, imitation and adaptation across online communities—have become a popular way for brands to engage consumers.