How LVMH is using LinkedIn monitoring to boost its influence with Visibrain

A global leader in luxury, LVMH stands out for the diversity of sectors it covers and the richness of its 75 Houses, each with its own unique identity. At group level, corporate communications primarily focus on promoting its commitments, enhancing its employer brand, and strengthening its appeal to talent.

In this context, social media monitoring is a key lever for managing communications, supporting an employee advocacy strategy, safeguarding its  online reputation, and tracking mentions around its strategic partnerships.

For LVMH’s e-reputation and social media teams, Visibrain has become a daily, key partner. Monitoring event impact, analysing feedback on collaborations, tracking employee communications, and supporting influence strategies are among the platform’s main uses.

Collaborations between luxury brands and major sporting or cultural events are on the rise, and LVMH is no exception. The Group and its Houses regularly partner with high-profile events, most recently with Formula 1, a strategic spotlight for the Group’s positioning.

The challenge for LVMH? Gaining a clear, real-time view of discussions around this exclusive partnership, measuring the impact of influencer activities, and tracking the visibility of the Group and its Houses throughout the Grand Prix weekends.

To meet this challenge, Clara Mallien, Head of E-Reputation and Social Media, and her team implemented cross-platform social media monitoring, leveraging Visibrain’s SMARTboard dashboards. The goal: to centralise and cross-reference conversations about the Group, its Houses, and the various races in real time.

“Some Grand Prix events are naturally a priority, like Monaco, where we saw excellent coverage. But monitoring also revealed that at others, such as Imola, LVMH and its Houses were highly visible, even with a lighter presence. This insight pushes us to rethink our influence and celebrity strategies for future Grand Prix events,” explains Clara Mallien.

This monitoring approach has enabled LVMH to identify communication opportunities, refine its influence strategies, and strengthen its online presence.

Among all the features offered by the social listening tool, LinkedIn monitoring stands out as one of the most valued levers for LVMH’s e-reputation and social media team. And for good reason: Visibrain is currently the only provider on the market offering dedicated monitoring for this platform.

“LinkedIn is extremely high-priority and crucial for LVMH. First, because it is the Group’s main platform in terms of audience, with nearly 2.6 million followers, well ahead of Instagram or TikTok. But above all, because LVMH is primarily a corporate brand. Unlike the Houses, which have business-focused objectives, the Group highlights its commitments,” explains Clara Mallien.

In this context, where employer branding and corporate reputation are central, it is essential for LVMH to listen to and analyse conversations on the world’s leading professional network. Monitoring LinkedIn not only allows the Group to measure the impact of its own and its employees’ communications, but also to identify communication opportunities and first signals, enabling more effective management of communication and employee advocacy initiatives.

With over 215,000 employees worldwide, employer branding is a key priority for LVMH. In this landscape, employee advocacy has become a powerful lever, especially on LinkedIn, which serves as a strategic channel to amplify the voices of employees and highlight the Group’s commitments.

“We try to use LinkedIn to reach all of our employees,” notes Clara Mallien.

VivaTech offered a perfect showcase for this approach. LVMH rolled out a dedicated employee advocacy strategy, equipping teams with communication kits and LinkedIn best practice guidelines to empower them to share their experience at the Group’s stand during the event.

The impact was then measured through Visibrain’s LinkedIn monitoring. “We are very pleased: more than 800 employee posts about VivaTech were identified, and thanks to Visibrain, we were able to measure and analyse their impact,” adds Clara Mallien.

Thanks to Visibrain and its unique LinkedIn monitoring capability, LVMH now benefits from an instant, consolidated view of conversations surrounding its initiatives, partnerships, and Houses. This strategic monitoring not only enables the Group to effectively manage its corporate reputation and employer brand, but also to detect first signals and amplify the reach of its influence strategies. It is an essential lever for maintaining its role as an inspiring leader in a sector where image and commitment are at the heart of the stakes.