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5 Luxury Brands That Went Viral with AI-Driven Campaigns (And How YOU Can Too)

  • Writer: Bella Tian
    Bella Tian
  • 15 hours ago
  • 4 min read
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Luxury marketing is no place for the timid — and if YOU want to make waves, it’s time to study the brands doing it best. At Bellamedia, we know virality isn’t luck. It’s strategy, execution, and a little audacity. Here are five luxury brands that didn’t just use AI — they used it to dominate the conversation. And YOU can too.


1. Marriott’s Renaissance Hotels – The AI Concierge That Redefined Service

Imagine this for YOUR guests: instead of waiting for staff, they summon a digital concierge that delivers personalized, curated recommendations instantly. Marriott’s Renaissance Hotels launched RENAI, an AI-powered assistant blending local expertise with ChatGPT insights. Guests scanned a QR code, asked anything, and got VIP-level answers.

Why It Went Viral:

  • It wasn’t gimmickry — it was useful luxury.

  • Travel writers couldn’t resist covering it.

  • Guests shared their experiences, giving Marriott free buzz.

Impact: Marriott is rolling RENAI out to 20+ properties worldwide — proving that AI-powered personalization is here to stay.

Bellamedia Lesson for YOU: Personalization is YOUR secret weapon. Use AI to remove friction and make your customers feel seen before they even ask.



2. BMW – The Virtual Influencer That Made the Future Feel Real

When YOU launch something groundbreaking, it needs to feel as bold as the product itself. BMW teamed up with Lil Miquela, a CGI influencer with millions of followers, for the “Make it Real” campaign. In the hero video, she drives the iX2 and discovers real life — creating a story fans couldn’t stop sharing.

Why It Went Viral:

  • Lil Miquela’s fans amplified the message for free.

  • The concept blurred the line between virtual and real — sparking conversation.

  • BMW’s social posts exploded with engagement.

Impact: Millions of views worldwide and BMW became the talk of the industry.

📖 Read More: BMW’s Make It Real Campaign on Branding in Asia https://www.brandinginasia.com/bmw-launches-make-it-real-campaign-with-virtual-creator-lil-miquela/

Bellamedia Takeaway for YOU: Stop playing it safe. Pair AI with a story worth sharing — and watch YOUR reach multiply.



3. Ralph & Russo – When Haute Couture Went Digital

If YOU were stuck without a photoshoot budget or location, would you give up? Ralph & Russo didn’t. They built Hauli, a CGI model, and created a fully digital fashion campaign. The result: breathtaking visuals that lit up social feeds and headlines.

Why It Went Viral:

  • The first-ever digital haute couture launch was the story of the season.

  • Fans and fashion media shared it everywhere.

  • It proved luxury can live beautifully in pixels.

Impact: 19.4M views, hundreds of thousands of visits, and $65M in earned media value.

📖 See It Here: Ralph & Russo Digital Haute Couture on Behance https://www.behance.net/gallery/100336289/World-First-Digital-Haute-Couture-X-Ralph-Russo

Bellamedia Lesson for YOU: Disrupt when others play safe. If YOU want attention, break patterns — and own the conversation.



4. Dior – Turning Phones into Luxury Mirrors

Would YOU buy $5K earrings without trying them on? Dior didn’t ask YOU to. They let YOU see yourself wearing them instantly with AI-powered AR ads. This wasn’t a gimmick — it was flawless execution.

Why It Went Viral:

  • YOU got to experience luxury before buying.

  • The AR was so smooth it felt like magic.

  • People shared screenshots, spreading Dior’s reach.

Impact: 43% higher ad recall, 62% boost in brand linkage, and a lift in purchase intent.

Bellamedia Takeaway for YOU: Give YOUR audience an experience, not just an ad. Make it immersive, and they’ll do the sharing for YOU.



5. Fendi – The AI Play That Tripled Conversions

When YOU want results, you don’t just throw ads into the void. Fendi used Meta’s Advantage+ AI Shopping Campaigns to serve the perfect creative to the perfect buyer at the perfect moment — automatically.

Why Marketers Talked About It:

  • 3x conversions grabbed everyone’s attention.

  • Case studies turned into free press.

  • It became the blueprint for smart luxury advertising.

Impact: A leaner ad budget, higher ROI, and better targeting — without sacrificing prestige.

📖 Case Study: Fendi x Meta Success Story https://en-gb.facebook.com/business/success/fendi-middle-east

Bellamedia Lesson for YOU: Precision pays. Use AI to spend smarter and scale what works so YOU get more wins with less waste.



Key Takeaways for YOU, the Marketer Who Refuses to Be Average


  • Personalization Wins: Make it about YOUR audience, like Marriott and Dior.

  • Dare to Be Bold: When YOU take risks like BMW and Ralph & Russo, YOU own the spotlight.

  • Polish Is Everything: Keep YOUR execution flawless so the tech feels premium.

  • Data = Power: Follow Fendi’s lead — use AI to boost YOUR ROI.


Your Next Move

Which of these campaigns speaks to YOU? Are YOU ready to create YOUR own viral moment? Whether it’s a virtual influencer or an AI-powered ad strategy, now is the time to move.


👉 Share this Bellamedia.blog post with YOUR team and start planning. The brands dominating tomorrow are the ones willing to experiment today.

 
 
 

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