Louis Vuitton: Victory Is a State of Mind
Campaign · 2022 · Notable
A paid chess photograph drew 72 million likes across three Instagram launch posts.
Louis Vuitton
@LouisVuitton · Nov 19, 2022
Victory is a State of Mind. @Cristiano and #LionelMessi captured by @annieleibovitz for @LouisVuitton. In addition to a long tradition of crafting trunks for the world’s most coveted sporting trophies, the Maison celebrates two of the most talented football players today.
Magnus Carlsen
@MagnusCarlsen · Nov 19, 2022
Second greatest rivalry of our time mimicking the greatest
Peter Heine Nielsen@PHChess
Peter Heine Nielsen
@PHChess · Nov 19, 2022
Louis Vuitton@LouisVuitton
Victory is a State of Mind. @Cristiano and #LionelMessi captured by @annieleibovitz for @LouisVuitton. In addition to a long tradition of crafting trunks for the world’s most coveted sporting trophies, the Maison celebrates two of the most talented football players today.
Spread Score
How it worksNumbers
- Weibo Photoshop hashtag reads, not unique reach
- 78.4M
- As of Nov 23, 2022 · Xiaohongshu · Luxury Daily / Jing Daily
- Peak date
- Week of Nov 20, 2022
- Nov 19 ’22 to Week of Nov 20, 2022
- Platforms
- 7
- Started on Instagram
- Origin
- Mixed
- Fashion & accessories
How it spread
Trace the originLouis Vuitton launched a paid Messi-Ronaldo chess photograph before the World Cup. Chess players decoded the position and meme accounts remixed it. WWD reported 72 million Instagram likes across three placements; attributable sales were not disclosed.
Dates use the stated precision; chart positions are date anchors.
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