Considering the strong presence the brand has established in the metaverse, gaming and web3 experiences, the objective was to create a place where this community can come together and bond over similar interests in an approach that is more organic than simply through likes and/or comments as on other social channels. The brief of the Discord Server was to create a place where enthusiasts could come together to share their interests, talk, discuss and educate themselves on a wide array of topics.

A Discord server was built based on the dimensions of Gucci Vault, Gucci’s concept store where past, present and future co-exist through an exploration of new digital realms alongside a curation of Gucci vintage pieces and noteworthy designers. From creators and collectors to the purely curious, anyone can join in on the conversation. Today the Gucci Vault server allows for the community to discover multiple channels dedicated to Gucci Vault related topics. From a “GM” channel where the community wishes each other a good morning to fashion, vintage, games & art. The community is invited to discover Gucci’s latest fashion drops but also is free to share their own art and creativity. Inside the “Sounds of Vault” channel, players can listen to a playlist created by some of the designers Gucci has worked with on vault.gucci.com

Discord has allowed Gucci to reach a new audience which it could not reach with their traditional social channels.

An audience that is overwhelmingly male, US based and interested in Web3 activities is in stark contrast with Gucci’s normal audience.

Gucci has built a content strategy that is different from its normal strategy by leveraging on activities (e.g., quizzes, streams, challenges) to engage with its audience, in line with how other community-driven Discord servers operate.

With the help of the people at Discord, the server was set-up over a 7 day period, opening the server in record breaking time. After this Gucci’s main Twitter account posted about the opening of its server and saw an immediate influx of 20k members. The Discord server is a permanent channel where the community can hang out on a daily basis and where intermittent updates regarding Gucci’s Web3 journey are shared. The goal is not to make the biggest server ever but rather to foster a strong community of Gucci and Web3 aficionados.

- First week 38k members joined vs. 4k average of the other Discord Branded Communities

- Currently the server is sitting at 55k

- Gucci was the server with the most messages sent in the first week of launch within the Branded Communities Team at Discord.

- Over 350k interactions with the community since inception

- Team of 4 dedicated community moderators

- Support of actual Gucci Client Advisors inside the Discord Server

- Important Gucci launches have taken over Discord - meaning the logo and banner had changed in the peak period of the launch + engaging activities happened related to the launch.

- Major data gathering activities have been organized where NFT Holders registered within Gucci’s CRM database thanks to Discord activities.