— Ben Lilly, the founder of Giant Leap Digital, is leading the charge in transforming the way luxury brands connect with high-net-worth and ultra-high-net-worth individuals. As the founder of Giant Leap Digital, a consultancy that blends creativity with cutting-edge digital strategies, Ben has built a company focused on understanding the unique needs of affluent consumers and delivering marketing that truly resonates.
As the world’s wealthiest consumers become more digitally connected and selective, Ben Lilly recognised that traditional luxury marketing strategies were no longer enough. “Luxury isn’t just about exclusivity,” says Lilly. “It’s about personalisation creating meaningful connections with customers, understanding their needs, and delivering experiences that truly speak to them.”
A Fresh Approach to Luxury Marketing
The luxury industry has changed, and with that, the way brands engage with wealthy consumers has evolved. Ben Lilly’s approach to marketing reflects this shift. Unlike many agencies that take a cookie-cutter approach, Giant Leap Digital works like a consultancy, creating bespoke strategies for each client.
“We focus on understanding the challenge first and then build the right team to solve it,” Lilly explains. This is where Giant Leap Digital sets itself apart. The agency doesn’t just create ads or campaigns it carefully builds strategies based on data, insights, and a deep understanding of how affluent consumers behave.
The team at Giant Leap Digital works with senior-level talent, ensuring that clients receive only the best advice and strategies, no matter the project. “We only use practitioners who have 10+ years of experience,” says Lilly. “There are no junior handovers after the pitch. Our clients deserve the best from start to finish.”
Ben Lilly’s Insights: A Look Behind the Scenes
In a recent episode of Giant Leap Digital’s podcast, In Conversation With, Ben Lilly shared his thoughts on the changing landscape of luxury marketing. In the episode, Lilly revealed that when it comes to targeting high-net-worth individuals, traditional methods often don’t work.
“Wealthy consumers are more private than ever before,” says Lilly. “They’re turning away from obvious status symbols and opting for silent luxury unbranded but highly curated experiences that only a select few can access. To reach these consumers, you have to go beyond the individual and target their networks, like family offices, advisors, and partners.”
Ben also discusses the growing trend of younger wealth holders using platforms like Instagram to discover luxury goods and invest in alternative assets, like NFTs and watches. This change reflects the way the industry is evolving, with peer validation becoming more powerful than traditional luxury codes.
His perspective provides valuable lessons for anyone wanting to understand how wealth audiences are changing and how brands can adapt their marketing strategies to stay relevant.
Client Successes: Driving Growth in Luxury Sectors
The success of Giant Leap Digital is not just in theory it’s proven by the results it has achieved for clients. The company has helped brands in sectors like real estate, yachting, and hospitality enhance their digital presence and connect with affluent customers more effectively.
Take Sanlorenzo, a global leader in the superyacht industry, for example. After working with Giant Leap Digital, the company saw a 400% increase in website traffic and a 150% rise in brochure downloads. For Almanac Hotels, the team helped the luxury hotel chain increase its revenue by 135% through a tailored digital marketing strategy.
These results show how Giant Leap Digital’s personalised, data-driven approach can create meaningful growth for luxury brands by speaking directly to the values of HNW and UHNW individuals.
Ben Lilly’s Philosophy: Putting the Audience First
At the core of Giant Leap Digital’s success is Ben Lilly’s philosophy of audience-first thinking. “The biggest mistake many luxury brands make is starting with their own brand, rather than understanding the audience,” Lilly explains. “The key to successful marketing is listening to your customers, understanding what they need, and shaping your brand around that.”
This audience-first mindset has guided Giant Leap Digital since its inception. By using data to understand the unique behaviours and needs of wealth audiences, Ben Lilly and his team are able to create marketing strategies that drive better results and build long-lasting relationships with clients.
About Giant Leap Digital
Giant Leap Digital is a London-based luxury marketing consultancy founded by Ben Lilly. The company helps luxury and finance brands connect with high-net-worth and ultra-high-net-worth audiences through personalised data-driven strategies, creative content, and digital marketing. Giant Leap Digital works with clients across a variety of luxury sectors, including real estate, private aviation, superyachts, and wellness.
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