Luxury Brands and the Social Campaign

José de Cabo spends a lot of time on social media. But unlike most people who post on Twitter and Facebook to keep up with friends and family, Mr. de Cabo and his team of more than 140 people — primarily based in New York and London — have another goal.

They scour the world’s most popular social media sites on behalf of luxury brands like Lancôme and Yves Saint Laurent, hunting for photos taken by individuals that feature the brands, say an image of a handbag or pair of shoes, that could be used in marketing campaigns.

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