Luxury brands are increasingly integrating memes into their social media advertising to engage consumers more effectively. A study led by Professor Tae Hyun Baek from Sungkyunkwan University, published in the International Journal of Advertising, explored this trend through four experiments. The research found that luxury-branded memes, such as Gucci's #TFWGucci campaign, are perceived as funnier than traditional advertisements, with humor and unexpectedness enhancing their appeal. Consumers showed a greater intention to share these meme ads, indicating that humor plays a crucial role in the effectiveness of luxury brand messaging. Additionally, a field experiment utilizing Facebook A/B testing revealed that meme ads resulted in higher clicks and user engagement compared to non-meme ads. However, the study also noted that while meme advertising boosted sharing intentions for luxury brands like Prada, traditional ads were more effective for non-luxury brands such as Zara. Professor Baek advises that luxury brands must align their meme advertising strategies with their brand positioning to maximize impact.