The Data Behind Today’s Winning Marketing Strategies · 1st vertical marketing & data...

Alison BringéChief Marketing Officer

The Data Behind Today’s Winning Marketing Strategies

And trusted partnerships within the industry…

For over a decade more than 1000 brands and agencies have used Launchmetrics’ Marketing Platform & Data Analytics to build brand value.

1st vertical marketing & data analytics platform used by more than 1,000 Fashion, Luxury & Cosmetics brands.

We help them accelerate their product launch cycle and move their consumers from product discovery to purchase.

Access to network - # 1 FLC influencers & media community

Activation – Events, Samples, Visual Content Marketing

Measurement – Campaign performance & benchmark

@launchmetrics

WHAT WE DO

How?

of US online adult luxury buyers regularly like or

comment on brand posts - Forrester

of brands implemented influencer marketing

campaigns in the past year - Launchmetrics

53% 61%

of luxury purchases were digitally influenced

- BCG

80%

@launchmetrics

THE DIGITAL REVOLUTION CONTINUES TO STRENGTHEN

Add

THE “MILLENNIAL STATE OF MIND” IS PERMEATING THE LUXURY INDUSTRY AND CHANGING THE COMMUNICATION MIX

GENERATION Y / ZBOOMERS / GENERATION X

85% OF LUXURY

GROWTH IN 2017

40% OF LUXURY MARKET

IN 2025

EXCLUSIVITY PRESTIGE SCARCITY ACCESSIBILITY AUTHENTICITYPERSONALITY SUSTAINABILITY

OF LUXURY MARKET IN 201777%

@launchmetrics

Fashion Beauty Luxury

2018

Millennials (24-28)

Gen X (39-52)

Gen Z (6-23)

74.6%

22.3%

3.1%

201917.6%

Gen X

21.1%Gen Z

61.3%

Millennial

21.9%

Gen X

1.6%

Gen Z

76.5%

Millennial

29%

Gen X

71%

Millennial

@launchmetrics

TARGET AUDIENCE

Monitoring is often done separately for online, social and

print. On social even owned media and influencer marketing are often

tracked through different tools.

AVE & circulation for print, visitors and backlinks for online and

followers, engagement or EMV for social : there is no unified

methodology.

From traditional PRs and owned content to influencer gifting and

partnerships with celebrities, communication investments are

increasingly fragmented.

Brands can’t benchmark strategies or against competitors

@launchmetrics

THE CHALLENGE

Is there isn’t a unified methodology for measurement

HOW BRANDS ARE ARBITRATING BUDGETS

Traditional Media

Influencers & Celebrities

Owned Media Partners

PR & Media Relations

Influencer Marketing

Social Media & Content Marketing

Business Development & E-Commerce

@launchmetrics

Photo: @XeniaAdonts

TRADITIONALMEDIA

CELEBRITIES

INFLUENCERS

PARTNERS

OWNEDMEDIA

Awareness

Authority

Amplification

Advocacy

The Cycle of Influence has expanded from a few concentrated sources to

five main voices that move consumers through the buying journey.

A VOICE-CENTRIC APPROACH

@launchmetrics

(MIV™)

More than 100 attributes including Media Rates, Audience, Engagement, Content Quality…

Based on industry specific panel (Fashion, Luxury and Beauty)

AI powered: algorithm trained on more than 5 years historical campaign performance data

PRINT MEDIA

ONLINE MEDIA

SOCIAL MEDIA

ABOUT OUR DATA & METHODOLOGY

TRADITIONALMEDIA

CELEBRITIES

INFLUENCERSPARTNERS

OWNEDMEDIA

@launchmetrics

The Changing Landscape

Global Landscape Today

@launchmetrics

THE MOST ACTIVE VOICES AREN’T ALWAYS THE MOST POWERFUL

2017

Traditional Media Influencers Celebrities Owned Media

0.0%

20.0%

40.0%

60.0%

Traditional Media Influencers Celebrities Owned Media

0.0%

20.0%

40.0%

60.0%

Total Placements

Total MIV

2018

@launchmetrics

GROWTH IN TRADITIONAL MEDIA

$148Min Media Impact Value™

28%of the total

voice

2017/ September 2018/ September

@launchmetrics

VS

$306Min Media Impact Value™

32%of the total

voice

THE EVOLUTION OF OWNED MEDIA

$81.7Min Media Impact Value™

15.2%of the total

voice

2017/ September 2018/ September

@launchmetrics

VS

$144Min Media Impact Value™

10.3%of the total

voice

INFLUENCER MARKETING ON THE RISE

$143.8Min Media Impact Value™

32%of the total

voice

2017/ September 2018/ September

@launchmetrics

VS

$466Min Media Impact Value™

44%of the total

voice

How brands are creating value

Value Creation

@launchmetrics

@launchmetrics

HOW BRANDS ARE CREATING VALUE

Owned Media 61.1%

Media 28.5%

Influencer 10.o%

Celebrity 0.1%

Voice Split

Partner 0.3%

$16MMedia Impact Value

Photo: @victoriabeckham

HOW BRANDS ARE CREATING VALUE

Owned Media 30%

Media 17%

Influencer 46%

Celebrity 7%

Voice Split

Partner 1%

$38MMedia Impact Value

Photo: @chiaraferragni@launchmetrics

HOW BRANDS ARE CREATING VALUE

Owned Media

46.7%

Media

Influencer

Celebrity

Voice Split

Partner

$19M+Media Impact Value

GUCCI

43.5%

33.6%35.2%

19.6%19%

2.2%

0.1%0.1%

20172018

@launchmetrics Photo: @gucci

GUCCI REACHES NEW AUDIENCES BY MOVING CITIES

MILAN 2017 PARIS 2018

SP UK

US FR IT

SP UK

US FR IT

62% MIV 16% MIV 15% MIV

3% MIV 3% MIV

33% MIV 31% MIV 15% MIV

7% MIV 15% MIV

@launchmetrics

Define your goals and context to find the right mix to move consumers through the buyer journey.

KEY TAKEAWAYAwareness

Legitimacy

Purchase

Retention

Advocacy

Goal

TRADITIONALMEDIA

CELEBRITIES

INFLUENCERSPARTNERS

OWNEDMEDIA

@launchmetrics

Q&A@launchmetrics