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Luxury and Social Media Estee Lauder APAC Pierre Abadie Lacourtoisie Digital Marketing & eCommerce Director
• A Luxury brand is not simply a brand
• Reasons AND Emotion à consumers buy a dream, the rarity of the product, a social status
• Luxury brands are not for everyone
• Luxury is a contradictory item for marketers = we aim at selling as many luxury goods as possible while asserting the exclusiveness and rarity of our products
What is a Luxury brand?
“The world is changing, the economy is changing, the geography of luxury is changing. We want to just remind people who we are at
Cartier.”
Francois Le Troquet
• It’s a Powerful Marketing Channel to tell brand story and recruit
• Consumers “follow/like” a luxury brand because they love the brand. Less about financial benefits
• Friends / WoM play a key role to trigger luxury brand purchase impulse
• Social Media broadens reach & helps grow desire for the brand • consumers do not know your brand DNA / heritage • consumers are highly involved, engaging in multiple touch points prior to
purchase
Why Luxury brands must play on social media
Challenges
Image control
Luxury brands are
NOT for everyone
Strong in traditional
Media ROI?
Global image vs. local engagement
Social media is for everyone
How to measure ROI for brands with already high awareness?
How to use digital vs. TV & Print?
• 22 social media channels in APAC
• 3.8 Mio fans in APAC
• Local engagement – launch & on-going à 1st Int’l brand to launch LINE in JP & TW
• Integration w/ EC and offline
• Mobile
Estee Lauder strongly believes in social media
MUST DO
• To keep other people from stealing our name and miss spreading the brand
Awareness / Engagement
• Fantastic launch pad for marketing campaigns
• Magnify peer influence & brand ambassadors
• Complement traditional media
Traffic
• To physical store via sampling
• To eCommerce
Sales
• POS: Social media x CRM
• eCommerce
ROI ROI is about relationship, emotion, cognition…but also
sales
Digital presence - Redemption rate - Traffic, etc.
- Conversion rate - Conversation - Amplification, etc.
Map digital to consumer journey AWARE ENGAGEMENT ACTIVE
CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
Digital enhance sharing
Digital Consumption & application tips,
Live chat, online polls
Digital Enhance reach
Digital Engagement story, Behind the Scene,
product WOM
Digital Product
introduction, Opinion
Leaders, Trial, WOM
Digital E-commerce
Digital E-CRM
TVC Brand
awareness / Reach
Magazine editor, expert recommends
TVC
Magazine
OOH visual impact & special event
Magazine brand equity,
quality Counter
Product introduction
OOH Coverage
Counter
CRM DM, EDM, SMS,
Call center CRM
Call center
Counter BA teaching
Contents
Brand voice
Planned & engaging conversation calendar
Product campaign &
on-going
Quality contents with viral potential
Image from Global but
local engagement
Products & Occasions
Right contents for right consumer stage
Tease
Enhance consumption
Post-purchase service
Soft-sell marketing message
´
Lied in pomegranates, a fruit that radiates beauty.
Introduce the new products Users’ review ‘Radiate your life’ concept
Planned conversation: tease > reveal > go beyond the product Pre-launch Launch Post launch Social app
Conversation Calendar
Locally relevant contents
Leveraging ‘White Day’ occasion in Korea to drive engagement
Leveraging ‘V-shape photo taking’ trend in HK for Lifting
product
• Playing on Social is vital because – Luxury is highly social – Social media is vital for awareness, communication &
relationship management
• We must play right – Clearly keep the brand DNA in mind – Develop quality and easy-to-share contents – Systematize the production of contents to always
keep the desire alive
Conclusion