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LAVIN Digital Marketing Audit
AGENDA • Brand audit
• Digital strategy
• Digital media budget and timeline
Brand Recognition Quantitative Analysis • Search Volume • Social Buzz • Brand Owned Presence
in social
Qualitative Analysis • Consumers’ interest • Diversity of brand
platforms
Methodology – Compare with the different Tier of brands in China via the available monitoring tools
Methodology – Manually study and research on social post and context within the digital platforms
Search Volume o LAVIN search volume is much lower than the top brands in recent 3 years
• Burberry has been highly active in China digital market since 2011 and its search attention has been trending up
• The spike was for “Lanvin for H&M” o LAVIN searcher is highly 1 tier city skew whereas the top brands already
penetrated to 2nd tier cities
Source: YTD 2012 Baidu Index (vs. Dior and Givenchy)
Social Buzz
-‐‑
1,000
2,000
3,000
4,000
Lanvin Givenchy Burberry
1,081
2,217
3,814
Sina weibo post (brand mention)
(,000)
o Within the top social media – Sina weibo, the brand mentioning post about Lanvin, is half amount of Givenchy and one-third of Burberry
Source: Sina Weibo (Sept. 2012)
Brand Owned Presence o Lavin fragrance owns Sina weibo brand page – compare to Givenchy
Perfume, the weibo active rate, influential rate and PR value are way behind
LAVIN
Givenchy
Source: Social listening tool
What d netizens talk about Lanvin? Fragrance.
Source: Sina Weibo, the posts have been re-‐‑tweeted and comment the most
Cross-‐‑brand coop. (Laduree & Vogue FNO)
The arty-‐‑fashion
Celebrity and dress.
Highest re-‐‑tweet is around 600, and the others are 100 in average LANVIN fans also follow Chanel, Givenchy and Dior
What do fashion fans care about?
Fashion design
Alber Elbaz
The observation within key high fashion verticals
Commercial ads
The observation within social shopping sites
Fragrance
Fashion Piece
Brand Platforms Media platform Lanvin Burberry Givenchy
Sina Weibo Fragrance only
Fashion & Cosmetics
Youku -‐‑-‐‑
-‐‑-‐‑
Kaixin -‐‑-‐‑
-‐‑-‐‑
E-‐‑commerce
Search brand presence
-‐‑-‐‑
-‐‑-‐‑
China website
SWOT Strength • Core fashion fans are well obtained and
advocate the brand value • Alber Elbaz personality and what he
stands for
Weakness • Lanvin is now in a position with low
brand awareness in overall (not search, nor social buzz)
• Existing brand presences are not strong (not in fan base, nor in the engagement & sharing)
Opportunity • China online shopper are growing fast
(given more and more online shops open) • 1st tier cities, urban area residence are in
favor new and trendy brand over monogram
• Digital Market is growing, from offline to line and from online to mobile
Threats • China luxury goods policy has impede
consumers purchase intent locally • Overall high-‐‑fashion e-‐‑shops experience is
not mature, increasing the risk of newly entered brands
Digital Strategy in 6 months
Social, Search and Display
Performance Ad network
Bran
d Awareness
Direct Response
Thematic campaigns driven buzz; and strategically social Reinforce with brand image
Seasonality driven promotions, tied-‐‑with mobile
for CRM and consumer segmentation
Digital Strategy after 6 months
Social, Search
Performance Ad network
Bran
d Awareness
Direct Response
Always-‐‑on branding campaigns to continue being engaged with consumers
Continue data-‐‑mining and consumer acquisition to
drive sales
Estimated Media Budget Campaigns Suggest Budget
(month) Total Budget (12 months)
Weights
Branding campaign x1 4,500,000 4,500,000 Launch (60%); remind (40%)
Seasonality campaign x4 600,000 2,400,000 Evenly split
Always-‐‑on campaign x2 1,120,000 2,240,000 Evenly split
Total (12 month) 9,140,000
Assumption-‐‑ • 20 orders per day are all for fashion items (prices is >3,000) • CPA of registration is added 300% premium for luxury goods benchmark • CVR to completion of purchase is based on the experience
Thank You.
