Estee Lauder: Digital Strategy Campaign

Brianna HamiltonADV 420

The Brand• American company founded in 1946• Estee Lauder is one of the top beauty brands on the

market, operating over 25 makeup artistry and professional brands• They take use of multiple social media networks:

Facebook, Twitter, Instagram, Pinterest, and Youtube• High-end makeup, skincare, body care, and perfume

company• Revenue steadily increasing

The Big Picture• Reach a new age demographic to boost sales

• Increase social networking on those lacking

• Develop an App

Target Audience• Sophisticated woman

• Age: 25-65+

• Middle class and/or Upper class

• Makeup Professional

New Demographic• Age:16-22 year olds

• Younger cover model/Spokesperson

• Social Media Increase

Social Networking• Facebook, Twitter, and Instagram- Large number of followers- Active engagement- Change: connect posts from accounts• Pinterest and Youtube- Least amount of followers- Lacking engagement- Focus on these accounts

Estee Lauder App• Convenience-beauty to go-younger customers-connect all social media ads to one place• Product sales-increase sales-buy on the go-user interaction

KPI’s• Time Frame: 6 Months• Month 1-improve content-connect social media accounts• Months 2-5-increase brand awareness-new cover models-app development• Month 6+-increase in customers-app released

Budget• Social Media digital advertising: $10,000,000

• App: $3,000

• Ad Words: $2/click

Future Trends• Increase demographic to women college aged+

• New app brings brand awareness

• Reinvent ad campaigns with new variety of cover models

• Pinterest and Youtube channels have user increase (new forms of advertising and brand awareness)

Photocred: blogger.com, esteelauer.com, youtube.com, facebook.com, screenshot