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

Cartier and its micro-film L’Odyssee reached out 17Mio viewers

•  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