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Answer to Q2 of #RFTweet #PitchAloft. See the great success of our holistic process in action for Laura Mercier Cosmetics.

Answer to Q2 of #RFTweet #PitchAloft. See the great success of our holistic process in action for Laura Mercier Cosmetics.

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Aloft presentation Presentation Transcript

  • 1. +A Case Study for
  • 2. 2
  • 3. Kaplow’s Holistic Planning ProcessOBJECTIVE MEASURES TARGETS MOTIVATIONS INSIGHTS IDEA PROGRAM REPORTING What How Who Why What What How How change do will we are the target does each will convince our is the will we convey will we know if we want be able to audience(s) audience do what audiences to communication our idea to our our program is to create? measure this? it does today change their idea? audiences working? behavior In this new media landscape, successful programs should communicate one insight-driven Communication Idea holistically across traditional and digital channels to create change in the target audiences of our clients. This allows us to develop a deep understanding of our target audiences and communicate with them in an effective dialogue that will motivate them to take action that is aligned with the objectives of our clients. 3
  • 4. Challenge How do you give voice to a founder’s vision, empowering women everywhere to embrace their unique beauty? 4
  • 5. Communication Idea The artistic heritage of Laura Mercier helps you to bring out your natural classic beauty by accentuating your unique qualities. This is “the art of the flawless face”. 5
  • 6. 360˚ Holistic Program Overview Deep & Rich Media Relationships Experiential Social Media The Art of the Flawless Face Laura Inspires Content Creation & Influencers Distribution Standing Out in the Crowd 6
  • 7. Communications StrategyBuild and amplify brand awareness globally through PR initiativesthat elevate the brand’s profile in the industrySpotlight and leverage brand founder and ambassadors to“story-tell” brand message 7
  • 8. PR OverviewCreate and implement a comprehensive global strategy and roadmap for the brandPartner and align with media, influencers and strategic alliances to communicate brandpositioning and increase brand awareness Showcase Product Consumer-Facing Influencers of Artistry Portfolio Artistry / Events • Partner with media through • Solidify red carpet glamour • Partner and support other strategic and relationship- positioning business channels to amplify building events reach (i.e. digital, sales) • Target select influencers to • Showcase brand’s artistic begin building network of • Identify outside events that inspiration and product ambassadors reach target audience portfolio through strategic media outreach • Develop strategic brand alliances • Flawless Face 8
  • 9. Where It All Begins: Laura Inspires Influencers Develop a Red Carpet-centric program that builds relationships and allows Laura Mercier to develop a leadership position around celebrity beauty which targets two groups: • Celebrities who embody the Laura Mercier aesthetic • Key gatekeepers (agents, managers, publicists, makeup artists) Create and offer exclusive product selection that targets select influencers to build a network of ambassadors and strategic brand alliances which serves to: • Showcase the product portfolio through curated product gifting • Generate on-site pre-event, live red carpet and post-event buzz 9
  • 10. Results That Continue to Deliver • Red Carpet programs outreach resulted in more than 85 million media impressions • Emmy’s influencer seeding to Kathie Lee and Hoda resulted in TODAY Show features & invitation to participate at their exclusive “Favorite Things” event • Brand has been on Today Show 8 times since December 2011 Makeup artist, Brett Freedman, turns Julia Stiles into a modern-day Veronica Lake with Laura Mercier. “I applied Laura Mercier’s Lip Pencil inLeading beauty sites showed their readers Plumberry all over Julia’s lips to give them a Gwen Flamberg, Beauty Director of US Weekly magazine tweeted how to recreate Claire’s look. matte, old-Hollywood feel,” said Freedman. about Claire’s gorgeous Laura Mercier lip colour. 10
  • 11. Deep and Rich Media Relationships• Leverage Laura Mercier’s visit to New York to educate and excite a select group of top-tier media about Laura Mercier’s history, philosophy and key seasonal collections via intimate and small-scale events that allow for genuine brand story-telling and emotional connections • Most senior-level media attendance • Immediate buzz-building via live, on-site tweets • Laura speaks to each, individually, to gain insights and knowledge • Kaplow then works to develop customized stories relevant to each of reporter’s outlet• Results: Ongoing proactive and impactful dialogue with influential media that reaches the target audience to help drive deep coverage around the product portfolio showcasing brand artistry and expertise 11
  • 12. Standing Out In the Crowd• Elevate brand profile and enhanced brand positioning through targeted and strategic brand alliances with select influencers to build a network of brand ambassadors consisting of tastemakers, celebrities, personalities, and gatekeepers • Backstage at Fashion Week (Jenny Packman, Pamela Roland) • Showroom seeding programs with Marchesa• Results: More than 80 million impressions• Social Media: 846,000 impressions (Twitter), 18,000 Fashion Week video views, Behind-the- scenes photos reached 30,000 fans. 12
  • 13. Impressions Total Laura Mercier Impressions: More the 1 Billion (no multiplier) A 171% increase Year-over-Year (so far) 13
  • 14. Content Creation & DistributionExtending The Story ThroughLaura’s Brand AmbassadorsMake-up Artist VideosDetails: To engage Laura Mercier fans with originalcontent, we created 26 videos for use on all of thebrand’s social media channels and LauraMercier.comVideos included Global Makeup Artist bios/Q&A’s andvarious packages from Fashion’s Night Out andFlawless in Manhattan events-extending alreadyexisting traditional outreachImmediate Results: YouTube video views increasedby 10,000 new subscribers increased by over 400 14
  • 15. Video Production & DistributionExamples:Laura Mercier: Flawless in ManhattanConsumer ActivationLaura Mercier: Jerry Johnson on Laura’s PhilosophyLaura Mercier: How to Achieve ‘the Smoky Eye’Social Media Content 15
  • 16. Social Media OverviewWe engaged consumers in a conversation about the LauraMercier brand, accentuating natural beauty, art, culture and theArt of the Flawless face.We also asked them to share their secrets to a Flawless Facealong with Laura and her Makeup Artists to drive engagement,brand love and advocacy. 16
  • 17. Begin With Listening To Glean Insights This study examined what consumers were saying about the brand and its competitors as well as how often they were being mentioned. It ensured we had a full grasp of the beauty landscape in order to inform our social media strategies and content for Laura Mercier. We recommend conducting these on a quarterly basis.What We Learned:•Conversations about Laura Mercier occur mostly on microblogs (such as Twitter), blogs andother websites involving skincare, health, and nutrition•The term “flawless face” is included in 6-10% of the total Laura Mercier mentions each month•Conversations about Laura Mercier change from quarter to quarter. Between Oct-Dec, thediscussions grew about saving money on products, likely due to holiday sales and promotions.This year, the talk is mostly focused on emotions connected to the brand, with words like “love,”“kiss,” and “passion,” and home-connections, with words like “house,” “bathroom,” and “bath”mentioned often 17
  • 18. Develop Brand Voice• A consistent brand voice helps us better relate to our consumers and ensure that our conversation and content is authentic and relatable.• Utilizing our knowledge of the brand and insights data, we created a document detailing our recommendation for the Laura Mercier “voice” on all social channels as well as content themes that would engage our fansWho is Laura Mercier online?: The voice of Laura Mercier is sophisticated and refined.Inspirations: Laura Mercier, Carla BruniShe is:•Discrete • Chic•Epicurean • Feminine•Poised • Accessible•Authentic • Cultured•Expert • Inspiring•Wise • Creative•Self Accepting • Discerning 18
  • 19. Develop Content StrategyWe engage our audiences with conversation around the following topics, combining brand-appropriate topics that our target is interested in with “The Art of the Flawless Face” messagingto stimulate discussion and build brand advocacy. Laura Mercier Social Media Content Strategy Facebook & Twitter Award/Hollywood Live Updates from Partnerships with Glamour Lifestyle Tips Events Key Influencers Call-Outs Quotes/Tips Promotions/First to Tips/How-To’s Sensory Experiences Inspiration from Know Invites from MUAs (art and culture) Laura Key Media Quotes from Product Highlights/ Secret Question Placements Inspiring Women Recommendations and Answer Open-Ended Fan Recognition/ Fill in the Blank Questions Reviews 19
  • 20. Holistic “Secret Share” CampaignDetails: Took a holistic 360˚ approach to create a fluid Secret Share campaign across social media channels showcasing the fall ad messaging. This allowed us to delve into Laura Mercier’s story and voice while empowering women to own their individual beauty• A default Facebook tab created to mirror the fall ad went live the day September magazines were shipped. The tab invited new visitors to share their beauty secrets before we shared Laura’s and asked provocative questions to elicit responses. The campaign built anticipation and helped us learn what our fans love about beauty• Created a unique hashtag, #secretshare on Twitter with secrets directed not only to followers, but to well-known figures in the beauty world, calling attention to editors, celebrity fans,influencers and bloggersImmediate Results:• Facebook engagement rose 60%,• Likes increased 58%, post views increased 36%• Gained 823 Twitter followers, earned 700 mentions and 158 retweets 20
  • 21. Emerging Platforms• Pinterest is the fastest growing social media platform for our target and allows us to reach her where she is already spending her time; it is also the highest driver for website traffic for many large brands, above Facebook, Twitter and YouTube• We know how much fans love learning about Laura and Pinterest offers us the opportunity to tell Laura’s story in a highly visual manner.• We are establishing a presence for Laura Mercier on Pinterest by building boards that highlight not only her story, but those of the Makeup Artists and the brand’s extensive array of available products 21
  • 22. Making it all Work Together: Flawless in ManhattanStrategy:Execute events to educate editors and consumers about the brand’s founder, heritage and the Art of the FlawlessFaceExecution: • We coordinated and message-trained 26 brand ambassadors to interact with consumers in Manhattan and drive them to retail • To leverage integrated events across 24 Laura Mercier retailers, drive in-store traffic and build buzz, Kdrive live tweeted from Flawless in Manhattan Global Makeup Artist locations throughout the day • Tweets included event announcements, images and tips, and promoted a planned Twitter Chat with Alexis Comforti • Video footage was also shot and edited for future content seedingResults:•PR outreach resulted in 62,000 short-lead/online impressions for one evening event•Gained 105 Twitter followers, earned 142 mentions and 42 retweets 22
  • 23. Holistic Program ResultsOverall Results• Credited for a 30% increase at counter, in-store sales• Coverage resulting in more than ONE BILLION media impressions (no multiplier used), a 171% increase over PY• Increased Facebook fan base by over 165%• Grew Twitter followers by over 350%• YouTube subscribers increased from 0 to 1,106• Launched initial 4 boards on Pinterest garnering over 1000 Total followers in 4 weeks• 60% overall increase in engagement on all platforms• Nearly 30 ongoing influencer relationships with key high-profile decision makers, tastemakers and gatekeepers including Kathy Lee and Hoda, A-list celebrity artists and influencers and high-profile fashion leaders• Feature coverage of “Flawless Face” messaging which highlights product images and positive tonality with brand ambassadors/spokespeople (100% positive tonality, 90% visuals, 98% key message pull-through, 98% link to purchase) 23