Presented at Digital Marketing in Fashion & Lifestyle Event

1. While Autumn Fashion is kicking off…
…let’s talk about 3 things to think of in 2014

2. A way to build
BRAND
FASHION BRANDS
Danielle Koens – Agency Relationship Manager Google

3. EMOTIONAL RESPONSE
through story telling
On YouTube: Levi’s Launderette or
http://youtu.be/wT4DR_ae_4o

4. LOVE AND TRUST
that are built over time

5. MASS
Audience
Media
Communication
Currencies
Times have changed since the eighties

6. UNLIMITED CHOICE
any content, any time, any screen

7. WINNING HEARTS
remains the key objective

8. Find the right
PEOPLE
Tell great
STORIES
Build stronger
RELATIONSHIPS

9. Find the right
PEOPLE
How many people do
I need to build my business?
How will I find them?
Tell great
STORIES
Build stronger
RELATIONSHIPS

10. Where can you find your audience?
And where do you spend your budget?
26% Internet
38% Television
34% Radio
2% Print
Source: eMarketer Time Spend on Media March 2013

11. Every second there are 70 ‘fashion’
searches on Google in Netherlands
NL: relative size 'fashion' online
vs other categories
NL: YoY Growth queries per
category Q2 2013
45%
Home &
Garden, 42%
40%
Fashion
23%
Home &
Garden
24%
35%
30%
Fashion, 28%
25%
Computers &
Consumer
Electronics
22%
20%
Travel &
Tourism
31%
15%
10%
5%
0%
Source: Google Internal
Computers &
Consumer
Electronics,
7%
Travel &
Tourism, 3%

12. Your customers’ behaviour has changed
Fashion Queries NL Q2 2013
Computers
Mobile devices with full browsers
Tablets with full browsers
YoY Growth Fashion NL
Queries Q2 2013
Computers
Mobile devices with full browsers
Tablets with full browsers
165%
18%
130%
10%
72%
8%

13. Examples mobile

14. Find the right people through
DATA
GOOGLE DATA
Visited sites on the web, watched videos
ADVERTISER DATA
Visited advertiser website, downloaded mobile app
THIRD PARTY DATA
Visited retailer website or online shop

15. Moving people down the
FUNNEL FASTER
JUICY COUTURE
Blurring the lines between
advertising and buying
Results
850.000 views
On YouTube: Juicy Couture or
http://youtu.be/JBEX_uXFMn8

16. Find the right
PEOPLE
Tell great
STORIES
What is my brand story?
How do I tell it in the most
compelling way?
Build stronger
RELATIONSHIPS

17. “THE CHALLENGE IS TO BE INNOVATIVE
WITH THE NEW TECHNOLOGY TO TELL A
STORY IN A BETTER WAY.”
Ajaz Ahmed, founder of AKQA, Digital Agency for Nike

18. Reinvent brand
EXPERIENCE
Turning your customers into
ADVOCATES
Results
4 mln views cross platform
300.000 new G+ followers
7500 live views red carpet hangout
600 photo booth shares
400 press mentions
On YouTube: The Future of the Fashion Show by Topshop
http://youtu.be/5TAF9OfL99g

19. Reinvent brand
EXPERIENCE
Results
1.8 mln views
massive press coverage
On YouTube: DVF Glass or
http://youtu.be/30Pjl31cyDY

20. Find the right
PEOPLE
Tell great
STORIES
Build stronger
RELATIONSHIPS
How can technology
allow me to build stronger
relationships faster?

21. Relationships are accelerated through
RECOGNITION
I visited
I followed
I searched
I watched
I bought
I subscribed
I clicked

22. The best expression of your
BRAND PROMISE
CLINIQUE
Consultancy approach online
Results
~ 10 hangouts
Engagement of 3 to 18 min
3.200 – 35.000 views
On YouTube: Clinique Hangout or
http://youtu.be/dBYgoIPPFms

23. Nurture shared
VALUES & PASSIONS
G+ H&M 3.4 mln
Michelle Phan 4.7 mln subscribers
Nikkie Tutorials 323.000 subscribers
On YouTube: Michelle Phan or
http://youtu.be/LfN1Ks_4dig

24. Things to think about (more) in 2014
Find the right
Tell great
Build stronger
PEOPLE
STORIES
RELATIONSHIPS
How many people do
I need to build my business?
How will I find them?
What is my brand story?
How do I tell it in the most
compelling way?
How can technology
allow me to build stronger
relationships faster?

25. We love to help!
Your Personal Google Shoppers
Niki Lin – Industry Manager Fashion – nikilin@google.com
Danielle Koens – Agency Relationship Manager dkoens@google.com