High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters

1. Luxury and Social Media
Estee Lauder APAC
Pierre Abadie Lacourtoisie
Digital Marketing & eCommerce Director

2. • 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?

3. “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

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

5. • 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

6. 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?

7. • 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

8. 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.

9. 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

10. 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

11. ´
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

12. Locally relevant contents
Leveraging ‘White Day’
occasion in Korea to
drive engagement
Leveraging ‘V-shape photo
taking’ trend in HK for Lifting
product

13. • 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