Internet Marketing Company Report 2017 Fall Part 1

© 2017, Internet Marketing, Professor Janghyuk Lee 11
Internet Marketing Cases
 This document compiles ‘Internet marketing cases’ conducted by Korea
University Business School undergraduate students in Fall semester of
2017.
 Each of company report includes following contents;
 A brief history of target company
 A summary of target company’s Internet Marketing activities
 Target campaign: description & performance
 References
 Open sources for internet marketing
 https://sites.google.com/site/janghyuklee/teaching-1/internet-marketing
Janghyuk Lee, Professor of Marketing
Dec 14, 2017

List: Part 1
 Part 1
 Blizzard Entertainment
 Riot Games
 Gucci
 Tag Heuer
 Rituals
 Part 2
 Cathay Pacific
 Korean Air
 UNICEF
 IKEA (Singapore)
 Puma (Korea)
 Mega Study (Korea)

Company Report by
Julius Samuel Peiper
2017952550
julius.peiper@uni-wh.de

Table of Contents
14.12.2017 Julius Samuel Peiper 2
1. Company Introduction
2. Current Internet presence
3. Competitor Comparison EA Games & Riot Games
4. Representative Campaign #1 Introduction of the Online Game Overwatch
5. Representative Campaign #2 Starcraft free-to-play
6. Conclusion and Recommendations

1. Introduction – Company History
• Founded in 1991 under the name of Silicon Synapse
• Started with developing a race and an action game
• Had their breakthrough with the introduction of the Warcraft series in 1994
• Creating genre building games, establishing the Diablo,- Starcraft- and World of
Warcraft franchise
• Mission statement:
• “Dedicated to creating the most epic entertainment experiences...ever.”
• Slogan :
• “Creating Worlds”

Introduction – Facts and figures
• Record Revenue $6.6 bn (2016) 42% growth (from 2015 to 2016)
• Digital Revenue $4.6 bn 94% growth
• Ingame Revenue $3.6 bn 126% growth
• Net profit $966 mil 8% growth
• over 40 Million active Users
• 43 Billion hours people spend 2016 within Blizzard games from 196 countries
00-Jan
01-Jan
02-Jan
03-Jan
04-Jan
05-Jan
06-Jan
07-Jan
Record
Revenue
Digital
Revenue
Ingame
Revenue
Net Profit
Key numbers in $bn
2014 2015 2016

The Gaming Industry
• Growth of over 19% per year
• New players from all age groups and developing regions
• Expanding internet access across all world regions
• Costumer needs for products expand and diversity -> challenge for the gaming
companies to adapt on

Consumer Engagement Model (Blizzard & Activision)
1. Audience Reach by
providing high quality
games
2. Consumer engagement
due to positive
experiences
3. User enjoy the products
and investment into further
games or ingame content
4. Loyalty and
reinvestments

2. Current Internet Presence & Competitor Comparison
Social Media Blizzard EA Games Riot Games
Facebook Likes 21 million 64.4 million 17.7 million
Youtube Subscriber 4.9 million 9.6 million 11 million
Twitter Follower 8.4 million 16 million 7,5 million
Instagram Follower 1.8 million 17.7 million 2,5 million 0
5
10
15
20
25
Facebook Youtube Twitter Instagram
Blizzard Follower in MillionBased on the subscriber, follower and like counts which directly arise from
the company social media accounts or its designated game social media
accounts which are manged by the companies

Blizzard on YouTube
• Overwatch Channel: 2.110.000 Subscriber
• Wow Channel 950.000 Subscriber
• Heroes of the Storm Channel: 526.000 Subscriber
• Hearthstone Channel 396.000 Subscriber
• Blizzard Entertainment Channel 319.000 Subscriber
• Starcraft Channel 315.000 Subscriber
• Diablo Channel 282.000 Subscriber
• Blizzard Costumer Support Channel 40.000 Subscriber
4.938.000 Total number
of Subscriber
Youtube Subscriber
Overwatch WoW HotS Hearthstone
Main Channel Starcraft Diablo CS

Blizzard on YouTube and Instagram
• YouTube and Instagram deliver Blizzard`s video trailer, teasers and lore based background information
about the provided games
Starcraft Teaser on the Blizzard Channel Lore Background information and trailers for overwatch

Blizzard on YouTube and Instagram
• By providing the visual content over YouTube and Instagram,
Blizzard can use the detailed and costly produced Cinematic scenes
in the games and make advertisement for the games on social
media
• Friend Interactions with gaming content raise additional awareness
about the played games
• Self sustainable network, any related news to other games
and Blizzard related content are also targeting the whole
Blizzard network as a potential costumer group for
expansion packs of existing games, new games or films which
are currently in the development phase

Blizzard on Twitter
• Overwatch Channel: 2.590.000 Subscriber
• Wow Channel 1.420.000 Subscriber
• Blizzard Costumer Support Channel 994.000 Subscriber
• Blizzard Entertainment Channel 944.000 Subscriber
• Hearthstone Channel 872.000 Subscriber
• Diablo Channel 654.000 Subscriber
• Heroes of the Storm Channel: 489.000 Subscriber
• Starcraft Channel 432.000 Subscriber
8.395.000 Total number
of Follower
Twitter Follower
Overwatch WoW HotS Hearthstone
Main Channel Starcraft Diablo CS

Blizzard on Twitter and Facebook
• Blizzard highly active on Twitter and Facebook to provide game announcements
and interact with the community
• Including community building and costumer support (extra accounts for that
purpose)

3. Competitor Comparison EA Games
EA Games – Online Game Producer
• Very diverse game title sections ranging from
Battlefield over Sim City up to with a gaming
network with over 64 million Facebook likes
4.650.000 Facebook Likes on their Facebook side
Peaks for game releases and announcements
but very volatile, peaks for game
announcements but average engagements by
the costumers vary a lot Need for Speed – fortune
valley release
EA Games Aug-Nov Facebook statistics
(Keyhole.co)

Competitor Comparison EA Games
Main Site Comparison:
EA Games 4.650.000 Facebook Likes
Blizzard 3.411.667 Facebook Likes
Total Engagements on the Main Social Media Sites over the last 3 Months:
EA Games : 38279
Blizzard: 109.132
Total Engagements/ Facebook Likes Ratio:
EA Games: 0,01
Blizzard: 0,032
Blizzard Entertainment reaches overall more Engagements per Post and further more
Engagements divided by the overall Facebook Follower. Therefore the reach and the
reactions are wider and enable Blizzard to engage further with their follower and fans.
Most severe is this displayed in the total Number of Engagements. Though the
companies have the same amount of followers and posts, Blizzard receive about three
times more reactions as EA Games.
EA Games Aug-Nov Facebook statistics (Keyhole.co)
Blizzard Entertainment Aug-Nov Facebook
Statistics (Keyhole.co)
Average Engagements per Post
EA Games: 781
Blizzard: 2273

Competitor Comparison Riot Games
Main Site Comparison:
Riot Games 1.190.650 Facebook Likes
Blizzard 3.411.667 Facebook Likes
Total Engagements on the Main Social Media Sites over the last 3
Months:
Riot Games: 102.226
Blizzard: 109.132
Total Engagements/ Facebook Likes Ratio:
Riot Games: 0,085
Blizzard: 0,032
Within this comparison, Riot Games has a higher Feedback of Fan Reactions to their
posts. This is shown in the average Engagements per Post as well as in the Ratio
divided by the Follower amount on social Media. Mainly this is due to the fact that Riot
Games only provide one game, League of Legends, so that the content they post
always targets the right Fans. Blizzard Entertainment Aug-Nov Facebook
Statistics (Keyhole.co)
Riot Games Aug-Nov Facebook Statistics (Keyhole.co)
Average Engagements per Post
Riot Games: 3006
Blizzard: 2273

4. Representative Campaign #1 Overwatch Introduction
• Overwatch is the latest released game by Blizzard, Mai 2016
• Next to the Starcraft, Warcraft and Diablo universe a complete new direction the developer went
• -> marketing challenge, need to create a whole new community base
• Overwatch reached at the end of 2016 26 million active user and hence is the blizzard game with the most
active users
• Gaining within the first weeks a record revenue of 270 million dollars
• Already 8 million player joined the closed beta in the beginning of 2016
• Currently over 35 million online Overwatch Player
• Over 1.000.000 Engagements on Facebook during the last 3 month
How did Blizzard manage to reach already 8 million player before the release of the actual game and
maintain the user growth throughout the past years?

Campaign Idea #1 Community
• Campaign started 2014 at the annual BlizzCon with the
trailer and announcement of Overwatch
• YouTube actions:
• The trailer itself got 13.150.000 Views and a ratio of
98% likes to dislikes ratio
• Beginning of the Overwatch channel in 2014
• Within 3 years 125 videos and over 300.000.000 views in
total
• Continuous uploads of at least 6 videos per month
• Content related to new background stories, characters
and maps
• Average of 98% ratio of likes and dislikes across all
channel videos
-> Costumer involvement, generating interest which goes
beyond pure playing
Overwatch YouTube Channel
views

Campaign Idea #1 Community
• Overwatch Facebook Site with 3.300.000
Likes
• Average Interactions on a high level since
every content is coming to the proper
target group
• Peak in November regarding the Overwatch
World championship at the BlizzCon
• With over 1.000.000 Engagements on the
official Overwatch Facebook Sites over 4
regions, only within 3 month, Blizzard
constructed a highly active and working
Network around Overwatch
Facebook Nov 16- Nov 17 Overwatch Posts

Campaign Idea #2 Competitiveness
• By introducing the competitive ranking system in Jun 2016, Blizzard added the feature of
competitiveness to the game
• Winning or loosing ranked matches leads to changes in your rank, hence you can also compare your
rank with friends and fight together in ranked matches
• On professional level, Blizzard established the Overwatch league, where teams from around the world
compete online
• Broadcasted over streaming devices like Twitch and YouTube
• Final at the world championship at the BlizzCon in November

Campaign Idea #3 Continuity and new Content
• The Overwatch campaign found its key success also in its continuity and Maintainence.
• As seen before, the YouTube channel brought content on a reliable quantity and also as seen
below, Instagram post are on a steady degree
• Hence, the interactions numbers go higher due to the rising awareness that the continuous
posts on Instagram receive
• The most attention receive news, announcements and game changes (e.g. adding new
champions or other additional content as seen below)
• This keeps the game interesting and worth following the social media to stay on the current
state of updates
Instagram Top posts over the last 3 month
Instagram Nov16 - Nov17 Overwatch channel

Overwatch campaign conclusion
2014 Teaser and first in game content
show of
2014-2016 Continuous updates about
current game state via social media
May 2016 with 7 million players who
bought the game
2016 – now current updates, lore
background and community
interactions
• Blizzard had one if its biggest success with introducing Overwatch though they developed a completely new type
of game, not linked to any of their universes of games before
• With reaching a wide audience by enhancing their social media use, Overwatch was one of the most anticipated
games of 2016
• Hence Blizzard could integrate a record number of 8 Million people for their closed beta and use user feedback to
1. developed and improve the game with the feedback of the players
2. set up a Overwatch community even before the official game release
• The increasing numbers which lead to a current player pool of over 35 million people are thanks to a great social
campaign and game design which together create a community which many social interactions

5. Representative Campaign #2 Starcraft free-to-play
Launch of the free-
to-play campaign
• Starcraft 2 was released in 2011 and immediately got
the title of fastest selling game of Blizzard
• Since 2014, Player numbers decline on a steady
degree
• Free to play since end of October 2017, initially
costing $40 + extra money for the two add ons, now
most of content is for free
• With the free-to-play version, you are able to connect
with your friends, play multiplayer and to a certain
extend some of the single player features
Number of Players of the Current Starcraft LOTV Expansion

Representative Campaign #2 Starcraft free to play
• Blizzard changed revenue
structure from a pay-to-
play game to a free-to-play
game
• offers ingame content like
skins and sounds which
can be purchased
separately
• By announcing the free-to-
play, further tweets and
videos following on the
day raised additional
awareness
Starcraft Top Tweets within August - November

Representative Campaign #2 Starcraft free-to-play
• However regarding the statistics from google trends and
keyhole, the peak which is to be seen in November is
currently followed by a strong decline of social media
interactions and google searches
• If Blizzard is keen to invest more into the Starcraft
campaign, they need to keep a high level of costumer
involvement
• As seen in their framework model,
costumer only generate value
and invest into Blizzard content
if they are involved and convinced
of the quality content
Google Trends “Starcraft 2”
Starcraft 2 Twitter (Keyhole.co)

6.Conclusion and Recommendations
• Blizzard`s Overwatch social Media
campaign was one of the most successful
campaigns to introduce a video game in
the recent past.
• By setting up a teaser campaign and a
YouTube Channel with continuous updates
and background information about the
game, Blizzard managed to gain
awareness and made Overwatch one of
the most anticipated games of 2016.
• As a result, Overwatch currently has 35
Million online players and a highly active
online community

• By introducing the free to play
concept for Starcraft and the
change of its revenue structure,
Blizzard revitalized the community
of the 6 years old game giant
• Though initial success was
displayed with the brand`s new
campaign, the hype which went
over Starcraft after its campaign
launch is decreasing

• To make the new revenue Structure of Starcraft
work, Blizzard should consider their successful
Overwatch Campaign as a template for further
marketing actions
• Maintaining continuous uploads on YouTube and
Instagram involving game updates and lore and
background information, the network around
Starcraft could become additional momentum in
growth
• According to Blizzard`s framework model sustaining
a dynamic and active Starcraft 2 Community is a key
driver to increase the revenue numbers of Starcraft 2
and the Overwatch Marketing campaign can be a
functional example

Sources
Page 1:
https://vignette.wikia.nocookie.net/starcraft/images/a/af/BlizzardEnt.jpg/revision/latest?cb=2007110701054
7
Page 2:
https://upload.wikimedia.org/wikipedia/commons/thumb/b/b2/Blizzard_Entertainment_Logo.svg/1200px-
Blizzard_Entertainment_Logo.svg.png
http://us.blizzard.com/en-us/company/about/mission.html
Page 3:
https://blizzard.com/
http://us.blizzard.com/en-us/company/about/b20/timeline.html
Page 4 – Page 6:
http://investor.activision.com/annual-reports.cfm
http://fortune.com/2017/08/03/activision-blizzards-revenue-and-profit-forecasts-surge-due-to-overwatch/
Page 7 – Page 12:
Date from Facebook, Instagram, Twitter & YouTube

Sources
Page 13 & Page 14:
https://www.keyhole.com
http://keyhole.co/account-tracking/dashboard/wVkfqF/overwatcheu#365
Page 16:
https://www.pcgamesn.com/overwatch/overwatch-sales-numbers
http://www.pcgames.de/Overwatch-Spiel-55018/News/270-Millionen-Dollar-Umsatz-1199648/
Page 17:
https://www.extremetech.com/wp-content/uploads/2017/09/Overwatch1-640x353.jpg
https://www.similarweb.com
https://www.youtube.com
Page 19:
https://bnetcmsus-a.akamaihd.net/cms/blog_header/xv/XVOX2ORC0YTG1478333194810.jpg
Page 20:
http://www.keyhole.co
https://www.instagram.com/playoverwatch/?hl
Page 21:
https://www.statista.com/statistics/618035/number-gamers-overwatch-worldwide/
https://www.pcgamer.com/overwatch-breaks-35-million-player-mark/

Sources
Page 22:
http://www.rankedftw.com/stats/population/1v1/#v=2&r=-2&sy=g&sx=a
https://beat.10ztalk.com/wp-content/uploads/2017/11/say-what-starcraft-ii-wings-of-liberty-will-soon-be-
free-to-play-and-more.jpg
Page 23:
https://www.keyhole.co
https://www.polygon.com/2017/11/4/16607330/starcraft-2-free-to-play-details-blizzcon-2017
Page 24:
https://www.googletrends.com
https://www.keyhole.co
Page 25:
https://www.pcgamesn.com/sites/default/files/Overwatch%20spider%20tank.png
Page 26:
http://bnetcmsus-a.akamaihd.net/cms/blog_header/ci/CIGT53U8ZP6M1509744317189.jpg
Page 27:
https://vignette.wikia.nocookie.net/starcraft/images/a/af/BlizzardEnt.jpg/revision/latest?cb=2007110701054
7

Company Report Riot Games
(with a focus on North America and Europe)
Troy Gardiner Gibb – troygibb@Hotmail.com

Table of contents
Company introduction
Internet marketing
Recent campaign: world championship
Recent campaign: franchising NALCS
Summary
References

Riot Games is an American video game developer founded in 2006, California, by
Marc Merill and Brandon Beck.
The firm has 23 offices world wide.
Riot has thus far released one major title: League of
Legends in 2009.
League of Legends is a free to play game, supported by
microtransactions. The price range of these transactions
is 1 to 25 dollars and are bought using Riot Points, a digital currency.
Besides the sale of digital cosmetics the other main business units consist off:
 Selling spinoff collectibles.
 Hosting the North American and European League of Legends championship series
(NALCS/EULCS), two of the largest E-sports competitions in the world. These are
mostly held to promote the game itself, but also to showcase new cosmetics.

Key performance indicators:
 Estimated revenue
• 2014: ~ 1billion dollars
• 2015: ~ 1,5 billion dollars
• 2016: ~ 1,7 billion dollars
• 2017: ~ Most revenue generated for a PC games so far (Superdata, 2017)
 Minimal amount of active accounts in Europe and North America:
• Europe West: 3,585,702
• Europe Nordic and East: 1,895,633
• Turkey: 958,918
• Russia: 225,149
• North America: 1,818,393
 Monthly players worldwide
• 100 million

Internet marketing statistics
The amount of YouTube subscribers, Facebook likes, Twitter followers, Instagram
followers is based on the combined amount for all major channels involved with
the company, as separate games have separate channels (multiple subscriptions
is possible in this case). If one of the business units does not have a specific
channel, it is disregarded.
For Riot Games the specific channels are: League of Legends, lolesports (The E-
sports channel for League of Legends) and Riot Games itself.
Platform Riot Games Blizzard Valve Cooperation
YouTube subscribers ~11 million ~5 million ~2,5 million
Facebook likes ~17,7 million ~21,1 million ~12,5 million
Twitter followers ~7,5 million ~8,4 million ~ 5,8 million
Instagram followers ~2,5 million ~1,8 million ~0,5 million

These are statistics for the three channels mostly used by Riot Games to promote
their game and Overwatch, a Blizzard game. Overwatch was chosen for
comparison as it had the most stable popularity across the different platforms.
The channels were compared over the last 30 posts based on Keyhole.co:
Platform Riot Games
League of legends
General
lolesports Overwatch
YouTube subscribers N.A. ~8.55 million ~2.5 million ~2.10 million
Average engagement
1,033,333 views per
video
217,550 views
per video
63.506 views per
video
Facebook likes ~1.20 million ~15.05 million ~1.7 million ~3.30 million
Average engagement 2,999 55,986 per post 18,853 per post 11.555 per post
Twitter followers ~1.5 million ~4 million ~1.75 million ~2.6 million
Average engagement 1,994 5,881 per tweet 4,294 per tweet 944 per tweet
Instagram followers N.A. ~1.85 million ~0.8 million ~1,25 million
Average engagement 81,349 per post 31,121 per post 88.798 per post

The table below shows the internet marketing statistics corrected for the size of
the different channels. As can be seen the game related channels perform better
than Riot Games its personal media accounts. The game related channels
perform the best on YouTube and Instagram, with lolesports performing
comparatively well on both Facebook and Twitter. This is due to a recent
campaign, which will be discussed in detail later.
Platform Riot Games
League of
Legends General
lolesports Overwatch
YouTube view per
subscriber
N.A. 0.121 0.087 0.030
Facebook engagement
per like
0.002 0.004 0.011 0.004
Twitter engagement
per follower
0.001 0.001 0.002 0.000
Instagram engagement
per follower
N.A. 0.044 0.039 0.071

Internet marketing – type of content
The type of content distributed by game developers:
 Instagram is mainly used for sneak peaks, which show new content soon to be
added. This is used to get customers excited and initiate discussion/feedback.
 YouTube is for bigger announcements and full videos, for example: the introduction
of a new character, cosmetics or game; Complete replays of professional matches
and additional features of current games are posted here as well. Furthermore,
Riot Games also posts different series, such as TheDive (a podcast discussing the
recent news) or ThePENTA (showing the best 5 gameplay moments from a week).
 Facebook and Twitter are used to spread this content and other generated content
by either Riot Games or third party producers, which is posted on different medias.
New character in
League of Legends
Professional Overwatch
game (blizzard)

Internet marketing: additional media
reddit.com/r/leagueoflegends
 Reddit is a forum where everyone can post content. The “League of Legends
subreddit” is a small part of this site focused on League of Legends.
 The position of content is determined by the amount of times it is selected and by
the so called “upvotes” and “downvotes”. The more people like the content the
higher it gets on the subreddit.
 Content from both Riot Games as well as third party producers is shared on this
site, to be seen by the 1,2 millions subscribers to this subreddit.
 If the content is popular enough, it will also be shared on reddit.com/r/all. This is
a combination hub for every subreddit. This can give publicity to the otherwise
unreachable audience.
 Most Riot employees have verified accounts, which results in fast feedback on any
potential issues posted. Furthermore, it creates a good discussion forum for any
suggested chances between Riot employees and customers.

How ‘The_Cactopus’ (Riot Community Manager) feels about the subreddit:
Discord.com
 A communication platform where chatrooms can be created.
 Riot Games established a chatroom with again verified accounts with similar
results as Reddit.

Content created by third parties
 Third parties are allowed to create content using League of Legends
(if they adhere to rules described in the Riot Manifesto).
 This allows personalities like ‘imaqtpie’ with 2 million and 1 million
Twitch.tv and YouTube subscribers respectively to passively promote their
game, as he for example plays the game while commentating.
https://boards.na.leagueoflegends.com/en/
 This is a direct feedback forum managed by Riot Games.
 Main forum used by Riot Games announcing change based on feedback.
Twitch.tv
 Streaming platform used besides YouTube for the League of Legends
Championships Series
 With almost 3 million subscribers, this is a great place to advertise the
game.
Imaqtpie playing
League of Legends

On- and offline activities
Riots main business units are online based.
 League of Legends is a game which is only downloadable from the web.
 Most in game currency is bought using online banking, with only limited stores in
North America offering Riot Points giftcards.
 Riot Games merchandise is available through their website and there are aslo local
booths at the European and North American League of Legends Championships. This
merchandise is not sold by other retailers.
The only other offline activity Riot
Games offers is hosting the the
European and North American League
of Legends Championships.
 The tickets however are sold
online
The North American
studio ->

Recent campaigns: world championship
The League of Legends World Championship was organized for the 7th time from
September 23rd till November 4th.
 24 teams from all over the world fought to be named ‘best team in the
world’.
 The games were broadcasted live on both YouTube and Twitch and afterwards
uploaded fully.
 The games were played in different stadiums across China, with the Final
being held in China’s national Birds Nest stadium.
 As there is a local team
for almost all regions,
this campaign has a world
wide appeal.

Effect of the world championship
As can be seen from the graph below (Similarweb.com, 2017), the traffic on the
dedicated E-sports site lolepsorts.com tripled during the world championships.
Furthermore, the main League of Legends site (from which the game can be
downloaded) attracted almost 25 million more costumers.
While it is important to note both sites have no direct influence on the sales, the
increased publicity is good for an increased amount of game downloads, or
specific E-sports related cosmetics.

As can be seen from the League of Legends and the
lolesports Facebook page growth, the massive peak in
growth was on the day of the final and the day after
(Socialbakers, 2017). Twitter followers have been
steadily growing and show no correlation with the world
championship, however #worlds2017 was trending in
many European and North American cities (trendogate,
2017). The YouTube channels subscribers growth from
both League of Legends and lolesports show clear
correlation with the world championship.
League of Legends YouTube
League of Legends TwitterLeague of Legends Facebook
lolesports YouTube
lolesports Facebook

Google trends also shows the influence of the world championship well, with the
yearly peak being on the Final day of the world championship for search term:
League of Legends, with the world championship finals of 2016 being the other
high point.
The search term lolesports shows a more clear peak during the world
championship.

Also the YouTube views of the lolesports channel shows
a peak in the month of October (seezislab, 2017).
The general League of Legends channels shows a less
clear influence. Nevertheless, the month october is a
relatively well viewed month.

Also on Twitch.tv the world championship was very popular. Based on the data of
Sullygnome.com (2017) these are the averages of each category per day:
The most popular day of the channel was the Finals, which had theses staggering
results:
The total amount of each category is as follows:
Avg Viewers Peak viewers
Followers
gained
Followers per
hour
Views
79237 129300 3438 119 569678
Followers
gained
Followers per
hour
Views
249051 484486 13544 541,76 2031556
Followers
gained
Followers per
hour
Views
N.A. N.A. 151250 N.A. 25065851

Conclusion on the world championship
To conclude, the League of Legends campaign had a major influence of the growth
of all major channels media channels, with lolesports being influenced the most.
Furthermore, with over 75 million views in North America and Europe (it was
reported the Chinese streaming websites had a peak of 5 million live viewers during
the finals!), the world championship can be considered a massive success.
All world championships have been more popular then its predecessor, so it is
recommended that Riot Games organizes one next year as well.
Samsung Galaxy holding the
world championship trophy

Recent campaigns: NA- and EULCS
While the google search trend for League of Legends has been decreasing since
2012, this does not have to necessarily have to mean the amount of interest for
Riot Games’ products has decreased. While for most firms the website is their
online market place, the main place Riot Games generates revenue from is the
in-game shop of League of Legends. After the initial download, purchases are not
made through a website anymore, reducing the amount of searches. An example
of the ever increasing interest are the google trends for the NA- and EULCS.
League of Legends

Recent campaigns: NA- and EULCS
The google trends results for both the League of Legends championships show a
very similar pattern every year. At the beginning of every year, when the spring
season starts, the interest surges. This is also the case when the summer season
starts at the end of May.
However to increase the stability of the the NALCS Riot has introduced
francishing. The EULCS is supposed to follow either next year or during the
summer season.

Recent campaigns: franchising NALCS
Due to franchising, teams can no longer be relegated to the second division of
the LCS called the challenger series (CS). Combined with the fact that there is a
new agreement about revenue sharing amongst Riot Games and the owners of
the 10 teams which now have a spot in the NALCS, the scene has seen heavy
investments. There are currently 9 teams financially supported by venture
capitalists, 8 of whom are originating from the NBA. The last team has Disney as
a partial investor. Due to the increased amount of security, the venture
capitalists are more willing to invest in the league, which is supposed to lead to
increased competition and should therefore be more attractive to viewers.

While, as explained before, the interest into the NALCS and EULCS usually starts
increasing dramatically in the beginning of a new year, the current google trends
show something different. The EULCS google trends on the one hand clearly show
the dip after the last summer season and has not started increasing again. The
NALCS google trend on the other hand already has half of the interest which was
showed at the most popular moment of the entire year, while the competition
has not even started yet! This is a clear indication of the effect of the
franchising.

The League of Legends reddit forum is also
filled with NALCS news. From the 20 most
popular posts of last week, 14 were about the
NALCS. While the acquisition of players is
always a popular topic during the off-season,
due to the increase in capital there have been
more shocking signings then the previous off-
seasons, which also creates interest. There is
also a negative side to the growing amount of
money in the scene, which is that super stars
from the EULCS are transferring to the NALCS.
This will reduce the overall competitiveness
and therefore decrease viewership for the
EULCS. Furthermore people who are fan of a
single player, will most likely follow the
NALCS now, as this is where established
players head to.
The most popular posts regarding the NALCS

To conclude, the interest for the NALCS and EULCS has continued to grow since
the moment they were introduced. While the NALCS has always been the more
popular league, due to the difference with regard to franchising, this is
exaggerated this year. Combined with the increased security for investors,
players and viewers it can be said franchising is a change for the better, which
will allow Riot Games to run the NALCS for many years to come.
Franchising however can also lead to a financial bubble. May the venture
capitalists withdraw their financial aid, the franchised teams can get into
trouble. Due to the revenue sharing, this can endanger the league. As a
consequence, Riot Games has to closely examine the financial situations of the
different teams.
Last, Riot Games has to monitor how the EULCS is performing. While a strong
NALCS is something to be desired, it should not come at the expense of the other
advertising league.

Improving Riot Games’ internet marketing
While having personalized and certified Riot accounts helps employees respond
quickly to player concerns, it can also backfire sometimes:
A lead Riot member logged in to his certified account made this statement about
Tyler1, a player infamous for his negative in game behavior and has therefore
been indefinitely banned, after a discussion broke out whether he should be
allowed to play again on the Discord channel. The entire conversation was posted
to the League of Legends subreddit causing an enormous uproar.

Riot promptly responded with the following statement:
While in the end Riot Games fired the Riot employee for his behavior, it can not
be said that they did not damage their reputation. The reddit post showing the
behavior of this particular had almost ten thousand comments discussing the
particular incident and it made it to the general reddit site reddit.com/r/all. The
negative press will result in potential customers to shy away.
There are also less extreme cases, in which a Riot employee states his own
opinion, without clearly stating its not a company wide agreed sentiment
towards the matter.

To improve Riot Games’ internet marketing activities, employees should be
trained better in what they say and do not say on their certified accounts. Also
the manner in which Riot employees makes certain statements should be
improved.
The YouTube, Twitter, Facebook and Instagram accounts leave very little to be
desired. This can be seen from the steady growth. As all accounts offer different
content, the different medias even promote each other.
The Dive Podcast - YouTube Cosmetic teaser - champion teaser – world championship winner - Instagram

Summary:
Riot Games is an American video game developer with one game: League of
Legends, which it the biggest game worldwide.
The main way they promote their game is through broadcasting E-sports
competitions. Their game is also passively promoted by third parties, who use it
to create their own content.
Broadcasting E-sports combined with their high social media presence on more
platforms than the general 4 (YouTube, Facebook, Twitter and Instagram) ensures
that customers can easily voice concerns or give positive feedback, resulting in
high fan engagement.
All in all Riot Games has a good grasp on how to use the internet to promote
their business, if they ensure unprofessional statements are not made by their
employees anymore.

References
 riotgames.com
 na.leagueoflegends.com
 lolesports.com
 References
 Conditt, J. (2014). League of Legends tops MMO revenue list, Hearthstone No. 10. [online] Engadget.
Available at: https://www.engadget.com/2014/10/23/league-of-legends-tops-mmo-revenue-list-
hearthstone-no-10/ [Accessed 28 Nov. 2017].
 Garreffa, A. (2016). League of Legends generated $1.7 billion revenue in 2016. [online] TweakTown.
Available at: https://www.tweaktown.com/news/55605/league-legends-generated-1-7-billion-revenue-
2016/index.html [Accessed 28 Nov. 2017].
 Gaudiosi, J. (2016). How ESports Are Driving Digital Video Game Sales. [online] Fortune. Available at:
http://fortune.com/2016/01/27/esports-drive-digital-video-game-sales/ [Accessed 28 Nov. 2017].
 Kim, A. (2017). Report: League of Legends is No. 1 in PC game revenue so far in 2017 | Slingshot Esports.
[online] Slingshot Esports. Available at: https://slingshotesports.com/2017/08/03/league-legends-top-pc-
game-revenue-2017/ [Accessed 28 Nov. 2017].
 Li, X. (2017). Why more international stars are headed to the NA LCS. [online] Dotesports.com. Available
at: https://dotesports.com/league-of-legends/news/international-stars-headed-to-na-lcs-18507 [Accessed
28 Nov. 2017].
 Op.gg
 Youtube.com
 Superdataresearch.com

References
 https://lol.gamepedia.com/2017_Season_World_Championship
 https://seezislab.com
 https://trends.google.nl/trends
 https://www.similarweb.com/
 https://suite.socialbakers.com/
 https://sullygnome.com
Images from:
 https://dotesports.com
 Lolesports.com
 riotgames.com
 Instagram.com
 https://inside.worldgaming.com/2017-league-legends-world-championship-semi-finals-concluded-yet-
another-korean-final/
 reddit.com/r/leagueoflegends
Videos from:
 Youtube.com/imaqtpie

Marta Wicherek
marthawicherek@gmail.com

1. Introduction – Company History
• Founded in 1921 in Italy by Guccio Gucci
• Luxury brand selling women’s, men’s fashion and leather goods
• Introduced a children’s line in 2010
• Tom Ford appointed Creative Director in 1994 -> company starts becoming
successful after nearly facing bankruptcy
• Together with Domenico de Sole (CEO), Ford contributed to the
development of the Gucci and YSL, brands which was purchased by the
Gucci Group
• The company sales started to fall only to experience a turnaround after the
appointment of Alessandro Michelle as new creative director in 2015
• Following his appointment the brand underwent rebranding
• Business model: “provide our customers with the highest quality products,
which are made in Italy in a responsible manner”

1. Introduction – Gucci Business Segments
Women’s
fashion
Men’s fashion Children's
fashion
Jewelry &
Watches
Décor Beauty
Handbags Handbags Baby Fine Jewelry Men’s Fragrances
Ready-to-wear Ready-to-wear Girls Silver Jewelry Women’s Fragrances
Shoes Shoes Boys Gold Jewelry Eyes
Accessories Accessories Watches Lips
Special
collections
Special collections Nails
Face

1. Introduction – Market prospects
• The luxury industry growth is being driven by emerging markets
(Deloitte, 2017)
• The majority of consumers continue to purchase either more
luxury goods or the same amount;
• The inclination to buy less luxury goods was small
• Place of purchase differs between different consumers (e.g.
millennials and generation x)
• Customer demographics:
• Millenials: generally purchase “IT” streetwear products such as Gucci
fur mules
• Generation X and Baby Boomers: value the brand for quality and
brand image; purchase more classic products
• Competitors include Chanel, Louis Vuitton, Burberry, Versace,
which are the most commonly visited luxury brand websites
apart from the Gucci website

1. Introduction - Gucci Brand Image
• Strong brand image connected to the name, logo and key symbols
introduced into products after the rebranding
• The traditional pattern still remains but new symbols and embroideries
have been added, which especially attracted the millennial customer
segment

1. Introduction - Examples of current products

1. Introduction – Key Performance Indicators
1. Revenue and profit (recent 2 years)
2. Social media account performance
• Amount of new followers/subscribers on social media accounts including: Instagram,
Facebook, YouTube and Twitter
• Amount of likes/comments/retweets on social media accounts
• Indicates the ability of the company to translate interest of customers in the brand into
engagement on social media accounts
2016 2015
Revenue (million) 4,378 euros 3,89
Operating Income
(million)
1,256 euros 1,032

1. Introduction – Key Performance Indicators
2. Social media account performance
• Attached excel spreadsheet shows
current figures for social media
accounts (number of followers,
subscribers, likes and comments)
for Gucci and 3 other competitors:
LV, Chanel, Burberry,
• The choice of competitors, as will
be shown in the internet marketing
activities section, comes from these
companies having equally or more
engaging social media accounts as
Gucci
Gucci Louis Vuitton Chanel Burberry
Average Facebook
likes
~1446 24480 ~22659 ~4722
Average Facebook
comments
~21 513 ~397 ~277
Average Facebook
shares
~76 ~1870 ~2134 ~448
Average Instagram
likes
105427 ~101746 ~98531 ~22047
Average Instagram
comments
~304 ~527 ~520 ~70
Average Twitter
likes
~480 ~859 ~1280 ~249
Average Twitter
retweets
~86 ~250 ~384 ~113
Average YouTube
monthly views
2777648 ~8300733 ~11422148 ~1825872

2. Internet Marketing Activities – Facebook
• Facebook posts include majority photos
(92%) and occasional videos (8%)
(SocialBakers)
• Posts include promotional campaigns of
their collection (pictures and videos) or
pictures from events with celebrities
wearing Gucci products
• Posts are the same as those posted on
other social media channels such as
Instagram and Twitter
• Currently the Gucci Facebook page has
16 567 014 likes and 16 215 505
observers
• The Facebook page has an average 3.4k
increase in fans per day (Similarweb)

2. Internet Marketing Activities – Facebook
• Average likes/comments/shares per post for Gucci
are much lower than for competitors
• Louis Vuitton has highest number of average likes
and comments per post
• Chanel has the highest number of average shares
per post
• However, in 2016 Gucci Facebook page was among
top 5 with highest number of likes among luxury
brands
• Compared to the previous year the company
managed to increase the number of likes (16 567
014) this year again
• The engagement on the page is low however
• Most of other competitors also show low
engagement numbers
• Very few competitors have higher engagement,
which does not however correlate with a high
number of page likes (e.g. Giuseppe Zanotti page
with 588000 likes but highest engagement of 1.2%)
• Gucci was also among the brands with the highest
growth in terms of Facebook page likes (PMX
Agency)

2. Internet Marketing Activities – Instagram
• Instagram posts are similar to
those posted on other social
media platforms
• Engagement on Instagram is
higher (more likes and
comments per post than on
Facebook and Twitter)
• The Gucci account currently has
19.1 million followers, the
highest of the Gucci accounts

2. Internet Marketing Activities – Instagram
• Instagram seems to be the most important
social media outlet for luxury brands -> 94%
of engagement actions in 2016 (PMX Agency)
• Gucci has highest average likes per post,
compared to competitors (better
performance than with Facebook account)
• This is due to the effect of recent campaigns
discussed later
• Gucci is again in the top 5 when it comes to
amount of followers in 2016 as compared to
competitor accounts
• Much higher engagement rates per post can
be observed than on Facebook (also
observable for other competitors)
• Gucci is also in top 5 luxury brands with
highest growth rates (PMX Agency)
• Between 2017 and 2016 the company’s
Instagram account doubled the amount of
followers

2. Internet Marketing Activity – Twitter
• Twitter posts are usually
similar or the same as those
posted on Facebook and
Instagram
• Currently the @Gucci account
on Twitter has 5.22 million
followers and over 6500 tweets

2. Internet Marketing Activity – Twitter
• On average Gucci does worse than
competitors per post on Twitter (Chanel has
highest average retweet and like numbers)
• In terms of growth in follower count Gucci
has a higher position in comparison to
competitors than other accounts (4th place
instead of 5th)
• In terms of follower count and engagement in
2016, the Gucci Twitter account did worse
compared to competitors than on other social
media accounts (PMX Agency)
• Between 2016 and 2017 the company however
managed to increase its follower base
significantly (to 5.22 m)

2. Internet Marketing Activity – YouTube
• The YouTube account has
different content than other
social media outlets
• Used to post promotional videos
or recordings of photoshoots,
campaigns and fashion shows
• The Gucci YouTube account
currently has 158k subscribers

2. Internet Marketing Activity – YouTube
• Gucci’s YouTube account does
worse compared to competitors
• Average monthly views are the
lowest out of all competitors
• In terms of growth of view counts
Gucci also scored lower than the
growth of other social media outlets
• YouTube seems to be the least
important outlet for luxury brands

2. Internet Marketing Activities – Website
• Website
• Gucci is one of the few luxury brands
engaged in e-commerce
• E-commerce can diminish the retail
experience luxury brands provide in
stores
• The website is however a reflection of
the companies in-store experience
• Through a re-launch of the Gucci
website the company surpassed
Burberry as the most technology savvy
luxury brand in 2016 (Fashionista, 2016)
• Compared to competitors, Gucci also
has the highest number of total visits
and the highest global rank
• However it has the second lowest
bounce rank (LV has the lowest) and
second longest visit time to the website
(Similarweb)

2. Internet Marketing Activities – Website
Visits from social
media sites to luxury
brand websites:
• Gucci does not
have a prominent
position but
neither do direct
competitors, as
they have lower
scores than Gucci
(LV, Chanel,
Versace etc.)
• Nicholas
Kirkwood (shoe
designer) has
highest social
media to website
visits turnover (PMX
Agency)
Gucci has a high
position when it
comes to both
brand name
searches and
shoe and
handbag terms
due to its “it”
products
including slides,
mules and new
line of handbags
(PMX Agency)

3. Sales Channels – Offline
• Physical stores – offline sales outlet
• Gucci has stores in 550 different
locations (Gucci)
• Offline stores are key in creating the
customer experience

4. Campaigns
• Overview of three recent campaigns:
• Gucci Bloom - a new fragrance released by the company this year
• Gucci Cruise 2018 – campaign devoted to the pre-season collection by Gucci
often centered around travelling hence the word cruise from the French word
”croisiere”
• Gucci Gift– most recent campaign for the holiday season centered around
discovering products to buy as gifts

4. Campaigns - Gucci Bloom
• The fragrance campaign is being advertised
on all social media accounts including
Instagram, Facebook, Twitter and YouTube
since July
• The fragrance is also available for sale on
the website
• Dakota Johnson, the actress who plays in
the 50 Shades of Grey Saga features in the
campaign while promoting her last
installment of the saga
• The launch of the campaign does not seem
to influence an increase in visits to the
website as between August and September
there is no change (Similarweb)
• The campaign is still however going on
• It is hard to establish whether increase
between September and October has solely
to do with this campaign as several other
campaigns are occurring simultaneously

4. Campaigns – Gucci Bloom Statistics
• Facebook:
• Similar posts are shared on Facebook as on
Instagram and Twitter
• The Gucci bloom campaign posts are not
among the most engaging posts on
Facebook this month
• The posts did however generate
considerable engagement with 4,2 k likes
and 183 shares and 2,5K likes and 163
shares and 42 comments respectively on
the recent posts of the fragrance
• The post announcing the fragrance before
its launch generated 3.9K likes and 164
shares, a high engagement level compared
to other posts
• A video of the origin of the fragrance was
also released which generated 1.9K likes
and 196 shares (same as the video on
YouTube)
• Compared to the average figures for
Facebook posts this campaign is very
successful, as engagement in both likes and
comments is higher than the on average

• Instagram:
• The #inbloom is included in 129 posts by 113 users
• The sentiment is 54% neutral and 38% positive (Keyhole)
• Instagram posts generate more engagement than other
social media accounts
• Ahead of the launch of the fragrance in July, several
images were posted of flowers in bloom used as
inspiration by creative director Alessandro Michele
• The first Instagram post with the fragrance did not
generate as much engagement as later posts – 83k likes
and 336 comments
• The two most recent posts also shown on Twitter
generated on Instagram 122398 likes and 315
comments and 176866 likes and 713 comments
respectively
• The increase in engagement is also due to an increase
in amount of followers of Gucci on Instagram between
July and now
• Comparing the figures to the average Instagram
figures, the posts are generating slightly above average
engagement

• Twitter:
• The campaign is being advertised on
Twitter with the same hashtag #inbloom
• The hashtag has 5,577,035 reaches and
5,617,864 impressions
• Although not all posts will refer to the
campaign; most engagement is observed
on accounts @Gucci @Dakoholics
(Dakota Johnson fan page)
• The sentiments are mainly neutral (81%)
(Keyhole)
• Two most recent twitter posts on the
fragrance reached 180 retweets and 819
likes and 278 retweets and 1.2 k likes
respectively
• These figures are again above the average
figures per Twitter post

• YouTube:
• Videos were also posted on the YouTube
channel, same as those shared on the
Facebook page
• The Gucci Bloom campaign film
generated a record number of views –
1,412,720
• This much higher than the average
monthly amount of views
• The campaign film features the actress
Dakota Johnson, the face of the fragrance,
which explains the high level of
engagement
• Other two videos about the fragrance and
its origin generated 13K and 11K views
• These views are below the average
monthly views
• Hence the campaign can be considered
semi successful on YouTube as although a
one time record of views was generated
this trend was not sustained

4. Campaigns – Gucci Cruise 2018
• The Gucci Cruise collection campaign is devoted
to a collection recently released in between the
Spring/Summer and Fall/Winter collections
under the name “Roman “Rhapsody”
• The Collection debuted on the runway on May
29th 2017
• The campaign is centered around photographing
“real people, in real places”

4. Campaigns – Gucci Cruise 2018 Statistics
• Following the fashion show on the 29th of
May there is a 200,000 increase in visitors
to the Gucci website in June 2017
• There is a steady increase in visitors till
August and then from September till
October (Similarweb)
• The later increase in visits could still be
associated with the campaign as the
campaign continued during this period
• Products were also released for sale on the
website later than the fashion show took
place
• The increase in visitors between
September and October may however be
also influenced by other campaigns going
on at the same time

• Facebook:
• Again posts are shared on all social
media outlets
• Four out of the six most engaging
Facebook posts the past month are
from the Gucci Cruise Campaign
• The most engaging post have over
11k interactions
• The most engaging posts for this
campaign are well above the average
figures for Facebook, showing the
successfulness of this campaign
• This campaign is therefore more
engaging on Facebook than the
Gucci Bloom campaign
• However many more posts were
posted for this campaign than for the
fragrance campaign

• Instagram:
• On Instagram posts from the campaign have a
#GucciCruise18 hashtag
• The hashtag is used in 160 posts by 92 users (Keyhole)
• Many of the recent Instagram posts are of
illustrations made Ignasi Monreal for the most recent
Gucci Gift campaign
• The illustrations still include products from the
Gucci Cruise 2018 and both #GucciGift and
#GucciCruise18 are used
• Like with the previous campaign more engagement is
generated on Instagram than Facebook
• For one of the posts the likes amounted to 114,329
thousand and 945 comments were placed
• These are comparable figures to the Gucci Bloom
campaign
• Another post generated 176966 likes and 948
comments (this slightly more likes and comments
than the Gucci Bloom campaign)
• However the figures are higher compared to the
average figures, hence the activities on Instagram for
this campaign can be considered successful

• Twitter:
• There are 102 posts by 64 users
and 100,000+ reaches and
impressions respectively
• The sentiments are 92% neutral
• The prominent users engaged are
only the Gucci accounts (@Gucci
& @GucciJapan) (Keyhole)
• The posts are again the same as
on other social media channels
• The sample posts generated 309
retweets and 1.3k likes and 103
retweets and 537 likes
respectively
• Again the reactions are above the
average Twitter figures

• YouTube:
• The “Roman Rhapsody”
campaign movie was also
posted on the YouTube channel
• It generated 95,979 views
• A video of the fashion show
presenting the Gucci Cruise
2018 collection was also posted
on the YouTube channel
• It generated 260,965 views
• The videos were not viewed as
often as the Gucci Bloom
campaign video, hence not as
engaging
• The amount of views also do
not stand out from the average
figures, hence this campaign
was not very successful on
YouTube

4. Campaigns – Gucci Gift
• The newest Gucci campaign unveiled only in
November is the companies holiday campaign
centered around gift items
• The campaign is done in collaboration with artist
Ignasi Monreal who illustrates Gucci products in
different sceneries
• Simultaneously the campaign was unveiled on the
website with a virtual reality video displaying a dim
lit room with all of Igansi’s illustrations
• Out of the three campaigns, this one is the most
interactive
• In many posts a cabinet called ”The Cabinet of
Curiosities” is featured, which lights up and within it
Gucci items can be found
• In the past week alone as new images from the
campaign are being released every day, the Facebook
page has generated 101K new followers

4. Campaigns – Gucci Gift Statistics
• Facebook:
• For this campaign, posts not only
included pictures but also videos
• One video portraying an illustration
generated 22K views, 1.5K likes, 61
shares and 7 comments
• The video announcing the campaign
called the “Cabinet of Curiosities”
generated 24K views, 1.8K likes, 116
shares and 27 comments
• The videos are not much above the
average, hence this campaign seems less
engaging than the other two
• However it also a more recent campaign
therefore the figures cannot be fully
compared with more mature campaigns

• Instagram:
• Apart from pictures also videos are posted as part
of this campaign
• The hashtag #guccigift used in the campaign is
used in 158 posts by 86 users so far These are
similar numbers to the other campaigns although
this campaign is much newer than the others
• The sentiment connected to the hashtag is 59%
neutral and 34% positive
• An increase in engagement on the account can be
seen immediately after the 14th of November when
the campaign was released
• The engagement than reaches a peak in the month
of November (Keyhole)
• A collage of videos was also used on the Instagram
account to portray the Cabinet of Curiosities
• The videos generated on average 153K views and
120 comments
• The first post with Ignasis’s illustrations generated
over 300K likes
• Therefore this campaign, compared to average
figures per post, seems to be the most successful
from all three campaigns on Instagram

• Twitter:
• The #guccigift has 500 posts by 325
users as well as over 100,000 reaches
and impressions
• A steady increase in interest can be
observed throughout the past week,
which is correlated with a bigger
intensity of posts on all social media
outlets
• Like on Facebook and Instagram,
videos are also posted on Twitter
apart from pictures
• The video announcing the
campaign generated 554 likes and
145 retweets
• This is less than posts from other
campaigns and also not much over
the average figures showing the
smaller success on Twitter

• YouTube:
• A video was also released on the
YouTube channel
• Posted only a week ago it
generated 9734 views so far
• This much less than videos from
other campaigns however the
video has only been posted
recently

4. Campaign conclusions
• As campaigns were occurring at a similar time frame (in the last 6
months) it is difficult to assess the effect of a single campaign on the
social media accounts of Gucci
• Combined however the campaigns increased engagement on all four
social media accounts
• The Gucci Bloom campaign was able to generate a record number of
views on YouTube
• The Gucci Cruise campaign and the Gucci Gift campaigns, which are
currently advertised together, increased the engagement on both the
Facebook account and especially on the Instagram account

5. Recommendations
• Gucci can be seen as one of the leaders among luxury brands in terms of social media marketing
• Could become the leader as it is catching up quickly in terms of exposure of social media channels in comparison
to competitors such as LV or Chanel
• Although Gucci has less followers and smaller growth per year than competitors, the company posts content more
often than others
• Improvements should be made to increase engagement
General recommendations:
 Currently posts on all social media outlets are almost the same
 Users may become overwhelmed with overflow of similar content on their social media platforms (especially the
millennials who have higher demands in terms of social media marketing)
 Content should be more tailored depending on what platform it is being posted on
 There are also many negative comments as users doubt Gucci’s new creative turn and new concept
 Apart from current campaigns which are very creative and original a campaign should be created aiming at
showing the sustained brand image Gucci continues to have since the rebranding
 More traditional elements of Gucci products (e.g. red-green stripes) should be highlighted more

5. Recommendations
• Facebook:
• Facebook and Instagram posts should not all be the same
• Most engaging posts by competitors on Facebook were
pictures and videos showing the distinct style of the
products
• Not all “creative” content such as the illustrations from
the Gucci Gift campaign needs to be posted on Facebook
-> they did not directly promote any product
• All posts should directly promote a certain Gucci product
and send a clear message about what the product is and
how it looks
• Competitors such as Balmain also generated higher
engagement with posts of celebrities at the companies
fashion shows wearing Balmain products
• Pictures were tagged with the #balmainarmy
• Although Gucci posts celebrities wearing Gucci products
from several events, high profile celebrities such as
Dakota Johnson, who collaborates with the brand, are
not highlighted
• Certain celebrities should be highlighted or posted
separately to improve engagement

5. Recommendation examples
This illustration for example generated
much higher engagement than other
similar posts potentially due to the clear
presence of the product but also use of
the classic Gucci green – red stripes on
the product
The illustration shows
the Gucci belt on an
ancient vase; however a
user might not see this as
a well marketed product,
based on this post
Names of guests
attending the event
are not mentioned
on the main post

5. Recommendations
Instagram and Twitter:
• Competitor posts, which generated highest engagement on
Instagram, were posts of celebrities
• Gucci Instagram lacks posts of celebrities in Gucci outfits.
-> not only from events but also in their “everyday” life
• Posts where highly known celebrities such as rappers are
wearing Gucci items will especially appeal to the millennial
segment
• As Instagram may be considered an outlet more directed at
millennials (most users are millennials), these type of
marketing activities can be pursued
• Referrals show over 5% as coming from the webpage
Hypebeast (a known streetwear orientated website)
• To further appeal to the millennial segment a cooperation
can be fostered with the website, which already reports on
Gucci collection and new “IT” items
• Twitter should be used complementarily to Instagram and
Facebook, re-tweeting content from both but without too
much overlap
• Can also be used to tweet more YouTube content to
promote the least popular outlet of the four

References
• Deloitte 2017. Global powers of luxury goods 2017. Deloitte. Available at: https://www2.deloitte.com/content/dam/Deloitte/global/Documents/consumer-industrial-
products/gx-cip-global-powers-luxury-2017.pdf [28 November 2017]
• PMX Agency 2016. PMX Agency’s Trend Report: Luxury Brands Online 2016. PMX Agency. Available at: https://www.pmxagency.com/wp-
content/uploads/2016/09/PMX_LUXE2016_FNL_Digital.pdf [28 November 2017]
• Mau Dhani 2016. Gucci Surpasses Burberry as most digitally savvy luxury brand. Fashionista. Available at: https://fashionista.com/2016/11/gucci-l2-digital-iq [28 November
2017]
• https://www.instagram.com/gucci/?hl=en
• https://twitter.com/gucci?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
• https://www.gucci.com/us/en/st/stories/article-category-beauty/article/pre-fall-2017-bloom-fragrance-adv-shoppable
• http://keyhole.co/preview
• https://www.gucci.com/us/en/st/stories/advertising-campaign/article/cruise-2018
• https://www.facebook.com/pg/GUCCI/posts/?ref=page_internal
• https://www.youtube.com/user/gucciofficial
• https://www.similarweb.com/website/gucci.com#referrals
• https://suite.socialbakers.com/433199/analytics/fb/overview?v-demo=1&c-t1=1&c-
df=%7B%22sortBy%22%3A%22fans%22%2C%22sortDesc%22%3Atrue%2C%22renderedRowsCount%22%3A15%7D&c-t2=0&c-t3=0&c-t4=0&c-t5=0&c-d1=last-
30&items=8480802
• https://seezislab.com

Company Report
Internet Marketing
HyunGyu Ham, 2012120209
hyungyuham@gmail.com

About TAG Heuer
 History
 1860: Founded by Edouard Heuer
 1869: Registered its first patent(winding system for pocket watches)
 1914: Launched wrist worn chronograph watch
 1930: Launched pilot watch
 1939: Launched a water-resistant wrist chronograph(round push buttons)
 1948: Launched the ‘auto-graph’ model.
 Launched ‘Solunar’, the first watch with a tide indicator.
Jean-Claude Biver, CEO

About TAG Heuer

About TAG Heuer
 Main business units
TAG Heuer is famous with watches, especially wrist watches. Nowadays,
TAG Heuer makes smart watches called ‘Connected’. Picture below is the
2nd version of TAG Heuer Connected.

About TAG Heuer
 business units
TAG Heuer is known for its luxury watches, but it also produces eye
glasses and not nowadays but in 2011, it made $6700 high-end
smartphone.
We’re going to focus on watches rather than eye glasses and smartphone.

TAG Heuer Key Figures
 More than 150 years of experience
 More than 170 TAG Heuer boutiques.
 1600 employees around the world.
 60% of staff work internationally in 120 countries.
 150 Customer Service centers and 5200 collect points / 500 staff and
master watchmasters worldwide.
 Relationship with Sports
 SNS Network
 App

TAG Heuer Key Figures
 Responsible Jewellery Council
RJC is an organization of more than 900 professionals around the
world committed to the promotion of ethics, human and social rights and
environmental practices throughout the gold and diamond product chain,
from the mines to retail. TAG Heuer is a member of this organization.
 The Kimberley process
The Kimberley process is a joint government, industry and civil
society initiative to stem the flow of rough diamonds coming from conflict
zones. TAG Heuer uses diamonds from this process

TAG Heuer Analysis – Google Trend

TAG Heuer Analysis – Related Search
Competitor
Competitor

TAG Heuer Analysis – Related Subject
Competitor
Competitor

TAG Heuer Analysis – Competitors
TAG Heuer
Rolex
Omega

Internet Marketing Activities
 Communication
 Facebook – # of page like
TAG Heuer: 3,099,750 Rolex: 6,341,057 Omega: 1,462,290
 YouTube – # of subscribers
TAG Heuer: 37,138 Rolex: 77,554 Omega: NO Data
 Instagram – # of followers
TAG Heuer: 1,425,495 Rolex: 6,404,723 Omega: 1,428,027
 Twitter – # of tweets
TAG Heuer: 10,470 Rolex: No official Twitter account Omega: 2,564
# of followers
TAG Heuer: 370,302 Rolex: No official Twitter account Omega: 198,799
 Pinterest # of pin: 81 # of followers: 12,062 (only TAG Heuer)
 Google + # of followers: 56,783 (only TAG Heuer)
 Sales
https://www.tagheuer.com/ko - TAG Heuer Official Online store
TAG Heuer offline store – TAG Heuer official offline store & some brand shops.
Authorized Online Store like Tourneau

Internet Marketing Activities – Facebook
 Facebook Page
TAG Heuer Rolex Omega
page_like 3,099,750 6,341,057 1,462,290
Avg like 269.8 2651.3 627.5
Avg comment 3.56 22.7 5.7
Avg share 1.83 103.3 112.3
Avg reward 0.03 0 0
Average is for 30 recent postings from 2017/11/2

Internet Marketing Activities – Facebook
 Main Postings
Products Advertising Reward Events Limited Edition Notice

 YouTube Channel
TAG Heuer Rolex Omega
Subscriber 37,138 77,554 Unknown
View 35,736,555 19,957,898 42,591,185
Avg Pageview 31,273.6 9678.06 145,625
Avg Like 39.5 52.1 367.8
Avg Dislike 1.09 2.9 167.8
Avg Comment 2.01 Can’t comment 5.2

 Main Videos
Off-line Events
TV commercials
Movie Series 
 Company Info.

 Instagram
TAG Heuer
Milk
Rolex Omega
post 4,211 637 1,546
follower 1,425,495 6,404,723 1,428,027
like 10,712.3 97,634.2 11,768.8
comment 37.3 511 39.9
 Main postings

 Twitter
TAG Heuer
Milk
Rolex Omega
Tweet 10,470 No 2,564
Follower 370,302 Official 198,799
Account Like 3,775 Account none
Retweet 18.7 57.1
Tweet Like 101.2 201.1
 Main Tweets

Sales
There’re two ways to buy TAG Heuer; Offiline & Online. First, We can buy through
online channel. You can easily find watches you are looking for by using the detail search.
One inconvenient thing in this online store is this; Some specific limited watches,
you have to visit offline stores listed in the web site.

Sales – Offline channel
Second, We can visit physical offline store where described in the
official website. We can easily find the nearest stores by using GPS or
entering zip code.

Recent Campaign
TAG Heuer: Don’t Crack Under Pressure
Campaign
• Start: June 1st, 2017
• Target Korean Market
• Don’t Crack Under Pressure is campaign conducted
annually, and this time TAG Heuer used famous
golfer ‘전인지’.
•Facebook link + Youtube video
Youtube view:
924,030
 Slightly increased
but almost no changes
According to Naver
Trends.

Recent Campaign
Key Point : There was no rewards.
This is the same Campaign conducted on Feb, 28, 2016.
But result was almost same with 전인지.
There were no rewards at all and also it targeted sports fans.
Although view of Youtube is higher than other videos, but
as in the perspective of campaign, it was not that successful.

Recent Campaign
Key Point : Limited model collaborating with Players
In the previous campaign, there was limited model that used
symbol of 류현진, but in the 전인지 campaign, there was
no limited model, but just showing the normal TAG Heuer.

Recent Campaign
Key Point : Limited model collaborating with Players
View reached 170,000. It is a
way higher amount then other
video posted in the
Facebook.(Normal view: 5,731)

Problems
Key Point : SNS
1. Bounce rate is higher than its competitors.
2. Page view is also so lower than its competitors
1. TAG Heuer joined You Tube channel faster than Rolex, but the
subscriber is much lower than Rolex.

Problems
Key Point : SNS
The number of page like and followers of TAG Heur is better than
that of Omega, but the number of TAG Heuer’s ‘like, share,
comment’ is under that of Omega.

Recommendation
Upgrade the Application.
TAG Heuer has its own app in
Apple store and Play store. However,
only the thing you can do is register
your TAG Heuer and get
information about warranty issue.
TAG Heuer can develop more
function on its app to communicate
with consumers and also doing
marketing campaign more efficiently.

Recommendation
TAG Heuer
Rolex
Omega

Recommendation
Gap Between the top 3rd social traffic of TAG Heuer is too
large compare to those of Rolex and Omega. One interest thing
about this is that TAG Heuer posts often not only through the
Facebook but also other SNS like Twitter or Youtube, but most of
people who interested in TAG Heuer prefer to visit through
Facebook.
There are 2 ways to improve this.
1. Improve the marketing that can used in the Facebook.
2. Focus on the other SNS.
What I recommend is improving Facebook page. One of the
characteristics of TAG Heuer is that it had Korean page. Not only
Korean, but also in many other languages. I think this is the reason
that it has many traffics in Facebook. So making advertisements
targeting the specific location through Facebook can be efficient.

Recommendation
One problem on Facebook was low share and comment rate
compare to competitors. It means TAG Heuer are not using
Facebook efficiently. Communication problem is the most important
issue among SNS networks.
So making online communication place can be fresh ideas.
Communicate directly through Facebook can be fresh and also very
effective way to make efficient and positive consumer decision
journey.

Recommendation
One of problems was bounce rate of TAG Heuer is lower
than other competitors. What I recommend is on the first page of
TAG Heuer website. When you visit Rolex which got the lowest
bounce rate, the first page starts with very beautiful video showing
off its luxury watches.
What TAG Heuer has to do is somewhat clear. Making the
first page more impressive.

Recommendation
TAG Heuer is doing some campaigns, but I think we can feel
lack of customers participation. Of course, it’s luxury brand, so if
TAG Heuer just do same marketing campaigns like others(like
giving its products by lottery), it can affect badly to its reputation.
So what I recommend to TAG Heuer is hosting a party to the
buyers. TAG Heuer can call celebrities and broadcast live through
Youtube or Facebook. Then it can activate more views in Youtube
channel and also get the loyal customers. Just like in other countries.
Different
Don’t
Crack
Under
Pressure
Campaign.

Reference
 Related URL
 NAVER Trends: https://datalab.naver.com/keyword/trendSearch.naver
 Google Trends: https://trends.google.com/trends/
 Similar webs: https://www.similarweb.com/
 Facebook pages of TAG Heuer, Rolex, Omega
 Video, image, etc.
 All from YouTube official channels.
 TAG Heuer official website: https://www.tagheuer.com/ko
 I changed company from Marcelo Burlon to TAG Heuer, because I
couldn’t find enough information.

Company Report
Internet Marketing
Cátia Silva
catiasofiasm23@gmail.com

Introduction
1.1 History
1.2 Main business units
1.3 Key performance indicators
1.4 Market prospects
2. Internet Marketing Activities
2.1 Sales online
2.2 Communication
Web site, Social Media: Facebook, YouTube
3. Recent campaigns
Campaign 1: Ayurveda Collection
Campaign 2: Anahata Collection
4. Campaign Performance Measurement
4.1 Search
Google trends
4.2 Exposure & Engagement
Web site, Instagram, Twitter, Facebook, YouTube
5. Recommendations

Our passion at Rituals is all about helping
people to enjoy the little things in life
- Rituals

History
• Rituals was founded in 2000 by Raymond Cloosterman. Opening its first store on
the Kalverstraat in Amsterdam.
• Rituals now has over 550 stores, more than 1500 shop-in-shops and 4 Urban
Spas, and product on 125 luxury cruise liners and 10 different airlines which can
be found in 27 countries around the world including London, Madrid, Antwerp,
Lisbon, Berlin, Stockholm and New York.
The brand’s core value is focused on one simple philosophy:
“Happiness can be found in the smallest of things. It is our passion
to transform your everyday routines into meaningful rituals”.
• Rituals is the first brand in the world to pioneer a combination of luxury
Home and Body Cosmetics inspired by Asian culture and ancient rituals.

Main business units
Rituals is the first brand in the world to combine Home & Body Cosmetics. With a
wide product line including body care, skin care, precious mineral make-up, pure
tea, scented candles, fragrance sticks & Soulwear we transform every day routines
into more meaningful moments.
Ritual of
Sakura
Ritual of
Dao
Ritual of
Laughing
Budda
Ritual of
Ayurveda
Ritual of
Hammam
Ritual of
Samurai
Limited
Edition
Ritual of
KarmaPerf
ume
Shower & bath
Scrub
Body care
Hands & feet
Hair
Perfume
Sun care
Baby & mom
Body Face Home Clothing
Women
Men
Make-up
Frangrance sticks
Candles
Home frangrance
Kitchen
Tea
Bath essentials
Women
Men

Key performance indicators
(1) Profit and Loss Account (UK accounts)
(2) Employees (UK accounts)
https://beta.companieshouse.gov.uk/company/06439107/filing-history
2016 2015 2014
Gross Profit 1,616,414 2,546,633 2,263,999
Operating Profit 156,017 135,264 163,565
Profit (103,582) 176,276 89,242
2016 2015 2014
Management and
Administration
15 14 12
Rituals Shops 116 143 127
Total 131 157 139

Market prospects
Rituals operates in the beauty industry presenting to its customers luxury
Home and Body Cosmetics. Since Rituals is the only company to offer this
combination to the analysis of the competitor I will focus on the luxury
component and as well the philosophy of the brand, not just tradition and
cultural meaning behind the products, but also the usage of natural
ingredients in the manufacturing and promotion of the products.
The two main competitors that were identified are:
• Tatcha was founded in San Francisco by Victoria Tsai in 2009. Tatcha is a
luxury skin-care line based not on new trends, but on centuries-old geisha
culture and tradition from Japan and introduces the customers to a
modern-day geisha.
• BodyShop was founded in 1976 by the late British environmental and
human rights campaigner Dame Anita Roddick, and focus on creating a
range of naturally-inspired beauty products made by ethically-sourced
ingredients.

2. Internet Marketing Activities

Website Audience
Traffic Share
25.83%
74.17%
24.32%
75.68%
27.11%
72.89%
Rituals Tacha The Body Shop
Total Visits 4,126M 1,118M 14,74 M
Monthly Visits 1.375 M 372.823 4.915 M
Monthly Unique Visitors 588.264 125.344 2.180 M
Average. Visit Duration 00:03:09 00:01:37 00:04:09
#Pages visit 4,51 2.77 5,72
Bounce Rate 43.99% 42.83% 43.99%
• Between the three companies we see disparities, being The Body Shop the
one that presents the best values in all the categories being followed by
Rituals.
• These values show that the three companies are in different stages of their
marketing performances. This can be due to the time of existence of the
companies as well their global market operation, defining their popularity
with consumers.

Top Coutries Visits
1º (21,36%) (58,04%) (26,64%)
2º (20,36%) (7,56%) (23,43%)
3º (10,37%) (3,80%) (7,97%)
4º (8,62%) (3,17%) (7,67%)
5º (6,45%) (2,86%) (5,92%)
Country (Traffic Share)
• We can see in this chart that the companies have some differences on their
markets operations. As expected the most popular countries are their foundation
countries, to the exception of Rituals being more popular in the neibour country
Germany, but not being far bellow in their home country. all of the companies

0
200000
400000
600000
800000
1000000
1200000
1400000
MONTLY VISITS
Rituals Tatcha The Body Shop
• Both companies present a stable variance in web visits, being The Body Shop the
one who presents bigger fluctuation.
• We can see an increase on Rituals visits after the middle of September, as we will
see in the campaign analyses that is the timing for Relaunch of Ayurveda Collection
(18th of September in stores) followed not many day later by Launch of the limited
edition - the Anahata Collection (2nd October in stores)

0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
Direct Email Referrals Social Organic Search Paid Search Display Ads
TRAFFIC SHARE
• The following graphic represents the share of website’s total incoming traffic
from each traffic channel in the three month period. We can see that the three
companies have the best traffic share coming from Organic Search.
• Being direct access the second best for all three. This shows that, besides the
differences of quantities, consumers have a brand recognition and look for it
directly being by using the search engine manually enter the URL of the website
or have it bookmarked.

오전 12:00:00
오전 12:00:43
오전 12:01:26
오전 12:02:10
오전 12:02:53
오전 12:03:36
오전 12:04:19
오전 12:05:02
오전 12:05:46
오전 12:06:29
VISIT DURATION
• When looking at the visit duration we that it presents some oscillations being The
Body Shop the most consistent with the durations on the website.
• As comment before we see a increase on Rituals visit duration around the period of
the two campaigns. These improvements were temporally having suffer a decrease
short after the second campaign started, this decrease however still improves on
the normal visit duration of the month of August. This increase on the time could
mean an increase on sales values as people would stay longer they could have
purchased the products they look for.

오전 12:00:00
오전 12:01:26
오전 12:02:53
오전 12:04:19
오전 12:05:46
오전 12:07:12
오전 12:08:38
AVG. VISIT DURATION
• When looking at the following graphic we see that visit duration changes depending
on the traffic channel.
• For The Body Shop we see that the best duration comes from Paid Search with a
duration of 00:07:02. This shows that the money invested in the Paid Search has a
good impact, the opposite can be said about Display ads.
• For Rituals we see little oscillation being Direct the best one with9 00:04:27 followed
by Paid Search (00:04:11) and Organic Search (00:04:10) as well in here we see that
Display ads presents the lower duration.
• For Tatcha we Referrals and Email represent the best durations with 00:06:08 and
00:06:05, respectively. In here the worst performance goes to Social (00:02:24)

0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
PAGES PER VISIT
• When looking at the pages per visit we see some oscillations being Tatcha the most
irregular.
• In the line of what commented before we the increase on Rituals pages per visit
around the period of the two campaigns. Having similar increase but less
accentuated decrease. This goes in the hope that customers would look for the new
products of the new campaigns.

0
1
2
3
4
5
6
7
8
9
10
PAGES / VISIT
• When comparing the number of pages visit with the traffic channel we see an greater
oscillation that the previous one, changing also some of the best performance traffic
channels.
• For The Body Shop we see that Paid Search is still the best performing one, having
people visiting an average of 9,28 pages per visit. This similarities continue on the
Dispay ads that continues to represent the worst performance (2,48 pages per visit).
• For Rituals we see the same three best ones, this time in different positions, being
the best one Paid Search (5,81) followed by Organic Search (5,65) and Direct (5,44).
As well in here we see that Display ads presents the lower pages per visit (1,5).
• For Tatcha we Email represent the best performance with 6,02 pages per visit. Being
again Social the worst performance (2,24).

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
BOUNCE RATE
• These next charts look at the bounce rate, this represents the percentage of visitors
who enter the site and then leave ("bounce") rather than continuing to view other
pages within the same site. In this chart we see less oscillations from The Body Shop
and Rituals being the first one the most constant.
• In here we can see that Rituals had a small decrease on the bounce rate around the
period of the two campaigns. We had a big sprit near the week of 10th of October.

0%
10%
20%
30%
40%
50%
60%
BOUNCE RATE
• When comparing the bounce rate the traffic channel the chart shows some
oscillations.
• For The Body Shop we see that Display ads have the higher rate (46%), being
consistent with the previous page per visit. The one that present the lower rate is
Paid Search with 24%.
• For Rituals the two best ones are Paid Search (27%) and Organic Search (28%), being
the worst performance from all companies from Rituals Display ads with 56%.
• For Tatcha the same two are in the best and worse, with Email with the lower rate of
all the companies 19% and Social the higher (50%) between Tatcha traffic channels.

Online Sales
Online sales can be done using the desktop or app.

Communication – Social Media
Website Audience
Traffic Share Desktop 25.83% 24.32% 27.11%
% Of Total Desktop
Traffic from Social Media
5,58% 5.02% 4.22%
Referring Social Visits 60.000 15.000 170.000
Referring Social Pages 187 67 715
• In this chart we see that Traffic from Social Media as a low percentage of the total
percentage of traffic, this is also proved by the data in previous charts.
• The dominance of The Body Shop values is still seen in here having the 3 times
more referring social visits than Rituals and 4 times more referring social pages.
• Tatcha as predicted has the lower values on referring social visits and pages of the
three.

0.00
10000.00
20000.00
30000.00
40000.00
50000.00
60000.00
70000.00
AUG'17 SET'17 OUT'17
SOCIAL VISITS
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook Youtube Twitter Others
TRAFFIC SHARE
• When looking at the next charters we see that Rituals and The Body Shop present a
constant grow of social visits. Rituals had an increase on them during the month of
September and continued in October, these values can be a reflection of the two big
campaigns.
• The last graphic presents from the social media channels. We see that the ones that
present the high traffic share are Facebook and YouTube as the two major social
media income traffic come form them. For the next analyses we will focus on them as
the most important ones to the three companies.

Facebook Audience
Page’s Likes 1 067 442 133 548 7 399 479
Page’s Followers 1 067 845 131 054 7 391 807
• As expected from previous data analysis The Body Shop presents the high values on
page’s likes and followers.
• When looking at the values we also notice that Rituals has more followers than likes
that is an unusual data, because people tend to like first and follow only if they find
the content of their interest to follow.
• When looking at the chart we see that the values tend to keep constant to the
exceptions of the week of 30th of October and 20th of November we got an increase
on the rate of fans.
Fans Change Rate | All Pages

• When looking at the interaction rate we see that Tatcha has a high oscillation on the
values having as well the high increase on the interaction rate, specially form the
weeks of 6th to 13th of November.
• Rituals follows Tatcha with less significant oscillations. We see the higher increases
in the week of 30th of October and the week of 27th of November.
• The Body Shop keeps an overall interaction during this month period
Interaction Rate | All Pages

Facebook Audience
Subscribers 5 014 2 154 18 279
• As expected from previous data analysis the three companies keep their raking being
The Body Shop the company with most subscribers followed by Rituals and then
Tatcha.
• When looking at the chart we see that Tatcha was no representation on the data,
this most probably was due to the website not being able to access its information.
• Analyzing the other two, we see that Rituals has the most oscillations having its
higher rate during the week of 6th of November.
Subscribers Change Rate | All Pages

• When looking at the interaction rate we see that Rituals continues the oscillations
on the interations, having in the weeks of 13th and 20th of November the high
increases, having as well between this period a bid decrease on the interaction
• The Body Shop keeps an overall interaction during this month period.
Interaction Rate | All Pages

3. Campaign Performance Measurement

Google trends
Search Topic: Rituals Cosmetics
Search
• In this chart looks at the search on google of the Topic Rituals Cosmetics. This shows
the interest of search that people demonstrated on the company in the previous
three months.
• As we can see the value oscillate a lot having days with highs and downs. But in the
overall we can see that has been increasing since the end of August. We can also
say looking at this chart that at the beginning of the two campaigns we see an
increase on the search values in an average look.

Campaigns 1: Relaunch of Ayurveda Collection
BY RITUALS
WED SEP 27 2017
3 MIN READ
The Ritual of Ayurveda is relaunched—giving you more opportunities to
achieve more balance in your life by cleansing and nourishing body and soul.

Exposure| Engagement
 In store: Launch at 18 of September
 Rituals Magazine (Website): 27th September 2017
1 1 1 1 1 1 1
0
0.2
0.4
0.6
0.8
1
1.2
CONTENT PER DAY
# Content
Ayurveda Collection Set-Out
Number of articles: 7
Food
29%
Interview
29%
Product
14%
Wellbeing
14%
Travel
14%
CONTENT

 Facebook:
11
2
1
2
11
2
1
2
1111111111 11
3
1
3
1 11 1
0
0.5
1
1.5
2
2.5
3
3.5
CONTENT PER DAY
# Content
Ayurveda Collection Set-Nov
Number of posts: 37
1047
220
155 189
31 27
151 93
1223 5 0 4 1 0 6 9 111 3 1 8 1 2 28 3 1
0
200
400
600
800
1000
1200
Product Celebrity Inspirational Yoga Food Interview Well-being Contest Travel
VIEWS BY CONTENT TOPIC
Reactions Comments Share

Product
34%
Celebrity
16%
Inspirational
8%
Yoga
16%
Food
5%
Interview
5%
Well-being
10%
Contest
3%
Travel
3%
CONTENT
Video
29%
Foto
45%
Article
18%
Gif
8%
FORMAT

 Twitter:
11
2
1
2
1
2
11
3
11 111111111111
2
11
3
1 11 1
0
0.5
1
1.5
2
2.5
3
3.5
CONTENT PER DAY
# Content
Number of posts: 40
261
25
52 48
16 6 20
0
54
4 16 3 3 0 8 0
22
2 1 1 0 1 1 0
0
50
100
150
200
250
300
Product Celebrity Inspirational Yoga Food Interview Wellbeing Travel

Product
35%
Celebrity
12%
Inspirational
7%
Yoga
20%
Food
5%
Interview
5%
Wellbeing
13%
Travel
3%
CONTENT
Video
14%
Foto
78%
Article
4%
Gif
4%
FORMAT

 Instagram:
1
2
1 1
2
1
2
1 1 1 1
2
1 1 1 1
2
1 1 1 1
2
0
0.5
1
1.5
2
2.5
19-Sep
21-Sep
23-Sep
25-Sep
27-Sep
29-Sep
01-Oct
03-Oct
05-Oct
07-Oct
09-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
CONTENT PER DAY
# Content
Number of posts: 28
48181
12843
7976
14400
3033587 109 60 81 17
0
10000
20000
30000
40000
50000
60000
Product Celebrity Inspirational Yoga Wellbeing
Likes Coments

Product
43%
Celebrity
18%
Inspirational
11%
Yoga
21%
Wellbeing
7%
CONTENT
Video
14%
Foto
78%
Article
4%
Gif
4%
FORMAT

 YouTube:
Product
12%
Yoga
63%
Wellbeing
25%
CONTENT
12390
16324 16443
0
10000
20000
Product Yoga Wellbeing
Content
1 1 1 1 1 1
2
0
1
2
3
18-Sep
20-Sep
22-Sep
24-Sep
26-Sep
28-Sep
30-Sep
02-Oct
04-Oct
06-Oct
08-Oct
10-Oct
12-Oct
14-Oct
16-Oct
18-Oct
20-Oct
22-Oct
CONTENT PER DAY
# Content
Number of videos: 8

Campaigns 2: Launch of Anahata Collection
The new limited edition Ritual of Anahata is here help you celebrate the
season of compassion. With unique ingredients like rosewood and pine, The
Ritual of Anahata helps you open your heart—here’s how.

Exposure | Search | Engagement
 In store: Preview 28th of September 2017
Launch 2nd of October 2017
 Rituals Magazine (Website): 20th November 2017
1 1
0
0.2
0.4
0.6
0.8
1
1.2
20-Nov 21-Nov 22-Nov
CONTENT PER DAY
# Content
Ayurveda Collection Set-Out
Number of articles: 2
Product
50%
Wellbein
g
50%
CONTENT

 Facebook:
1 11 1 1 1 1
2
11
0
0.5
1
1.5
2
2.5
02-Sep
09-Sep
16-Sep
23-Sep
30-Sep
07-Oct
14-Oct
21-Oct
28-Oct
04-Nov
11-Nov
18-Nov
25-Nov
CONTENT PER DAY
# Content
Number of posts: 11
589
84
1418 1 04 1 0
0
100
200
300
400
500
600
700
Product Inspirational Well-being

Product
67%
Inspirational
25%
Well-being
8%
CONTENT
Video
50%
Foto
33%
Article
17%
FORMAT

 Twitter:
1 1 1 1 11 1111
0
0.2
0.4
0.6
0.8
1
1.2
02-Sep
09-Sep
16-Sep
23-Sep
30-Sep
07-Oct
14-Oct
21-Oct
28-Oct
04-Nov
11-Nov
18-Nov
25-Nov
CONTENT PER DAY
# Content
Number of posts: 10
152
13 514
2 19 0 0
0
50
100
150
200
Product Inspirational Wellbeing

Product
70%
Inspirational
20%
Wellbeing
10%
CONTENT
Video
50%
Foto
40%
Article
10%
FORMAT

 Instagram:
1 11 1 1 111
0
0.2
0.4
0.6
0.8
1
1.2
02-Sep
09-Sep
16-Sep
23-Sep
30-Sep
07-Oct
14-Oct
21-Oct
28-Oct
04-Nov
11-Nov
18-Nov
25-Nov
CONTENT PER DAY
# Content
Number of posts: 8
30505
0831 0
0
5000
10000
15000
20000
25000
30000
35000
Product Inspirational
INTERACTION BY CONTENT TOPIC
Likes Coments

Product
87%
Inspirational
13%
CONTENT
Video
50%
Foto
50%
FORMAT

 YouTube:
Product
100%
CONTENT
1863
698
0
1000
2000
14-Oct 21-Oct 28-Oct 04-Nov 11-Nov 18-Nov
VIEWS BY DAY
Content
Number of videos: 2
38
17
0 0
3
1
0
10
20
30
40
01-Oct 01-Nov
INTERACTION BY DAY
Likes Dislike Coments

Recommendations
• After the analyze we can make some recommendations to Rituals in order to
improve its performance and as well its relation with consumers.
• When looking at the website we notice that the display adds have the worst
performance compered with other traffic channels. So its important that
Rituals analyses further this points to understand where could be the point
of improvement on them.
• Another point that we notice while analyzing all the campaigns is that there
many similarities in the posts from the Facebook and Twitter, these two
social media should have their own target and way of communication should
be different in other to apple to the followers that follow both channels of
the company.
• It’s also important to state that besides some likes most of the posts don’t
create many comments. There should be a more interactive communication
with the company. Besides that we also found that the company replies to all
the comments done in the social media.
• Looking at the campaign we notice a big difference in the content and
frequency in postings between them, being the Anahata Collection the one
that had less relevance in terms of marketing efforts.

Internet Marketing Company Report 2017 Fall Part 1

Internet Marketing Company Report 2017 Fall Part 1

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Internet Marketing Company Report 2017 Fall Part 1