The document proposes a digital strategy for Sephora to reach a wider audience between 16-50 years old, including more men and beauty professionals. The strategy focuses on optimizing Sephora's website, social media presence, online advertising, mobile apps, and inbound marketing. A total budget of $765,000 is allocated across professional videos, YouTube and Facebook ads, a video contest, mobile app development, and website partnerships to make Sephora a leading beauty brand through an effective digital presence.

1. By Amanda Gentil
ADV 420 Final Presentation
Digital Strategy

2. TARGET AUDIENCE
● 16-50+ women
● Beauty professionals
● More men
● Those who love beauty
○ new products and
techniques

3. BIG IDEA
● Reach a wider audience
● Engage more on social
media
● Tweak advertising and
marketing tactics
➔ Effective digital strategy
◆ Make Sephora a leading
beauty brand

4. SOCIAL MEDIA

5. SEPHORA’S WEBSITE
KPI’s, SEO’s, Analytics, Mobile-friendly

6. ONLINE ADVERTISING
● Display advertising
● Search engine marketing
● Social media advertising
● Analytics

7. INBOUND MARKETING
● Content
● Blog (Beauty Insider, Community Page)
● Email marketing

8. MOBILE APPS
● Smartphone
accessibility
● Mobile-friendly
● High resolution
● Better user experience
● Variety of content

9. BUDGET
● Professional Sephora videos
○ $100,000
● YouTube Advertising
○ $100,000
● Video Contest
○ $50,000
● Facebook Ads
○ $75,000
● Mobile Use
○ $275,000
● Holiday Promo
○ $40,000
● Website partnerships
○ $125,000
● Total budget= $765,000

10. “At Sephora, beauty is in our DNA. Our revolutionary
beauty-retail concept… featuring indie darlings, emerging
favorites, trusted classics, and Sephora’s own, SEPHORA
COLLECTION.”
“Sephora believes every stroke, swipe and dab reveals
possibility, and we share our client’s love for the confidence
that our products, services, and expertise brings to their life
every day.”