lm plan presentation
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2016 Holiday PlanLes Merveilleuses
Alice, Chloe, Chris, Perrine, Rachel, Sarah,Tulipa
Contents01
02
03
04
Brand
Planning
Opportunity
Goal
Les Merveilleuses
Les Merveilleuses
01B R A N D
02H I S T O R Y
03M E A N I N G
04M E A N I N Ga Ladurée brand
created in 2012 in
partnership with Albion
inspired by the post French
Revolution “goddesses of liberty”
“For women who enjoy
being women”
05M A R K E T
Asia (standalone
stores) Paris
(Sephora)
OBJECTIVES
New York CityWHERE01
02
03
Luxury and cosmetic dynamic market
WHY
Increasing social media presence In creating new verified Facebook and Instagram accounts
HOW
Introduce Les Merveilleuses into a new market for the Christmas season.
Result Expected
01
02
03
Gain 10,000 followers over through the Christmas season
Increase engagement to 3% from 1.84% across the 2 platforms
Increase sales by 15% compared to October 1 - December 31, 2015
OPPORTUNITYEnhance social media experience.01
Expand location availability & broaden brand awareness to American consumers.
02
Create e-commerce via Sephora in the U.S.03
Paris 3 Asia 7 in Tokyo and 12 in other cities
04 Stores
DATA
35000
70000
105000
140000
Total Follower Total Engage Average Engage Conversion
22219
22191
124300
Hong KongOnly One
Target Market
Charlotte Bancroft - 26 years old - New-Yorker, East Village -Journalist -$60-$80k /year
Brand Awareness
RELATIONSHIP MANAGEMENT
EXPANDING CHANNELS
customer community
STRATEGY
NYC LaunchHashtag
#IamMarvellous #IheartLM
Social Media Platform
Brand Awareness
RELATIONSHIP MANAGEMENT
Empower Inspiration Trust Customer Needs
EXPANDING CHANNELS
CUSTOMER COMMUNITY
Global Marketplace
Online Purchase
LM Flagship
Store
Community ConversionValue
LAUNCH PARTYIN NYC Laduree Shop
-Bloggers and influencers in the cosmetics industry. -Magazines journalists (ELLE, Vogue, Harper Bazaar, Glamour) - Models
- Customer experience ⇒ Makeup trial activity with makeup artists
- Digital experience ⇒ iPad application - augmented reality makeup trial
- Discover Les Merveilleuses lifestyle with Tea, macarons, and pastries - Old-style Parisian experience (decoration, ambiance) - Photobooth with the hashtag
WHERE
WHO
HOW
CONTENT
Current Content
Product Images Product Names
Low Engagement
#iammarvelous
Our Plan
Lifestyle content Images of makeup in use
Engaging comments Promote holiday launch party
in NYC #iammarvelous campaign
Using bloggers/influencers
Deliverables
2-3 times a day
Twice a day
Once a day
Twice a day
7-9am; 11-1pm; 5-6pm
7-9am; 5-6pm
11-1pm
7-9am; 5-6pm
Weekday
Weekend
Awareness (Reach)
Deliverables
10k increased
Engagement
3% per post
Conversion
8%
COST
Average budgets for social media marketing campaigns cost roughly between $3,000
and $10,000.
REACH 13400
RENGAGE CUSTOMER
3% 4029
CONVERSION 8% 322.32
UNIT COST $92
REVENUE $29653
MONTHLY BUDGET $5,000
TOTAL BUDGET $15,000
PROFIT $14653
#We are marvelous.
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