Estee Lauder campaign ADV420
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Transcript of Estee Lauder campaign ADV420
Estee Lauder: Digital Strategy Campaign
Brianna HamiltonADV 420
The Brand• American company founded in 1946• Estee Lauder is one of the top beauty brands on the
market, operating over 25 makeup artistry and professional brands• They take use of multiple social media networks:
Facebook, Twitter, Instagram, Pinterest, and Youtube• High-end makeup, skincare, body care, and perfume
company• Revenue steadily increasing
The Big Picture• Reach a new age demographic to boost sales
• Increase social networking on those lacking
• Develop an App
Target Audience• Sophisticated woman
• Age: 25-65+
• Middle class and/or Upper class
• Makeup Professional
New Demographic• Age:16-22 year olds
• Younger cover model/Spokesperson
• Social Media Increase
Social Networking• Facebook, Twitter, and Instagram- Large number of followers- Active engagement- Change: connect posts from accounts• Pinterest and Youtube- Least amount of followers- Lacking engagement- Focus on these accounts
Estee Lauder App• Convenience-beauty to go-younger customers-connect all social media ads to one place• Product sales-increase sales-buy on the go-user interaction
KPI’s• Time Frame: 6 Months• Month 1-improve content-connect social media accounts• Months 2-5-increase brand awareness-new cover models-app development• Month 6+-increase in customers-app released
Budget• Social Media digital advertising: $10,000,000
• App: $3,000
• Ad Words: $2/click
Future Trends• Increase demographic to women college aged+
• New app brings brand awareness
• Reinvent ad campaigns with new variety of cover models
• Pinterest and Youtube channels have user increase (new forms of advertising and brand awareness)
Photocred: blogger.com, esteelauer.com, youtube.com, facebook.com, screenshot