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1、Tmall China Launch Proposal,26th August 2013,Estee Lauder,The task: what youve asked us The approach: how we plan to do it The solution: initial creative and strategic output Questions,What we are going to discuss today,THE TASK,SHARING / INSIGHT,The official TMall store What do we want to achieve?,
2、Tmall store centered on brand awareness + education + driving sales through a unique value offering and experience.,How do we position ourselves as the skin expert? How do we convince them of our products efficacy? How do we stay on brand while being young and aspirational? How do we increase awaren
3、ess | trial | recruitment | conversion? How do we generate advocates and loyals?,THE APPROACH,The BEST brand selling story,MAXIMIZE THE PRESTIGE EXPERIENCE,MAXIMIZE THE TMALL EXPERIENCE,Self Rewarding,On Brand,Educational,Connected,Smart Shoppers,Functional,Dynamic,Connected,THE APPROACH,MAXIMIZE TH
4、E PRESTIGE EXPERIENCE,On Brand,We focused on creating an experience that not only respects the visual guidelines of Estee Lauder but most importantly creates a digital experience that matches the brands premium skincare market positioning and high touch service.,THE APPROACH,MAXIMIZE THE PRESTIGE EX
5、PERIENCE,In order to ensure this remains a self rewarding, feeling good purchase we made sure we balanced the content that is around functions with the one that is about beauty, looking and feeling exceptional and aspirational and inspirational images.,Self Rewarding,THE APPROACH,MAXIMIZE THE PRESTI
6、GE EXPERIENCE,Estee Lauder is talking to different types of audiences: brand loyalists, people trading up and trying the brand for the first time (but aware of it) and people from tier 4 and tier 5 cities who may come in contact with it for the first time. Our website structure and content addresses
7、 all these journeys.,Educational,MAXIMIZE THE TMALL EXPERIENCE,Functional,TMall users are extremely purchase driven: - 75% of them goes straight to the product page - 60% of them is used to shopping in 8 clicks - Overall we know they expect to be able to choose between education and immediate transa
8、ction,Data source: Taobao Liangzi,MAXIMIZE THE TMALL EXPERIENCE,TMall users are very sensitive to: - Finding a special deal - Validating their purchase with peers - Interacting with a brand if there is a value exchange: sampling, exclusive bundle offers or online exclusives,Smart Shoppers,MAXIMIZE T
9、HE TMALL EXPERIENCE,TMall users are likely to: - Come from another platform like Weibo - Shop from mobile (on the go) - Interact socially with brands - Engage with relevant (personalized) content,Dynamic,MAXIMIZE THE TMALL EXPERIENCE,TMall users are used to: - 85% reads a product review before buyin
10、g - 15% stays loyal to the shop after having made it favourite - Following brands on social channels (Weibo, Youku and Wechat mainly) - They expect to interact with the brand after purchase,Connected,Data source: Taobao Liangzi,THE SOLUTION,SHARING / INSIGHT,The official TMall store How do we get th
11、ere?,We create the BEST brand selling story for our TARGET AUDIENCE: - Premium shoppers - Young consumers trading up - Tier 3 & 4 consumers (less sophisticated),To find out more about audiences,Use data to constantly optimize and improve the Estee Lauder Tmall Store,Prioritize Marketing Actions,Disc
12、overy,Exploration,Conversion,Loyalty,Advocacy,We give the best experience to all these consumers by OFFERING DYNAMIC CONTENT BASED ON BEHAVIORAL DATA,The BEST brand selling story,While SATISFYING THEIR FEATURES AND FUNCTION APPETITE,The BEST brand selling story at all stages,Direct visit/Shopping ba
13、g The brand logo zone Bookmark/Exchange E-store link Stor news Tao pictorial/The news/Wan Tu The diamond-booth banner/ Search star E-store/Taobao SEM E-Magazine/EDM Out of taobao(SEM/SNS/EPR),Collect products Help me choose Tao pictorial/Product news Wan Tu E-store news Tmall pre-Sale The diamond-Bo
14、oth banner Taobao SEM Out of taobao,Tmall Pre-sale Taobao Tianxia The Beauty place The trial center/Taobao SEM Out of taobao（SEM）,Tmall pre-sale The trial center Taobao SEM Out of taobao（SEM）,Taobao worth buying Tmall club-more point redemption Shopping bag/E-coupon The diamond-booth banner Promotio
15、n campaigns The trial center On sale rveryday/Big promotion Tao coins Brand group on The famous brands/Juhuasuan Out of taobao,Taobaoke/Products sharing The trial center Taobao BBS Taobao bangpai Tmall club The Tao ladies Out of taobao,While SATISFYING THEIR CONTENT APPETITE,The BEST brand selling s
16、tory at all stages,The first image on the homepage is animated and invites the netizen to an immediate action. This type of shot is also ideal as it delivers in itself 2 key messages: premium and skin absolute focus.,Just by rolling on the image the user can discover our eyecare best selling product, with immediate click to buy.,Again, just with a mouse over our most popular skincare product is shown with an immediate CTA.,T
