This document provides a digital marketing audit for the fashion brand LAVIN. It includes an analysis of LAVIN's brand recognition in China through search volume, social buzz, and brand presence on social media platforms like Sina Weibo. It finds that LAVIN has lower search volume and social mentions than top competitors. The document also analyzes what Chinese netizens discuss about LAVIN and identifies strengths, weaknesses, opportunities, and threats. It proposes a 6-month and long-term digital strategy focused on improving brand awareness through social media, search, and display campaigns. An estimated 12-month media budget of 9.14 million yuan is also provided.
3. Brand Recognition
Quantitative Analysis Qualitative Analysis
• Search Volume • Consumers’ interest
• Social Buzz • Diversity of brand
• Brand Owned Presence platforms
in social
Methodology – Compare with the different Tier Methodology – Manually study and research on
of brands in China via the available monitoring social post and context within the digital
tools
platforms
4. Search Volume
o LAVIN search volume is much lower than the top brands in recent 3 years
• Burberry has been highly active in China digital market since 2011 and
its search attention has been trending up
• The spike was for “Lanvin for H&M”
o LAVIN searcher is highly 1 tier city skew whereas the top brands already
penetrated to 2nd tier cities
Source: YTD 2012 Baidu Index (vs. Dior and Givenchy)
5. Social Buzz
o Within the top social media – Sina weibo, the brand mentioning post
about Lanvin, is half amount of Givenchy and one-third of Burberry
Sina weibo post (brand mention)
(,000)
3,814
4,000
3,000
2,217
2,000
1,081
1,000
-‐‑
Lanvin
Givenchy
Burberry
Source: Sina Weibo (Sept. 2012)
6. Brand Owned Presence
o Lavin fragrance owns Sina weibo brand page – compare to Givenchy
Perfume, the weibo active rate, influential rate and PR value are way
behind
LAVIN
Givenchy
Source: Social listening tool
7. What d netizens talk about Lanvin?
Fragrance.
Celebrity and dress.
The arty-‐‑fashion
Highest re-‐‑tweet is around 600, and the others are 100 in average
LANVIN fans also follow Chanel, Givenchy and Dior
Cross-‐‑brand coop. (Laduree & Vogue FNO)
Source: Sina Weibo, the posts have been re-‐‑tweeted and comment the most
8. What do fashion fans care about?
The observation within key high fashion verticals
The observation within social shopping sites
Fashion design
Fragrance
Alber Elbaz
Commercial ads
Fashion Piece
9. Brand Platforms
Media platform
Lanvin
Burberry
Givenchy
Sina Weibo
Fragrance only
Fashion & Cosmetics
Youku
-‐‑-‐‑
-‐‑-‐‑
Kaixin
-‐‑-‐‑
-‐‑-‐‑
E-‐‑commerce
Search brand
presence
-‐‑-‐‑
-‐‑-‐‑
China website
10. SWOT
Strength
Weakness
• Core fashion fans are well obtained and • Lanvin is now in a position with low
advocate the brand value
brand awareness in overall (not search,
• Alber Elbaz personality and what he nor social buzz)
stands for
• Existing brand presences are not strong
(not in fan base, nor in the engagement &
sharing)
Opportunity
Threats
• China online shopper are growing fast • China luxury goods policy has impede
(given more and more online shops open)
consumers purchase intent locally
• 1st tier cities, urban area residence are in • Overall high-‐‑fashion e-‐‑shops experience is
favor new and trendy brand over not mature, increasing the risk of newly
monogram
entered brands
• Digital Market is growing, from offline to
line and from online to mobile
11. Digital Strategy in 6 months
Brand Awareness
Social, Search
and Display
Seasonality driven
promotions, tied-‐‑with mobile
for CRM and consumer
segmentation
Thematic campaigns driven
buzz; and strategically social
Reinforce with brand image
Performance
Ad network
Direct Response
12. Digital Strategy after 6 months
Brand Awareness
Social, Continue data-‐‑mining and
Search
consumer acquisition to
drive sales
Always-‐‑on branding
campaigns to continue being
engaged with consumers
Performance
Ad network
Direct Response
13. Estimated Media Budget
Campaigns
Suggest Budget Total Budget
Weights
(month)
(12 months)
Branding
campaign x1
4,500,000
4,500,000
Launch (60%); remind (40%)
Seasonality
campaign x4
600,000
2,400,000
Evenly split
Always-‐‑on
campaign x2
1,120,000
2,240,000
Evenly split
Total (12 month)
9,140,000
Assumption-‐‑
• 20 orders per day are all for fashion items (prices is >3,000)
• CPA of registration is added 300% premium for luxury goods benchmark
• CVR to completion of purchase is based on the experience
