luxury - which opportunities with google and youtube

8/7/2019 Luxury - Which Opportunities With Google and YouTube

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Google Confidential and ProprietaryGoogle Confidential and Proprietary

Which opportunities for

Chanel with Google andYouTube ?


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Agenda

Why is search marketing essential for Chanel ?

Video, Luxury and Chanel

A new digital environment


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A new digital environment


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1.7 billionPeople worldwide with

internet access via a PC

An interactive world


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3.6 billion+Online searches



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24hrs+Uploaded to YouTube



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>55%Buy on-line


>10hrsPer week on line


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Another revolution is on its way

23% of all handsets sold in Europe are smartphones


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Google Confidential and Proprietary

Respond &Inspire

What can we do withyou ?


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GoogleConfiden+alandProprietary10

10

228M(74.1%)

Google(63%)

55M(67.1%)

Google(93%)

5M(69.2%)

Google

(26%)

384M(25.3%)

Google(29%)

Source:InternetWorldSta+s+cs,2metrimestre2009.ForFrance,sourceMediametriJanvier2010

48M(79.8%)

Google(90%)

35M(65%)

Google(91%)

GoogleWorldwideinyourkeymarkets

YouTube1stvideosite:448millionuniqueusers

96M(75.5%)

Google(38%)

45M(32.3%)

Google(32%)

*Internet*Google

21.2M(36%)

Google(90%)

2globalbrandsallovertheworld


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Why Search Marketing

is essential for Chanel ?


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Everythingstartsfromtheconsumer

13


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Google Confidential and Proprietary1 - Organic results

142 - sponsored links

Relevancycomesfirst

2

1


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Google Confidential and Proprietary 15

Le Search sest immisc

dans le processus de dcision


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Google Confidential and Proprietary16

Diamond

35M(us)

Luxury11.5M(us)

Fashion

29M(us)

Obama16M(us)

Google, donnes internes

Chanel

4.2M(us)

Fashion8M(uk)

Luxury

3.4M(uk)

U21M(uk)

Chanel1.4M(uk)

1.Millionsofqueries


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Google Confidential and Proprietary 1717Source:Traffices+ma+onofashortlistofkeywords,France,February2010,Mediametrie,Mediamatannualreport2008.OJDDFP2008/2009andAEPM

Bycomparison..

Jewelry+700Kqueries/day

Fashionclothes&bags+900Kqueries/day

LuxuryandFashion+500Kqueries/day

Ex:

LuxeFashion

Couture

Defils

Mode..

Ex:

MontresPrecisions

Diamant

Colliers

Or

Ex:

SacRobe

Saccuir

Sacpython

ChaussuresLuxe

QueriesvolumeinFranceFeb2010

+XXXmillionqueries

Chanel+30Kqueries/day

75K / month500K / month

100K/ month1.6M / month

360K / month2.5M / month

>60Millionsqueries/month

1.Millionsofqueries

Paid diffusion

Audience


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2.Anincreasingnumberofqueries

18

-

50

100

150

200

250

300

350

400450

500

-

100

200

300

400

500

600

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

-

50

100

150

200

250

300

350

400

2005 2006 2007 2008 2009

2005 2006 2007 2008 2009 2005 2006 2007 2008 2009

2005 2006 2007 2008 2009

Source:Googleinternaldatas.Forthecategory:Shopping>LuxuryGoods

Queriesvolumeindexed

Queriesvolumeindexed Queriesvolumeindexed

Queriesvolumeindexed


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3.Peoplesearcheveryday

jewelryqueries

fragrancequeries

Source:Googleinsightsforsearch.


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4.Online&offlineareasingleworld

21Source:Googleinsightsforsearch.


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5.Searchesarethemirrorofyourbrandarac+vity



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5.Searchesarethemirrorofyourbrandarac+vity



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Luxurybuyersareaheadofthedigitalrevolu_on

TimespentontheInternet

General Luxurybuyers

9,8h/week 18h/week

OnlineBuying 55% 74%

Source:Forrester

Socialnetworks 15% 25%


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*75%Ac_veCrossShoppers

**Consideredtheironlinepurchasingexperienceasa

posi_veone

97%

Source: Luxury Shopping Experience Study Google & Unity Marketing, June 2008**Base: Active Internet Shoppers (725); Active In-Store Shoppers (268).Q. Overall, how would you rate your shopping experience at this retailer?*Base: Total Respondents (993).Q: In which of the following types of stores have you shopped for high-end goods or services in the past 6 months***Precepta 2010

Onlinehasbecomeafullpartofthebuyingexperience

***OnlineLuxurysales

=4%

(+40%vs2008)


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Internet,firstsourceofinforma_on

Whichsourcedidyoufindusefultogetinforma+onon

yourfutureluxurygoodpurchase?

Magazines

Internet

TV

Base: Total Respondents (993).Q. How useful are each of the following sources in helping you learn about high-end or luxury products or brands?

Source: Luxury Shopping Experience Study Google & Unity Marketing, June 2008


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Searchisthemostimpaculonlineadver+sing

Base: Recently Purchased Luxury Item Online and Said Online Advertising Had Impact on Their Purchase (390)Q.Which of the following advertisements, if any, helped you become aware of the designer clothing or apparel/fashion accessories/fine jewelry or watches/high-end home

electronics/furnishings you bought most recently?

Amongstthefollowings,whichmediahelpedyoumost

foryourlastluxurygoodpurchase?


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SearchingOnlineandBuyingOffline

FeeltheInternetcomplementstheshoppingIdoinstore

Base: Active In-Store Shoppers (268).

Internethasguidedmydecisionsinpurchasingluxuryproductsinstore

IfIseeanitemIlikeinstore,Ioenwaittobuyitun_lIresearchitonline

Instoreluxuryshoppers

Base: Recently Purchased Luxury Item Online and Said Online Advertising Had Impact on Their Purchase (390)Q. Which of the following advertisements, if any, helped you become aware of the designer clothing or apparel/fashion accessories/fine jewelry or watches/high-end home electronics/furnishings you bought

most recently?


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Luxurybrandsaremoreandmoreac+veon

Leatherbags


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Google Confidential and ProprietaryGoogle Confidential and Proprietary 32


Watches


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Jewelry



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IncludingSearchinthemediaplanhasbecomeareflex


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IncludingSearchinthemedia

planhasbecomeareflex


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Le Search sest immisc

dans le processus de dcision


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LiveSearchLiveSearch


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ebay


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AdSitelinksMorechoiceandrelevanceforyourtextads


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flowers


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4

3


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4

4

ProductPlusboxdirectaccesstoyourproductcatalogue.


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VideoPlusbox


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Chanel, Luxury and Video


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Le phnomne VidoTheonlinevideophenomenon


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Search Engine Mass Media

Social Media Entertainment


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Reach

Efficiency

Complementarity

Virality

Trackability

Google NNR sept 2009, Comscore 2009


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ReachThephenomenon

> 3 Billion videos

watched online every day

1/3 on YouTube

Gl b l R h


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GlobalReachYouTube#1videosite.

Countries YouTube users (m) Reach

USA 101.1 50,9%

Japan 22.5 37,6%

Brazil 16.9 52,9%

UK 16.8 42,7%

Germany 16.2 35,7%

France 15.7 44,1%

Spain 13.5 53,7%

Italy 11.1 47,1%

Australia 5.8 41,1%

448 million users, 3rd website worldwide

Source : Nielsen NetRatings, sept and oct.09Source : Comscore MediaMetrix, sept.09


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Reachonyourtarget

53

YouTube Reach

Source Nielsen Oct 09 for women CSP+ and Feb 09 for others

67% of people surfing on

Chanel.fr are on YouTube(duplication NNR on 1 month)

44% 44% 44%

50%

Web

audienceCSP+ Women

CSP+

Women

21 - 49


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confiden+eletexclusif

Efficiency

secondes

Levelo

faken_on


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Petit

Dejeuner

Pause

Caf

JournePre-Peak

Early-Peak

Late-Peak

Post-Peak

Soire

%

R

each

Source: TNS / YouTube Media & Audience Study, December 2008

Q.24 TV consumption by day part (n=1721)Q: Internet behaviours (total pop n=1721, Users n = 800)

40% of web users surf on the web while watchingtv at least 1 time day

ComplementaritywithTV


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0%

10%

20%

30%

40%

50%

4-10 ans 11-14 ans 15-24 ans 25-34 ans 35-49 ans 50+ ans

Share of audience vs total audience by

age


Source: TNS / YouTube Media & Audience Study, December 2008


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Sample Sizes : Controle 402, *Small Sample

Base: All

TV media consumption amongst Evian Roller Babies online viewers

Never watch TVSmall TV

consumers (lessthan 3h/day)

Average TVconsumers (lessthan 4-6h/day)

Big TV consumer(more than 7h/day)


Source: Evian Roller babies case study


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TV-contact(s)

TV-campaign

reach

71.6%

3.5% incrementalreach on YouTube

95% of all YouTubecontacts had no TV

contact

3.5%


Exposure to Evian campaign from July 1st -31st

Sources: TV reach MediaMetrie / YT Reach = NetView / Unique YT reach calculated via the brand survey

Figures are based upon the reach of any Evian content on YouTube

YouTube contact(s)

0.2%

Reached by bothYouTube and TV


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Virality

More the videosreceive grades or comments

58% people watch videosthey have been been sent to


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TrackabilityReal+meanalysisofyourvideosaudience

www.youtube.com/my_vide

os_insight-donnesdisponiblespourchacunedevosvidosetsurlaudienceglobaledevotrechane.

YouTubeInsightwww.youtube.com/myvideosinsight


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YouTubersbehaviours

RESULTATSDERECHERCHE

VIDOSPARTENAIRES

HOMEPAGE

BRANDCHANEL


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YouTube Confidential and Proprietary

YouTube Placements

ReachRelevancyStickiness

Interactivity


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YouTube Confidential and Proprietary

Home Page

Reach


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Dolce&GabbanaFashionShowonYouTubeHomepage

Chlo Expandable autoroll on YouTube Homepage


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ChloExpandableautorollonYouTubeHomepage(Christmas2009)


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Louis Vuitton & Journeys awards

PromotedVideos


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PromotedVideos


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Banners


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Banners


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Partner videosStickiness


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confiden+eletexclusifconfiden+eletexclusif


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Branded channelInteractivity

L Y T b


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Luxury corners on YouTube

Leverage the Google + YouTube ecosystem


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LeveragetheGoogle+YouTubeecosystem

luxury - which opportunities with google and youtube

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