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U.S. MARKETING 2011 HIGHLIGHTS

U.S. MARKETING 2011 HIGHLIGHTS. Emily Coppock Vice President of Marketing. Outline. Advertising & Communications Sportswear L!VE Events L!VE Opening DETAILS Super Bowl Coachella Valley Music & Arts Festival Pool Party Strategic Partnerships Catherine Malandrino Just Jared.

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U.S. MARKETING 2011 HIGHLIGHTS

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  1. U.S. MARKETING2011 HIGHLIGHTS Emily Coppock Vice President of Marketing

  2. Outline • Advertising & Communications • Sportswear • L!VE • Events • L!VE Opening • DETAILS • Super Bowl • Coachella Valley Music & Arts Festival Pool Party • Strategic Partnerships • Catherine Malandrino • Just Jared

  3. Marketing Strategy KEY ACTIONS • Develop national marketing plan with integrated 360 degree approach and local activation in key markets • Leverage geo-targeted online and social media to efficiently and effectively reach consumers on local level • Support retail channels with specific and focused efforts • Create and foster strategic partnerships across industries to build on brand strength as well as deeply immersing the brand within the community • Seed product with key influencers and tastemakers organically by delivering a highly engaging lifestyle brand experience KEY SUCCESS FACTORS • Increase brand awareness and cultivate brand affinity on national and local level • Increase messaging that supports and extends global communication • Create brand ambassadors • Generate increased press coverage across all media outlets • Drive traffic and increase sales across key markets

  4. Spring 2011 Advertising

  5. Sportswear Advertising • Objective is to continue to position Lacoste as a premium luxury brand while • Generating consumer awareness • Driving traffic to stores and increasing sales • Increase men’s coverage vs. 2010 • Allow for significant regional outreach via local media • Infiltrate select digital platforms as part of media mix • Establish measurable results • Flighting will be heavy in Spring (March/April/May) • Smaller presence in the Fall where goal is to keep Lacoste top-of-mind during key shopping months

  6. Sportswear SS11 Media Partners

  7. Sportswear SS11 Media Partners

  8. Sportswear SS11 Media Partners

  9. L!VE Advertising • Objective is to continue to position L!VE as a premium brand for younger more fashion forward consumer • Generating consumer awareness • Driving traffic to stores and increasing sales • Digital is the priority media for the launch • Print to support the collection and new name in niche magazines • Catalogue and POS to support the dedicated story across the line

  10. L!VE SS11 Media Partners

  11. L!VE Grand Opening

  12. Objectives • Launch the L!VE Collection and the first boutique in the world in Soho, NYC with a 360 degree integrated approach • Attract new, young, hip, music influenced audience

  13. Advertising – Outdoor Wild Postings Billboards • DEC/Estimated Impressions: 25,800,000 • 200 Posters in 10 high traffic locations Downtown NYC • DEC: 57,400 • Corner of Houston & Crosby Chalk Stencils Taxi Tops • DEC/Estimated Impressions: 560,000 • 50 Stencils throughout Downtown NYC • DEC/Estimated Impressions: 131,832,000 • 400 Tops for #50 Showing

  14. Advertising – Print On- Sale Date: 8/30/10 Circulation: 155,000 Estimated Male Impressions: 351,000 On- Sale Date: 9/6/10 Circulation: 427,700 Estimated Male Impressions: 714,000 On- Sale Date: 9/9/10 Circulation: 345,053 Estimated Male Impressions: 275,000

  15. Advertising – Online • Impressions: 2,970,000 • Estimated Male Impressions: 2,108,700 • First drop: Hompage takeover September 8th • Second drop: Dedicated email September 13th delivered to 150,804 NY subscribers

  16. Launch Event WHAT: The younger-minded, urban segment of the famed crocodile lifestyle will make its mark in New York City this week with the first LACOSTE L!VE shop opening in Soho. In celebration, the brand paid tribute to the impact and importance of cultural trends such as music on fashion, hosting a private event at The Rose Bar at Gramercy Park Hotel. WHO: Perfectly capturing the element of “L!VE”, Brooklyn-based duo Derek Miller and Alexis Krauss of Sleigh Bells shook up the candlelit room with an energetic performance and DJ Nick Cohen spun throughout the evening. Guest appearances included Gossip Girl’s Penn Badgley, ELLE Magazine Creative Director Joe Zee and DJ Cassidy. WHEN: Wednesday, September 8, 2010 7-8PM VIP Cocktails 8-11PM Party WHERE: The Rose Bar at Gramercy Park Hotel New York City

  17. Launch Event

  18. Social Media Coverage Women’s Wear Daily Followers: 1,655,137 Details Eugene Tong: Senior Style Editor Followers: 390 Jim Shi Freelance writer Followers: 3,331 Joe Zee Creative Director of ELLE Followers: 42,996

  19. Social Media Coverage

  20. Retail Activation • September 13-19 • Outdoor guerilla marketing • Publicity stunt • Consumers will “hunt” for a missing crocodile • 1,000 “missing” posters distributed • 3,000 rubber crocodiles handed out by street teams, the safe return of which results in a reward • L!VE Art Battle • Utilizing exclamation points as a theme • Raffle • Win cool L!VE custom bicycles • Music • Spins by renowned DJs promoted in-store and online

  21. Retail Activation

  22. Retail Activation

  23. Retail Activation

  24. L!VE Blog

  25. LACOSTE + DETAILS:KING ADZ BOOK LAUNCHSTREET KNOWLEDGE

  26. Overview On March 31, 2011 DETAILS and LACOSTE L!VE partnered on an exciting program surrounding the launch of artist King Adz’s, Street Knowledge, an insiders encyclopedia chronicling the street art movement. To celebrate the partnership, DETAILS secured the UK-based artist to paint a custom LACOSTE L!VE mural in the heart of the meatpacking district, across from the of-the-moment hotel, The Standard, New York, creating a public art installation for the brand.

  27. Completed Wall

  28. Social Media – Thrillist.com Win a $500 Gift Card: LACOSTE L!VE Street Art SearchJoin LACOSTE L!VE’s Street Art Search, and you could win a $500 Lacoste gift card by tweeting pics of yourself with local graffiti masterpieces. To enter, follow @LACOSTELIVE and tweet a pic of you and your favorite display of urban art, with the hashtag #finditLIVE, which does not mean you should be looking for melodramatic 90s alt-rock bands. Start scouring the streets and head to LacosteYourself.com <http://LacosteYourself.com/>  for more deets.

  29. Social Media – Thrillist.com

  30. LACOSTE + GQ: SUPER BOWL XLV

  31. Overview • Deliver a highly engaging lifestyle brand experience, placing product directly into the hands of celebrities, sports & fashion VIP’s and tastemakers over Super Bowl weekend. • Gain brand affinity with a young audience of athletes, celebrities, tastemakers, and trendsetters. • Generate buzz and excitement around the party, making it the most talked-about event during Super Bowl weekend. 32

  32. Retail Activation – Sweepstakes

  33. Retail Activation – In Store • Overview Evites inviting guests to shop like a superstar with a GQ stylist were sent to the NorthPark boutique clients, GQ and NorthPark Center lists. The event was also listed in the NorthPark Super Bowl newsletter as well as posted on the NorthPark Facebook page. • Location Lacoste Northpark Boutique • Time/Date Friday, February 4th , 1PM-4PM • Incentive GQ celebrity stylist assisted guests with wardrobe selections and customers also received a $25 gift card for any purchase of $100+

  34. Retail Activation – In Store

  35. LACOSTE+GQ XLV Event • Overview Lacoste, GQ and Cadillac to host an exclusive branding launch event for VIP guests attending the Super Bowl, football enthusiasts and influential Dallas locals. • Location Hickory Street Annex, 501 South Second Ave., Dallas, TX • Date/Time Friday, February 4th, 9PM-1PM • Host - Andy Roddick • Live Performance - Cee Lo Green • VIP gifting suite for celebrities, athletes and VIPs • General gifting included custom-made silk screened tee shirts by HIT & RUN crew

  36. LACOSTE+GQ XLV Event – Venue

  37. LACOSTE+GQ XLV Event – Celebrities

  38. LACOSTE+GQ XLV Event – Atmosphere

  39. Total Event Impressions: 170,033,359+ Our Pre-Superbowl party received media attention pre and post the event via broadcast, print and online outlets. Best press coverage included: WWD E! Online US Weekly People Magazine Life and Style ADWEEK Extra ESPN MTV Instyle LACOSTE+GQ XLV – Press Recap

  40. LACOSTE+GQ XLV – Social Media Recap Over Super Bowl weekend, followers of LACOSTE’s Twitter jumped by almost 4,000 followers to 290,477 followers. This type of growth almost quadruples a typical weekend for the brand, as seen with last weekend where the growth rate was about 1300 followers. Throughout the LACOSTE GQ XLV party, LACOSTE tweeted content exclusive to the event (photos and happenings), integrating widely used hashtag #SBXLV into each tweet. On Friday, LACOSTE’s tweet was one of two top tweets associated with the hashtag #SBXLV and on Saturday evening the tweet was the #1 and only top tweet associated with that hashtag. This means that whenever anyone searched or clicked on that trending hashtag, LACOSTE’s tweet was the first to appear.

  41. LACOSTE+GQ XLV – Results • LACOSTE & GQ party was the most talked-about event during Super Bowl weekend and the ONLY fashion party there. • Successfully created a very exclusive, relevant and highly engaging lifestyle brand experience. • Generated incredible press coverage, receiving the most buzz out of any event there • PR Value = $3,062,402+ • Secured strong attendance by VIPs, tastemakers, and influencers - RSVP list closed at 2000 guests! • Secured the best (and most) celebrity attendance. • Delivered a complete and singularly LACOSTE brand experience with high impact and strong presentation. • LACOSTE product was placed directly into the hands of celebrities, athletes, industry tastemakers and fashion influencers . • Guests enjoyed an upscale, unexpected fashion party in the heart of Dallas. 42

  42. 2011 COACHELLA VALLEY MUSIC & ARTS FESTIVAL LACOSTE L!VE POOL PARTY

  43. Objectives • Deliver a highly engaging lifestyle brand experience, placing product directly into the hands of fashion tastemakers at the Coachella Valley Music & Arts Festival • Segment the brand to target L!VE consumers by aligning LACOSTE L!VE with music lifestyle • Gain brand affinity with a young audience of music-loving celebrities, tastemakers and trendsetters • Generate buzz and excitement around the party, making it the most talked-about event during the festival

  44. Overview • The LACOSTE L!VE pool party was a 2-day artist retreat and tastemaker destination • The atmosphere was very LACOSTE L!VE – understated cool, chic and fun • A special LACOSTE L!VE product suite was dedicated to VIPs, showcasing the latest SS11 collections • Playful musical vibe is provided by DJs Chris Holmes, Ana Calderon, Cool Cats, Nick Valensi of The Strokes, DJ Cassidy, Elijah Wood and Nigel Godrich of Radiohead • HTC was a key sponsor of the event, adding an element of innovation and a cool edge • LACOSTE L!VE media partner was Spin Magazine who contributed and distributed content online post event

  45. Event Details • The LACOSTE L!VE pool party took place at a private estate in Thermal, CA Saturday, April 16th and Sunday, April 17th from 12PM-6PM each day

  46. Event Branding Life-size (6’) 3D Crocodile Cutouts in grass leading up to house & 1 staked at gate entrance Lip Balm Guest Wristband Bottled Water

  47. Event Sponsors • Kiehl’s – Sunscreen • Ultimat – Vodka • Patron – Tequila • Pyrat – Rum • Vita Coco – Coconut Water • Waialua – Soda • Beer – Saporo • Grill ’Em All Burgers • Don Chow Tacos • Patron Popsicles 48

  48. Celebrity Guests Kellan Lutz Lea Michele Diane Kruger & Joshua Jackson

  49. Celebrity Guests Kirsten Dunst & Alexander Skarsgard Malin Akerman Katy Perry

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