Social nets are rolling back to connect people along with developing new marketing tools for brands

1.

2. Social nets are rolling back to connect people along with developing new marketing tools for brands

MAIN POINTS OF INTEREST
NEWSFEED NATURAL PRIORITIZATION
PRIORITIZATION OF NON-BRANDED POSTS IN USERS
NEWSFEED TO WIN BACK DARK SOCIAL IN MESSENGERS
LIVE STREAMING AND CELEBS
INFLUENCER MARKETING
NEW MARKETPLACE
VK, OK CASHBACK, MONEY TRANSACTION BETWEEN USERS

3. Audience profile

6,1%
8,3%
4,1%
6,6%
11,7%
9,8%
15,3%
7,7%
14,1%
7,3%
4,4%
4,6%
Female
Male
10,6%
5,4%
7,0%
9,5%
14,2%
15,4%
11,3%
5,9%
4,2%
Female
3,9%
4,1%
3,1%
Male
6,0%
8,6%
2,3%
8,4%
3,8%
5,9%
12,9%
9,1%
7,8%
4,2%
Female
5,9%
3,5%
Male
10,6%
6,3%
6,1%
8,6%
11,9%
10,4%
13,3%
11,8%
6,6%
3,3%
Female
5,9%
3,0%
Male
7,6%
6,6%
8,7%
8,4%
4,9%
Female
6,4%
9,8%
55-64
45-54
11,0%
35-44
13,7%
25-34
10,6%
6,2%
Male
18-24
12-17
Age
Reach (%)
9,3%

4.

H I G H I N C O M E A U D I E N C E I S AVA I L A B L E I N
ALL THREE NETWORKS
December 201+ mobile, reach (%) of Internet

5.

PAID SOCIAL NEWS

6. FB & IG: New PAID formats 2018/19

F B & I G : N E W PA I D F O R M AT S 2 0 1 8 / 1 9
F B
S T O R I E S
• TO INCREASE
CAPACITY
C O L L E C T I O N
A D
S H O P P I N G T A G S
I N S T A G R A M S T O R I E S
S H O P P I N G I N
E X P L O R E T A B
I N S T A G R A M
• RECOMMENDED TO USE TO INCREASE INTERACTION TIME
C A R O U S E L I N
S T O R I E S
• TO SHOW PRODUCT
ADVANTAGES

7. VK2018/19: new opportunities

VK2018/19: NEW OPPORTUNITIES
N E W PA I D F O R M AT S
V K
S T O R I E S
V I D E O P O S T
W I T H
B U T T O N *
NEW ABILITIES
GRANULAR
TARGETINGS OPPORTUNITIES
ACTIVE
AUDIENCE
• TO INCREASE
CAPACITY
• RECOMMENDED TO USE
TO INCREASE CTR
ALREADY USED IN
CODE COCO
CAMPAIGN

8.

V K : P O D C A S T S – I N N O VAT I V E W AY T O
C O M M U N I C AT E W I T H L O YA L A U D I E N C E
SEPTEMBER 2018: VK STARTED TESTING PODCAST
NEWSFEED
EXCLUSIVES FOR CHANEL
BENEFIT
GAP
LOYAL AUDIENCE:
70-80% LISTENERS LISTEN THE
PODCAST UP TO THE END
NARROW AUDIENCE:
~100K LISTENINGS IN AV.
8

9.

CHANEL IN SOCIAL

10. CHANEL IN SOCIAL MEDIA

11. RUSSIA TOOK 1ST POSITION IN FB PAID & 2ND POSITION IN IG paid (AS ALL OTHER markets)

R U S S I A T O O K 1 S T P O S I T I O N I N F B PA I D & 2 N D
P O S I T I O N I N I G PA I D ( A S A L L O T H E R M A R K E T S )
SOV
100%
40%
28%
The only brand that
represents all divisions
Source: Chanel Global report Mar’17 – Mar’18

12.

SOCIAL TOP MEDIA GENERATING HIGHEST ROI IN COMPARISON WITH OTHER
MEDIA
social
other media
6,80
5,43
3,22
3,07
2,41
2,20
1,52
Eyes posts
Face posts
Lips posts
Skin care
products

13. DIOR AND GIVENCHY increased activity, but didn’t catch up with chanel

SOCIAL TRENDS

14.

N E W A D V E R T I S I N G F O R M AT S A R E U S E D
Canvas

15.

N E W A D V E R T I S I N G F O R M AT S A R E U S E D
Canvas

16. New advertising formats are used

C R E AT I V E I D E A S
GABRIELLE
EYEWEAR COLLECTION
EYEWEAR COLLECTION

17. creative ideas

P O P - U P C A M PA I G N S

18. Pop-Up campaigns

COCO GAME CENTER
Coco Game Center community page on
VK

19. Coco Game Center

BEAUTY PROGRAM

20.

21.

BEAUTY PROGRAM
FORMAT – VISUAL
ENGAGER CLUSTER
FORMAT – VISUAL
ENGAGER CLUSTER
FORMAT – VISUAL
ENGAGER CLUSTER
FORMAT – VISUAL
ENGAGER CLUSTER
FORMAT – VISUAL
ENGAGER CLUSTER
ER – 49%
ER – 48%
ER – 46%
ER – 45%
ER – 43%
• ER – sum of likes, shares, comments
• Russia is in the TOP-5 by number of recruited followers

22. Beauty program

THANK YOU!