DIGITAL COMMUNICATIONS
SUMMARY 1. MEDIA LANDSCAPE TRANSFORMATION 2. KERING DIGITAL STRATEGY ACCELERATION 3. GUCCI DIGITAL MARKETING DIGITAL COMMUNICATIONS 2
STRONG DIGITAL SHIFT IN MEDIA CONSUMPTION AND AD SPENDS DAILY MINUTES SPENT PER MEDIA 400 171 180 147 160 131 120 200 Internet OOH* Cinema 174 174 174 173 170 168 Radio TV Print 0 2015 2016 2017 2018 2019E 2020E ANNUAL GROSS ADSPENDS 600,000 PER MEDIA ($M) 400,000 Internet OOH* Cinema 200,000 Radio TV Print 0 2015 2016 2017 2018 2019E 2020E Source : Zenith Global Adspend forecasts March 2019 / Zenith Media Consumption Trends 2018 All categories * OOH Out of home (Outdoor) DIGITAL COMMUNICATIONS 3
AS ALSO OBSERVED IN TOUCHPOINT INFLUENCE PERCENTAGE OF LUXURY CONSUMERS CLAIMING THEY ARE INFLUENCED BY: 2013 2018 50% 41% Magazines* Social media & influencers** 30% 11% 37% 39% Store windows Magazines* 34% 34% Brand websites Brand websites 32% 28% Word of mouth Store windows 24% 18% TV & Movies Word of mouth 18% 20% Events TV & Movies 20% 14% Celebrities Events 13% 14% Seen worn Seen worn 11% Social media & influencers** 14% Celebrities Social media Influencers Source: BCG 2019 True-Luxury Global Consumer Insight Survey Dec 18 / Jan 19 (12K+ respondents in 10 countries) Note: multiple options answer, with top 3 answers ranked for all respondents * Includes Editorials and Commercial in Magazines, and both traditional & digital magazines ** Includes Social Media, Online blogs & influencers DIGITAL COMMUNICATIONS 4
DEFINING A BALANCED BRAND EXPERIENCE AVERAGE % BRAND EXPERIENCE SHARE P aid O wned E arned PAID 55% 50% 45% 40% Touchpoints Free touchpoints, Paid developed 35% generated touchpoints and owned OWNED conversations 30% by the brand 25% WebSite, 20% Recommandations Print, OOH, Packaging, from influencers, 15% EARNED Display, Native, Boutique, Sales PR, Friends Likes Cinema, etc assistant, FB, & IG 10% & Shares, etc accounts, etc 5% Source: Zenith Touchpoints ROI Tracker, Global Norms 2015-2018 DIGITAL COMMUNICATIONS 5
OPTIMIZING BRAND EXPERIENCE THROUGH CONSUMER JOURNEY OWNED MEDIA BUY Recruit new buyers Retain current buyers CONSIDER UNAWARE AWARE DISCOVER EXPERIENCE OWNERSHIP ENJOY PAID MEDIA EARNED MEDIA Source: Zenith DIGITAL COMMUNICATIONS 6
GETTING TO KNOW OUR TARGET AUDIENCES BETTER Top channel for the Planned Top purchase Average NPS first product contact Purchase motivation amount spent (last product bought) LOGO LOVERS TREND SEEKERS FASHION EXPERTS Define each target category, FASHION FORWARD EXTRAVERTS their business potential, interests and behaviors TRADITIONALS to adjust strategic media briefing TRADI TRENDY and planning BUSINESS TRADITIONALS CLASSIC HEDONIST Examples of target audience segmentation DIGITAL COMMUNICATIONS 7
SHARP ACCELERATION IN OUR DIGITAL SPEND TO EMBRACE NEW MEDIA HABITS OF LUXURY CONSUMERS 2018 DIGITAL SPEND SPLIT 2015-2018 evolution: Total spend +49% Digital spend +240 % Programmatic Other Affiliates Native c.50% Search Engine Advertising c.20% Display 2015 2016 2017 2018 Preliminary Social & Influencers 2019 Print OOH Digital TV/Cinema *Out of home (Outdoor) Source Brands budgets including Ecommerce DIGITAL COMMUNICATIONS 8
PURE DIGITAL PLAYERS NOW OUR TOP MEDIA PARTNERS WHILE WE TRANSFORMED OUR PARTNERSHIPS WITH TRADITIONAL PLAYERS 5 PURE DIGITAL PLAYERS IN OUR TOP 15 PARTNERS LAST YEAR (2 IN 2015), ACCOUNTING FOR ALMOST 50% OF THE TOP 15 TOTAL SPEND (LESS THAN 25% IN 2015) Top 3 Digital partners Breakthrough of key new Transformation of our spend evolution digital partners versus partnerships with ‘ traditional ’ media (2018 vs 2015) traditional media partners • Integrated 360° contracts • Branded content • Data & analytics • Viewability • Innovation & research DIGITAL COMMUNICATIONS 9
OUR DIGITAL ACCELERATION IS POWERED BY DATA-DRIVEN MARKETING DATA-DRIVEN MARKETING STRATEGY ENABLES BRANDS TO BECOME MORE AGILE AND GIVE THEM A COMPETITIVE ADVANTAGE THROUGH: Improved Digital Media Improved Brand Enriched CRM campaigns efficiency Content Strategies strategies Personalized messages to segmented audiences The right message to the right person at the right time Nascent - Campaign based execution mainly using external data and direct buys with limited link to sales Emerging - Some use of owned data in automated buying with single-channel optimisation and testing Data-driven marketing 4 levels of maturity identified Connected - Date integrated and activated across channels with demonstrated link to ROI or sales proxies Multi-moment - Dynamic execution optimised towards a single-customer view across channels Source: BCG Google Data-driven assessment 2017 – Audit of 8 industries across Europe DIGITAL COMMUNICATIONS 10
OUR DIGITAL ACCELERATION IS POWERED BY DATA-DRIVEN MARKETING DATA USAGE EFFICIENCY PROVEN THROUGH A TEST-LEARN-SHARE APPROACH 4 KEY PILLARS PROVEN RESULTS Technology x2 New visitors versus no 1 st party data audience Google stack, Salesforce DMP, Digital dashboard... Security x2 Average visit duration versus no 1 st party data audience GDPR, Brand safety, Data governance... Resource Cost per visit divided by 2 versus no 1 st party data audience Team & mindset transformation, sharing days... Enablers +24% Arrival rate KPMP, 1 st & 2 nd party data deals, POCs... versus Audience exposed to non-optimized Creatives DIGITAL COMMUNICATIONS 11
MEASURING SUCCESS WITH OUR KPI FRAMEWORK PAID OWNED EARNED MEDIA CENTRIC ESTIMATED REACH EARNED CONTENT (SOCIAL & Budget spent Estimated number of users exposed to the post USER GENERATED CONTENT) Share of Voice Posts generated by social media users, apart ENGAGEMENT ACTIONS Impressions delivered from sponsored publications from the brand Unique users (Impressions reach) Total number of engagement actions on selected posts (likes, retweets, comments, shares…) Viewability rate AWARENESS vCPM (Cost per 1,000 viewable impressions) Number of users exposed to an earned post ENGAGEMENT RATES Frequency by user mentioning the brand, based on the estimated Sum of engagement actions (shares, likes and Number of clicks reach of each brand comments) / Sum of posts published by the CTR (Click through rate) page or account / Number of page fans or DESIRABILITY SITE CENTRIC account followers Number of positive earned posts mentioning Brand search the brand DESIRABILITY Total visits on site (post click and post view) Difference between the number of followers from PROXIMITY CPVisit (Cost per visit) brand’s social accounts in two periods Bounce rate The number of engagement actions Dwell time (Average sessions duration) accumulated on earned posts that mentioned Number of Page views the brand Sales & Revenue (post click and post view) EMV (EARNED MEDIA VALUE) Conversion rate (total conversions/total visits) CAC (Cost per Customer Acquisition) 360 EMV is the estimated value of free publicity a brand earned across Print, Web and Social DASHBOARDS & REPORTING IN PLACE TO TRACK MAIN KPIS ACROSS BRANDS AND ADJUST STRATEGIES ACCORDINGLY DIGITAL COMMUNICATIONS 12
OUR STRENGTH IS OUR ABILITY TO CONSTANTLY CHALLENGE OURSELVES AND REVISIT CURRENT MODELS WITH AGILITY FROM TO Brand Narrative x Data Brand / business Data & Comms Brand strategy Analytics Planning Strategy PR, Events, Comms Organizational Celebrity Planning Technology Change & Influencers Storytelling CRM & Content PR, Events production Website & Celebrity BRAND CONSUMER Technology Windows & Innovation & packaging IDEA EXPERIENCE Content Search Production Personalization Print, OOH, Digital Website Direct E-Commerce Windows Native Marketing & packaging Print, Mobile Social & OOH Influencers Search marketing DIGITAL COMMUNICATIONS 13
GUCCI DIGITAL MARKETING: CAPITAL MARKETS DAY June 7 th , 2019 Robert L. Triefus Gucci, Executive Vice President, Brand & Customer Engagement 14
BRAND AMBITION Re- establish Gucci’s position as a pivotal Italian luxury fashion brand – leading the industry by setting the tone with innovative runway collections and groundbreaking creativity DIGITAL COMMUNICATIONS 15
GIVING MEANING: EMPOWERING SELF-EXPRESSION BRAND MANTRA “To me elegance and beauty have something to do with freedom. Now people feel the desire to express their individuality, they don’t want to fit the mold anymore. And fashion has to reflect and describe this social change” Alessandro Michele FRE E DO M I NDI V I DUA L I TY A UTHE NTI CI TY DIGITAL COMMUNICATIONS 16
EMOTIONAL BRAND ENGAGEMENT DIFFERENTIATED AND AUTHENTIC CREATIVITY POWERED BY INNOVATIVE DIGITAL MARKETING AND A CONSUMER-CENTRIC APPROACH CREATIVITY DIGITAL CONSUMER A “test -and- learn” approach A differentiated creative vision An inclusive approach that reinterprets Gucci’s brand driving accelerated adoption to clienteling propelled values and historic codes of digital innovations, by the brand mantra of “self - expression”, engaging through a consistent narrative supported by a strong growth across all product categories in digital media investment clients across age groups, and customer touchpoints demographics and geographies DIGITAL COMMUNICATIONS 17
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