Digital Luxury Group - The digital agency of forward-thinking luxury brands

1 © Digital Luxury Group 1 © Digital Luxury Group GENEVA | PARIS | SHANGHAI | NEW YORK www.digitalluxurygroup.com

October 2014 Photo: Four Seasons Budapest

Digital Luxury Group provides exclusive access to intelligence, industry executives and digital marketing solutions, to

enable smarter business decisions.

2 © Digital Luxury Group 2 © Digital Luxury Group

Digital Luxury Group is an international company pioneering the digital luxury revolution. Active in digital agency services, business intelligence solutions and B2B events, the company has offices in New York, Paris, Geneva, and Shanghai, and benefits from a unique blend of technology and luxury savoir-faire.

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Clients Include:


Bespoke digital marketing and communication services for

forward-‐‑thinking luxury brands.

Source: Flickr Black Station


Source: Bain & Co: “Lens on the Worldwide Luxury Consumer”

A net total of 10 million additional consumers enter the luxury market yearly. On the horizon, an estimated 400 million luxury consumers, increasingly younger.

… a younger luxury market means a more digitally-savvy one. Need expressed by luxury firms to master digital communications, while maintaining exclusivity.


We create and implement highly engaging digital programs and services covering:


The most visible watch brand in the world, thanks

to search engine optimization.


Challenge: TAG Heuer sought assurance of its site being well positioned in search engines worldwide Result: DLG optimized the website across 10 languages. As a result, traffic from natural search grew by 10%, at a time when all other sources of traffic decreased. In China, organic traffic from Baidu, the leading Chinese search engine, grew by +194%. Today, DLG continues its work with TAG Heuer, ensuring visibility in search engines across the world.


Rejuvenating the brand in China through social media


Challenge: Willing to rejuvenate the brand in China, Montblanc entrusted DLG to optimize its overall social media strategy in order to further develop the brand awareness and convey brand values to the Chinese audience. Result: DLG implemented a tailor made strategy on Sina Weibo, Douban and WeChat as well as at an online PR level. After 6 months, on a month-‐‑to-‐‑month comparison, DLG achieved to significantly increase the Weibo community (+18%), the readership (x3) and the engagement rate (x13) while concretely driving in-‐‑store traffic and generating sales.


Bringing one of the world’s most prestigious auction houses to a digital Chinese

audience.


Challenge: A global leader in luxury auctions, Sotheby’s was seeking guidance for the right approach to digital marketing in China, a highly regulated market requiring a unique approach. They turned to DLG to define their strategic digital road-‐‑map. Result: Given DLG’s expertise on the digital-‐‑savvy high net-‐‑worth Chinese consumer, a strategic recommendation was made on how to best appeal to this audience. As a result, Sotheby’s digital activities were reinforced with an increase of +66% in organic search traffic globally.


Crafting a global digital strategy and roadmap for a Swiss watchmaking icon


Challenge: Watch and jewelry group, Bucherer, recently repositioned their watch business as Carl F. Bucherer. To nurture this new brand and product strategy, DLG was appointed to turn digital into a competitive advantage and crafted the full digital strategy & roadmap globally. Result: Within a few weeks of the launch of the partnership, distinct creative campaigns were launched on social platforms, Facebook and Sina Weibo, to support new product launches released at the time of Baselworld, the largest watch and jewelry fair in the world.


Cultivating an engaged Chinese audience through editorial content and social

engagement


Challenge:

As a premium luxury hotel brand, Four Seasons’ editorial Chinese website ‘Life’ suffered from a serious lack of readership. Four Seasons came to DLG for advice, which led to the development and management of the group’s presence on the Douban platform.

Result: Douban allows Four Seasons a platform for showcasing an online magazine followed by the travel community. Besides readership, social features are implemented (chat, UGC albums) and bridges with Weibo have been built in order to maximize the synergies of Four Seasons social media activities. DLG also recently launched the WeChat corporate account.


Proprietary business intelligence solutions used by brands, retailers, and financial institutions to analyze the evolution of the luxury industry.

Source: 432ParkAvenue.com


DLG Intelligence

Analyzes over 500 million searches per

month

Covering 20 international markets

Tracks over 600 luxury brands

Analyzes data in 11

languages

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19 © Digital Luxury Group 19 © Digital Luxury Group 19

Publisher of reports such as the WORLD LUXURY INDEX™ & WORLDWATCHREPORT™ Leading brand performance indicators for the luxury industry

20 © Digital Luxury Group 20 © Digital Luxury Group 20

Uncovering industry-specific insights from around the world


Featured in the world’s top media:


David Sadigh Founder & CEO

Convinced that luxury brands required a completely different approach to digital than consumer goods brands, David created

Digital Luxury Group in 2011 to bejer serve the luxury industry in the realm of strategy, business intelligence and

digital communications.

David has advised over 100 multinational companies on business-‐‑building strategies over the last 10 years on projects ranging from digital strategy, e-‐‑commerce, online advertising, business intelligence, CRM and social media across Europe, the

US and China.

He is considered as one of the leading voices in the luxury industry.

DLG Leadership


DLG Leadership

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Tamar Koifman International Client Development

Tamar oversees client development and acquisition at Digital Luxury Group. Having previously spent ten years in New York working in digital marketing and e-‐‑commerce for brands such as L’Oréal, Estée Lauder, and CHANEL, Tamar brings an American touch to the global organizations she works with.

Pablo Mauron General Manager, DLG China

Pablo leads Digital Luxury Group’s Shanghai-‐‑based team of Chinese digital marketing experts. Working on projects ranging from strategy development to social media to search engine marketing, Pablo’s team supports brands such as Fendi, Four Seasons, Montblanc, and Landmark.

Samantha Jelin Head of Client Services

Samantha oversees the client services team of digital marketing experts, responsible for all client projects at Digital Luxury Group. Her results-‐‑oriented approach and in-‐‑depth knowledge of marketing to luxury consumers online have been instrumental to the digital success of brands such as Audmars Piguet, Sotheby’s, and Nespresso.


Contact

Tamar Koifman International Client Development Director

tkoifman@digital-‐‑luxury.com

GVA +41 22 702 0760 // NYC +1 (646) 580-‐‑4382

www.digitalluxurygroup.com

www.linkedin.com/in/tamarkoifman 24

25 © Digital Luxury Group 25 © Digital Luxury Group GENEVA | NEW YORK | SHANGHAI | PARIS wwwdigitalluxurygroup.com

The digital partner of forward-‐‑thinking luxury brands

September 2014

Marketing

Digital Luxury Group - The digital agency of forward-thinking luxury brands