Which opportunities for

Chanel with Google and

YouTube ?

Google Confidential and Proprietary

Agenda

A new digital environment

Why is search marketing essential for Chanel ?

Video, Luxury and Chanel

Google Confidential and Proprietary

A new digital environment

Google Confidential and Proprietary

An interactive world

1.7 billion
People worldwide with
internet access via a PC
An interactive world

3.6 billion+
Online searches
An interactive world

24hrs+
Uploaded to YouTube
An interactive world

>55%
Buy on-line

>10hrs
Per week on line
Another revolution is on its way

23% of all handsets sold in Europe are smartphones

What can we do with
you ?

Respond &
Inspire

Google Confidential and Proprietary

 Google
Worldwide
in
your
key
markets

2
global
brands
all
over
the
world


55M
 48M
 384
M


(79.8%)
 35M

228
M
 (67.1%)
 (65%)
 (25.3%)

(74.1%)
 5
M
 96
M

Google
 45M
 (69.2%)

Google
 Google
 (32.3%)
 Google
 (75.5%)

(90%)

Google
 (93%)
 (91%)
 (29%)

(63%)

Google
 Google

Google
 (26%)

(32%)
 (38%)


21.2M

(36%)


Google

(90%)


YouTube
1st
video
site:


*Internet
*Google 448
million
unique
users


Google
Confiden+al
and
Proprietary

10
Source:
Internet
World
Sta+s+cs,
2ème
trimestre
2009.
For
France,
source
Mediametri
Janvier
2010
 1
0
Why Search Marketing
is essential for Chanel ?

Google Confidential and Proprietary

 Le Search s’est immiscé
dans le processus de décision

Google Confidential and Proprietary 12

Everything
starts
from
the
consumer


Google Confidential and Proprietary 13

Relevancy
comes
first


1 - Organic results2 - sponsored links Google Confidential and Proprietary 14

 Le Search s’est immiscé
dans le processus de décision

Google Confidential and Proprietary 15

 1.
Millions
of
queries


Luxury

Obama

11.5M
(us)
 16M
(us)

Chanel

1.4M
(uk)

Luxury
 Diamond
 Fashion

3.4M
(uk)

35M
(us)
 29M
(us)

Fashion
 U2

1M
(uk)

8M
(uk)

Chanel

4.2M
(us)


Google Confidential and Proprietary

Google, données internes
16
 1.
Millions
of
queries


Queries
volume
in
France
‐
Feb
2010


Ex:
 By
comparison…..
 Paid diffusion

Audience
Luxe

Luxury
and
Fashion
 Fashion

Couture

+
500K
queries
/
day
 Defilés

Mode

…..

Ex:

Montres

Jewelry
 Precisions

+
700K
queries
/
day
 Diamant

Colliers

Or


75K / month 360K / month

Ex:

500K / month 2.5M / month
Fashion
clothes
&
bags
 Sac

Robe

+900K
queries
/
day
 Sac
cuir

Sac
python

Chaussures
Luxe


Chanel

+
XXX
million
queries


+30K
queries
/
day


>
60
Millions
queries
/
month
 100K/ month

1.6M / month

Source
:
Traffic
es+ma+on
of
a
short
list
of
keywords,
France
,
February
2010,
Mediametrie,
Mediamat
annual
report
2008.
 Google Confidential and Proprietary 17


OJD
DFP
2008
/
2009

and
AEPM

2.
An
increasing
number
of
queries

500 600
450
500
400
350
400
300 Queries
volume
indexed

Queries
volume
indexed

250 300
200
200
150
100
100
50
- -
2005 2006 2007 2008 2009 2005 2006 2007 2008 2009
1,800
400
1,600
350
1,400
300
1,200
250 1,000
200 Queries
volume
indexed
 Queries
volume
indexed

800
150 600

100 400
200
50
-
-
2005 2006 2007 2008 2009 2005 2006 2007 2008 2009

Source:
Google
internal
datas.
For
the
category
:
Shopping
>
Luxury
Goods
 Google Confidential and Proprietary 18


3.
People
search
every
day


‘jewelry’
queries


‘fragrance’
queries


Source:
Google
insights
for
search.
 Google Confidential and Proprietary

3.
People
search
every
day


‘face
care’
queries


‘’Online
fashion’
queries


Source:
Google
insights
for
search.
 Google Confidential and Proprietary

4.
Online
&
offline
are
a
single
world


Source:
Google
insights
for
search.
 Google Confidential and Proprietary 21

5.
Searches
are
the
mirror
of
your
brand
abrac+vity


Source:
Google
insights
for
search.
 Google Confidential and Proprietary

5.
Searches
are
the
mirror
of
your
brand
abrac+vity


Source:
Google
insights
for
search.
 Google Confidential and Proprietary

 Le Search s’est immiscé
dans le processus de décision

Google Confidential and Proprietary 24

 Luxury
buyers
are
ahead
of
the
digital
revolu_on


General
 Luxury
buyers


Time
spent
on
the
Internet
 9,8h/week
 18h/week


Online
Buying
 55%
 74%


Social
networks
 15%
 25%


Source:
Forrester

 Online
has
become
a
full
part


of
the
buying
experience


*75%
Ac_ve
Cross‐Shoppers

**Considered
their
online
 ***Online
Luxury
sales

purchasing
experience
as
a

posi_ve
one
 
=
4%

97%
 
(+40%
vs
2008)


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
 Internet,

first
source
of
informa_on


Which
source
did
you
find
useful
to
get
informa+on
on

your
future
luxury
good
purchase
?


Internet


Magazines

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
 Search
is
the
most
impacgul
online
adver+sing


Amongst
the
followings,
which
media
helped
you
most


for
your
last
luxury
good
purchase
?



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?

Google Confidential and Proprietary

 Searching
Online
and
Buying
Offline


In‐store
luxury
shoppers…


Feel
the
Internet
complements
the
shopping
I
do
in‐store


Internet
has
guided
my
decisions
in
purchasing
luxury
products
in‐store


If
I
see
an
item
I
like
in‐store,
I
ogen
wait
to
buy
it
un_l
I
research
it
online


Base: Active In-Store Shoppers (268).

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
Google Confidential and youProprietary
bought
most recently?
 Le Search s’est immiscé
dans le processus de décision

Google Confidential and Proprietary 30

Luxury
brands
are
more
and
more
ac+ve
on…

Leather
bags…


Google Confidential and Proprietary

Luxury
brands
are
more
and
more
ac+ve
on…

Watches…


Google Confidential and Proprietary 32

Luxury
brands
are
more
and
more
ac+ve
on…

Jewelry…


Google Confidential and Proprietary 33

Including
Search
in
the
media
plan
has
become
a
reflex



Google Confidential and Proprietary

Including
Search
in
the
media


 
plan
has
become
a
reflex



Google Confidential and Proprietary

Google Confidential and Proprietary 36
 Le Search s’est immiscé
dans le processus de décision

Google Confidential and Proprietary

Live
Search

Live
Search


Google Confidential and Proprietary 38

ebay
 Ad
Sitelinks

More
choice
and
relevance
for
your
text
ads

flowers
4
3
 Product
Plusbox

direct
access
to
your
product
catalogue.


4
4
Video
Plusbox

Chanel, Luxury and Video
The
online
video
phenomenon

Le phénomène Vidéo

Google Confidential and Proprietary

 Social Media Entertainment

Search Engine Mass Media

Google Confidential and Proprietary

 Reach
Efficiency
Complementarity
Virality
Trackability

Google NNR sept 2009, Comscore 2009

 Reach
‐
The

























phenomenon


> 3 Billion videos

watched online every day

1/3 on YouTube

Google Confidential and Proprietary

 Global
Reach



YouTube
#1
video
site.


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.09 Google Confidential and Proprietary
Source : Comscore MediaMetrix, sept.09
Reach
on
your
target


YouTube Reach
50%

44% 44% 44%

67% of people surfing on
Chanel.fr are on YouTube
(duplication NNR on 1 month)

Web CSP+ Women Women

audience CSP+ 21 - 49

Source Nielsen Oct 09 for women CSP+ and Feb 09 for others
Google Confidential and Proprietary 53
Efficiency


Level
of
aken_on


secondes


confiden+el
et
exclusif

 Complementarity
with
TV


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

Pre- Early- Late- Post-

Petit Pause Journée Soirée
Peak Peak Peak Peak
Reach

Dejeuner Café

Q.24 TV consumption by day part (n=1721)Q: Internet behaviours (total pop n=1721, Users n = 800)
Source: TNS / YouTube Media & Audience Study, December 2008

confiden+el
et
exclusif

 Complementarity
with
TV



50%

40%

Share of audience vs total audience by

30% age

20%

10%

0%
4-10 ans 11-14 ans 15-24 ans 25-34 ans 35-49 ans 50+ ans

Source: TNS / YouTube Media & Audience Study, December 2008 confiden+el
et
exclusif

Complementarity
with
TV



TV media consumption amongst Evian ‘Roller Babies’ online viewers

Small TV Average TV
Never watch TV Big TV consumer
consumers (less consumers (less
(more than 7h/day)
than 3h/day) than 4-6h/day)
Sample Sizes : Controle 402, *Small Sample
Base: All
Source: Evian Roller babies case study

confiden+el
et
exclusif

Complementarity
with
TV



TV-contact(s)

YouTube contact(s)

3.5% incremental
TV-campaign reach on YouTube
reach 0.2%
3.5% 95% of all YouTube
71.6% contacts had no TV
contact

Reached by both
YouTube and TV

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

Google Confidential and Proprietary

Virality

More the½ videos

receive grades or comments

58% people watch videos

they have been been sent to

confiden+el
et
exclusif

 Trackability

Real
+me
analysis
of
your
video’s
audience

YouTube
Insight

www.youtube.com/my_videos_insight


• www.youtube.com/my_videos_insight - données disponibles pour chacune de vos vidéos et sur l’audience globale de votre chaîne.
YouTubers
behaviours


HOME
PAGE
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DE
RECHERCHE


BRAND
CHANEL

VIDÉOS
PARTENAIRES


confiden+el
et
exclusif

YouTube Placements

Reach
Relevancy
Stickiness
Interactivity

YouTube Confidential and Proprietary

Home Page
Reach

YouTube Confidential and Proprietary

Google Confidential and Proprietary
Dolce
&
Gabbana
Fashion
Show
on
YouTube
Homepage


Google Confidential and Proprietary

Chloé
Expandable
autoroll
on
YouTube
Homepage

(Christmas
2009)


Google Confidential and Proprietary

Search Results
Relevancy

confiden+el
et
exclusif

 Promoted
Videos

Louis Vuitton & Journeys awards

Google Confidential and Proprietary

Promoted
Videos


Google Confidential and Proprietary 69

Banners


Google Confidential and Proprietary 70

Banners


Google Confidential and Proprietary

Partner videos
Stickiness

confiden+el
et
exclusif

confiden+el
et
exclusif

Branded channel
Interactivity

confiden+el
et
exclusif

Luxury corners on YouTube

Google Confidential and Proprietary

Leverage
the
Google
+
YouTube
ecosystem


Google Confidential and Proprietary