Digital Marketing 1

DIGITAL MARKETING – GIVENCHY BEAUTY

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Institution

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Tutor

Date
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Digital Marketing – Givenchy Beauty

Givenchy is an international French luxury brand which been known globally since its

establishment in 1952 (Givenchy.com., 2021). The brand is widely known for its Haute Couture

and men and women ready-to-wear collections, famous Givenchy cosmetics and perfume, and

fashion accessories (L’interdit Women, 2018). Despite being an international brand, Givenchy

beauty brand has a limited presence in the digital space of most of its products. Thus, it is

experiencing a disconnect between its digital platforms and the brand (LVMH, 2020). However,

according to Warc luxury products industry has been experiencing a significant sales rise since

2001. This paper will involve developing a digital marketing plan for advertising the Givenchy

L'Interdit perfume line for women in the United Kingdom market by identifying the beauty and

fragrance market and analyzing the situation of Givenchy beauty in the UK market.

An effective digital marketing plan for Givenchy L’Interdit will result in a successful

marketing campaign whereby the brand will achieve its goals. The company's goals from a

successful campaign are increased social media interaction through affiliate marketing, enhanced

Christmas sales, and enhanced website traffic. Therefore, as a digital executive media, I have to

consider the marketing strategy for the Givenchy beauty product, especially Givenchy L’Interdit

in the UK. The digital marketing executives have come up with a methodology to guide digital

marketers to achieve their objectives. The methodology comprises three major principles, which

are also essential for a digital marketing campaign for the Givenchy L'Interdit perfume line. The

principles are initiated, integrated, and iterate. Application of the principle will be effective in

digital marketing when applied with the PESTLE analysis model. PESTLE is a framework that is

essential in the assessment of the macro-environmental factors that affect brand marketing.

Digital Marketing Plan

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A digital marketing plan is based on the unique objectives and goals a company is

seeking to achieve, what is being sold, who the product is being sold to. In this case, the

objective is to enhance Christmas sales by 35%, increase social media interaction on Facebook,

Twitter, and Instagram by 20% by 5th March 2022 through affiliate marketing, and increase

website traffic by 20% by 5th March 2022. The product which is expected to achieve this

objective is the Givenchy L'Interdit perfume. The targeted market is the United Kingdom market.

The product is being marketed during the festive season to create digital awareness to the women

population who prefers the use of fragrance and perfumes. The buyers of the products will be

women and people who would love to buy a gift for their female counterparts at a cheaper price.

The company will initiate the marketing campaign by considering factors such as what

the customers really need and then working through the strategies set to achieve the objectives.

The people in the UK need quality products that are of affordable prices. Givenchy L'Interdit has

been in the UK market even though it has not been significantly publicized to ensure that

everybody in the UK is aware of it. Therefore, the marketing team needs to analyze and review

analytic reports to develop strategic plans to ensure that the brand is making positive progress in

the market. They will also have to hold regular meetings with the primary stakeholders to share

information on the progress of the digital marketing project. The marketing team will have to

conduct research and analyze the sales data to determine the needs of the customers and their

buying patterns. For instance, through research, the marketing team will be able to develop

insights that guide them on their strategy of paid media, earned media, and owned media. Paid

media involves engaging external marketers who are paid to advertise the products (Medvic,

2004.). Therefore, Givenchy beauty will market its products through affiliates, advertising

through social media influencers, and display ads. Earned media involves a means of publicizing
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a product through another method other than paid marketing (Lovett and Staelin, 2016). The

best-earned media mean of creating awareness is reviews, community posts, retweets, shares,

and word of mouth. Owned media marketing involves the utilization of any online property or

platform controlled by the brand to market its products. In this case, Givenchy will utilize social

media post engagement, its website, and Gmail advertising to meet its customers, either potential

or current.

The initial stage of the marketing campaign is to identify the customer needs and

strategies in which the brand will meet the demands of the targeted population. Therefore, in this

phase, Givenchy Beauty will have to utilize both traditional and digital marketing efforts in a

unified way to ensure that the overall marketing campaign strategy is effectively developed. In

this stage, the brand will investigate and come up with all the challenges that can face the digital

campaign. Finally, a campaigning strategy is developed with the capability to overcome the

roadblock to a successful digital marketing campaign.

The next step will be to iterate, whereby the company will have to improve its activity

after testing and having a clear understanding of the targeted audience. In this stage, Givenchy

beauty will have understood how the customers view their brand and the channels they use.

Therefore, this phase will involve the marketing team applying customer engagement alongside

the campaign to improve the marketing campaign's performance. At this stage, Givenchy beauty

will have to enhance its digital targeting, channels, and messaging to meet the targeted

population as much as possible. Thus, it is clear at this stage that Givenchy will have to modify

messaging and targeting by putting the brand inform and optimizing the digital campaign to

ensure that the project delivers on the set objectives.

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The iterate phase will involve the introduction of the brand and monitoring how the

audience is engaging. Givenchy will have to make changes to its strategy if the targeted audience

is not engaging as required. The marketing team will have to ensure that the introduction of the

brand in the digital marketing platform follows the right route. The product will have to be

positioned in a good way that resonates with the targeted market. Givenchy will be introducing a

product that will fill a market gap by providing a product of high quality in the market at a

cheaper price than its competitors. The messaging on the introduced brand needs to be engaging

and interesting to the audience and the marketing team. The digital marketing campaign has to

ensure that the keywords are driving the audience towards the desired action. If something seems

not to be working, enhancements have to be done and pull down what does not work completely.

Pulling down does not mean terminating the campaign but has to be done with the aim of coming

back with a refined digital marketing campaign. Over time, the campaign needs to be monitored

to continually gen insights on the online audience engagements and how other customers are

interacting and acting towards each campaign. It is essential to note that monitoring will enable

the marketing team to make the appropriate changes on time and ensure that the right

information is passed to the audience.

The last phase of digital marketing using the 3i principle methodology is integrated. This

point will involve the company thinking about the integration of the finding. This phase focuses

on two integral parts: getting approval of the digital marketing and selling strategy and then

integrating the strategy and the finding across the various channels that are to be employed

during the campaign. Givenchy beauty in this stage will have to use information gathered during

the audit, both internal and external and apply the finding to the business challenges and goals.

The company, by so doing it will showcase how the strategies work for the business.
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Furthermore, under this phase, the company will have a change of testing or add a new channel

to the campaign by assessing how it integrates with the existing process and the marketing team.

Therefore, in this phase, the company creates a mindset of digital transformation by integrating

all significant aspects of the business processes. At this point, the company will have to integrate

the campaign across the available digital channels as appropriate without forgetting any

appropriate traditional channel.

The company will have to be growth-driven in a way it looks at social media and the

website as the hub of all marketing and sales activities. Givenchy beauty has a wide following on

social media even though it has not differentiated its account into two is for fashion and beauty.

The company will have to differentiate by categorizing the accounts to enable the audience to

know the difference. Givenchy is engaging and interacting more with followers on Facebook by

actively posting and sharing every day. The effort needs to be the same on other channels like

Twitter and Instagram to ensure that Givenchy beauty meets its objectives. Givenchy being

growth-driven will ensure that the company continues to improve and enhance its digital

channels by updating on the existing information and positing new information, and designing

the website to an attractive design.

To make an effective digital marketing campaign, the company will have to consider

creating eBooks, papers, and webinars as well as other downloadable and interactive content that

addresses the potential question and concerns raised by the prospective customers as they make

buying decisions. Givenchy beauty has to understand that potential customers and the large

population of the targeted audience prefer to self-educate about the products through the sales

process. Alongside the marketing strategies, Givenchy will have to incorporate co-marketing.

Co-marketing involves partnering with other firms that share audiences but are not direct
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competitors. For example, according to the Mintel research, Givenchy beauty has partnered with

the popular video games Animal Crossing on Nintendo Switch. This partnership is an example of

co-marketing and is essential for the digital marketing campaign's success.

Successful Implementation Requirements

It is essential to understand that the success of any plan is determined by the ability of the

company or individuals to execute it. Therefore, there are factors that are essential for

consideration when making planning implementation. In this case, there are three key

requirements that are essential for the successful implementation of the digital marketing plan.

The first requirement has a strong foundation. A strong foundation involves having everything

that is required for the digital campaign in place. For example, Givenchy beauty cannot be in a

position to post on social media without having a social media profile. Setting a strong

foundation will require the company to have all the required platforms in place and make the

channels to be utilized ready for use. For instance, Givenchy will have to ensure that the list of

emails is correct to be able to conduct the campaign through mailing. It is impossible to send

emails when the list is bad. Thus, Givenchy needs to be careful and prepare in advance to ensure

strategies applied in the marketing do not fail. Digital marketing is a crucial aspect for all

business markets and requires preparedness, whereby everything required is put in place to

ensure the campaign is done effectively in an efficient and productive way (Chaffey and Ellis-

Chadwick, 2019).

The second requirement is skilled personnel. In a digital marketing campaign, one person

is not enough as he or she cannot do all that is required. If the company has one person, it

becomes complex if not possible for the campaign to achieve its objectives and goals. It is almost

impossible to find a person who excels in everything. In digital marketing campaigns, website
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coding, development, and designing, sales, database administration, email marketing, graphic

design, search engine optimization, content writing, project management, strategic planning, and

data analysis are required (Piñeiro-Otero and Martínez-Rolán, 2016). Therefore, it is essential to

have people who are skilled enough to be in a position to fill this role. The campaign cannot be

effective if Givenchy beauty lacks skilled people who are able to fit in all the necessary roles for

a digital marketing campaign. Thus, Givenchy will have to utilize skilled individuals in order to

achieve the set objectives and goals.

The last requirement is money and time. Digital marketing campaign planning and

implementation will require people, resources, and technology to ensure the success of the

campaign (Wind and Mahajan, 2002). In a marketing campaign, everything takes time and costs

money. Givenchy has to be prepared with the financial resources required and give a particular

time for the campaign. The resources need to match the requirement of the digital marketing

campaign plan for the projected time for the plan to be effectively implemented (Chaffey and

Smith, 2017). Funding of the plan is one of the essential requirements for the successful

implementation of the project. Therefore, the digital marketing campaign needs to be well

budgeted for because if not budgeted for, the marketing team would face a hard time in

achieving the goals and objectives set. Limited finance has been a key issue in the poor

implementation of plans, and this problem arises from a lack of understanding of the extended

project. Therefore, the plan will have a comprehensive budget that shows the extent of the digital

marketing campaign project. The marketing team has to be intensively engaged in the budgeting

process to ensure that everything that needs funding is captured in the budget.

Projected Budget
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The campaign is estimated to cost a total of €700,000. The budget is determined through

pay per click on social media. The social media platforms that are Facebook, TikTok, YouTube,

and Instagram are projected to cost a total of €500,000. Facebook/Instagram is estimated to

spend €300,000, TikTok €100,000, and YouTube €100,000. Additional costs are incurred on

content which includes visuals. The visuals are estimated to cost €70,000. The influencers will

be paid a total of € 100,000. The budget includes other overhead costs associated with digital

marketing, such as radio commercials, billboards, and TV. The overhead costs are estimated to

cost €30,000.

Strategies for Cost Reduction

Digital marketing campaigns are expensive, and firms need to consider strategies to

reduce the costs. Givenchy beauty will have to apply various strategies to ensure they reduce the

costs. The first strategy is doing less marketing. Less marketing will involve a reduced number

of daily blogs, social media posts, emails, and product offers. Reduced marketing will result in a

low phase of a digital marketing campaign, but it is necessary to minimize the cost.

The second strategy is getting everybody engaged. This involves hiring a specialist to

train the internal team on different activities. This action will result in to spread of the workload

among the workers. Getting everybody involved involves training almost every individual in the

company on how to blog. This will ensure that the entire customer experience is captured, and

the company develops trust through a steady flow of views from diverse points (Charlesworth,

2014). Also, creating a company-wide social media strategy is essential in cost reduction as

every employee will have particular responsibilities and expectations to meet under specific

policies. However, the expectation is not everybody to be a social media guru or expert blogger.

The company will need people to oversee the operations and the strategy, will also need
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individuals to do quality control, maintain value, train, manage the project, and coach others. But

when a company has people who share industry knowledge, insights, and expertise, it becomes

easy for marketers to perform their duty effectively by pushing the best content to the targeted

population.

Success Indicators

The success of the campaign will be shown by the achievement of the three main

objectives. The first objective, which is to increase social media interaction on Facebook,

Twitter, and Instagram by 20%, will be determined by the social media likes, comments, and

shares when compared to pre-campaign interaction. The second objective, which is boosting

Christmas sales of the Givenchy L'Interdit by 35%, will be measured through financial

statements and sale reports which will be done during the Christmas season. The last objective,

which is to increase website traffic during the Christmas period by 20%, will be determined

through observation of how traffic increases by google analytics, especially during the month of

December and November.

Limitation

Various limitations were identified in the digital marketing campaign planning. The first

limitation is that it is difficult and complex to attract the right traffic through affiliate marketing.

Getting buyers through affiliate marketing is as difficult as most people who view paid adverts

are limited, and referrals are feared because of scams, which have been rampant all over the

world (Morris, 2009). The second limitation is identifying the right influence. The right influence

is difficult to find, as well as measuring the performance of the marketing campaigns through

influence marketing. Lastly, primary research was complicated because of a small number of

people who know about Givenchy's line.

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Conclusion

Digital presence is essential for a company making an online marketing campaign

because it is the place where current and prospective customers will get to learn and know about

the company and what it offers. Currently, the largest population uses social media platforms for

marketing its products. Thus, digital platforms are the places where most of the customers will

search for the company. Digital presence provides a company with a space where they can

provide information to the audience in-depth and easy to use. An effective digital marketing plan

for Givenchy L'Interdit will result in a successful marketing campaign whereby the brand will

achieve its goals. However, it can be complicated to understand how to invest on digital

platforms. A digital marketing plan is based on the unique objectives and goals a company is

seeking to achieve, what is being sold, who the product is being sold to. For instance, through

research, the marketing team will be able to develop insights that guide them on their strategy of

paid media, earned media, and owned media. The company will have to be growth-driven in a

way it looks at social media and the website as the hub of all marketing and sales activities.

It is essential to understand that the success of any plan is determined by the ability of the

company or individuals to execute it. There are three key requirements that are essential for the

successful implementation of the digital marketing plan, which are a strong foundation, skilled

personnel, and money and time. Digital marketing campaigns are expensive, and firms need to

consider strategies to reduce the costs. The success of the campaign will be shown by the

achievement of the main objectives. The best recommendation to Givenchy beauty is to create a

marketing plan by offering value through reviews and words of mouth while using influencers

and affiliates to convert and engage consumers.

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