Discover how Shiseido, the renowned beauty brand, successfully navigated the challenges of the pandemic in 2020 and implemented a forward-thinking marketing strategy that resulted in exponential growth. By leveraging digital marketing tactics, Shiseido not only increased their visibility online but also built trust among key influencer populations and audiences.
One of the key pillars of Shiseido’s marketing strategy was prioritizing video content. Through sponsored video content and platforms like TikTok, they engaged their target audience with authentic product reviews and creative content. In addition, Shiseido executed experiential moments and events, providing unique influencer-led experiences that captured attention and enhanced brand impact.
To further strengthen their marketing efforts, Shiseido leveraged on-brand VIP talent, such as rising star Hunter Schafer, to serve as brand ambassadors and increase brand affinity. The selection process for VIP partners was guided by data-driven insights, audience demographics, and alignment with brand themes.
Key Takeaways:
- Shiseido’s marketing strategy focused on digital tactics to increase visibility and trust.
- Video content played a significant role in capturing the audience’s attention and driving brand impact.
- Experiential moments and events allowed Shiseido to provide unique influencer-led experiences.
- Leveraging on-brand VIP talent helped strengthen brand affinity and influence.
- Data-driven insights and a strategic selection process guided Shiseido’s partnerships with VIP influencers.
Shiseido’s VIT Score and Goals
Shiseido implemented Traackr’s VIT Score as a central framework to measure the impact of their influencer marketing program. The VIT Score encompasses three crucial categories: visibility, impact, and brand trust. By setting specific objectives, Shiseido aimed to prioritize video content, execute remarkable experiential moments and events, and leverage influential VIP talent, all in an effort to increase their overall VIT score in 2021.
Achieving success in these key areas would further solidify Shiseido’s already strong foothold in the influencer marketing landscape. The brand was keen on continuing their impressive track record, particularly in the brand trust category, while also aiming to improve their visibility and impact scores. By doing so, they aimed not only to enhance their overall performance but also to strengthen the bond with their target audience.
In their pursuit of a higher VIT score, Shiseido recognized the importance of aligning their influencer marketing efforts with their broader marketing goals. By incorporating performance measurement tools like the VIT Score into their strategy, Shiseido was able to track and evaluate their success in real-time, making data-driven decisions that drove impactful results for their business.
The VIT Score Breakdown
The VIT Score comprises three key elements that reflect Shiseido’s goals:
- Visibility: Shiseido strived to increase their visibility by broadening their reach and engaging with a wider audience. They focused on maximizing their brand’s exposure through strategic partnerships with relevant influencers in various social media channels.
- Impact: Shiseido aimed to create a lasting impact through their influencer marketing program. They sought to inspire and connect with their audience by delivering compelling content and experiences that resonate with their target customers.
- Brand Trust: Shiseido understood the pivotal role that trust plays in effective influencer marketing. They committed to cultivating trust by collaborating with reputable influencers, promoting transparent and authentic content, and aligning with influencers who share their brand values.
By excelling in these areas, Shiseido aimed to raise their overall VIT score and solidify their position as a leader in the industry. With a clear focus on these goals, Shiseido demonstrated their commitment to delivering exceptional influencer-driven marketing campaigns.
Prioritizing Video Content
Shiseido recognized the power of video content in their marketing strategy. After evaluating the performance of their content in 2020, they discovered that video content played a significant role in driving visibility for their brand. As a result, they made a conscious decision to prioritize and invest in creating more video content.
To maximize the impact of their video content, Shiseido explored various platforms, including the popular video-sharing app TikTok. They understood that to engage with their target audience effectively, they needed to be present where their audience was already consuming content.
In their video content strategy, Shiseido emphasized creative freedom, ensuring that their videos stood out and captured the attention of viewers. They encouraged influencers to share authentic product reviews, allowing them to connect genuinely with their audience and build trust.
Additionally, Shiseido adopted a hyper-focused approach to influencer discovery for their video content. By carefully selecting influencers who aligned with their brand values and had an engaged following, they ensured their videos reached their target audience and generated the desired impact.
Overall, Shiseido’s dedication to prioritizing video content proved to be a successful strategy in enhancing their brand visibility and engaging with their audience on a deeper level.
Executing Experiential Moments and Events
Shiseido’s marketing strategy for 2021 was built on the recognition of the tremendous success achieved through experiential moments and events. To elevate their brand presence and impact their VIT score positively, Shiseido hosted the highly anticipated Malibu Beach House Event. This exclusive event brought together a curated selection of influencers and press, creating the perfect platform to engage with their target audience.
At the Malibu Beach House Event, Shiseido prioritized influencer selection, ensuring alignment with their brand values and target demographic. By partnering with individuals who resonated with their audience, Shiseido created valuable connections that led to heightened brand visibility and a strengthened VIT score.
The key focus of the event was to tailor influencer-led experiences that showcased Shiseido’s products and captured the essence of their brand. By providing influencers with unique opportunities to experience their products first-hand and participate in engaging activities, Shiseido created memorable and impactful moments that resonated with their target audience.
To expand their reach and engage with a wider audience, Shiseido experimented with new platforms like TikTok. Leveraging the growing popularity of this platform, they capitalized on innovative content creation and influencer collaborations to enhance visibility, impact, and trust. This strategic move allowed Shiseido to tap into the potential of influencer events in ways that fit seamlessly with the preferences of their target audience.
Overall Impact of Experiential Moments and Events
Shiseido’s investment in executing experiential moments and events proved to be highly successful. With compelling influencer collaborations and the Malibu Beach House Event, they were able to generate significant brand visibility, enhance their impact, and strengthen consumer trust. By strategically leveraging these experiences, Shiseido achieved their objective of boosting their VIT score and establishing a strong foothold in the beauty industry.
Leveraging on-Brand VIP Talent
Shiseido recognized the value of VIP influencers in driving their VIT score and sought to expand their roster of esteemed partners. One notable collaboration was with Hunter Schafer, a rising star and makeup category ambassador. Shiseido’s approach to selecting VIP partners was based on careful analysis of brand affinity, audience demographics, and alignment with brand themes. The partnership aimed to ensure that the collaborations were not only authentic but also fostered creativity and innovation.
In their commitment to maintaining authenticity, Shiseido emphasized close collaboration with influencers and makeup artists. This allowed them to nurture a strong working relationship that translated into captivating content and genuine audience engagement. The strategic selection of VIP influencers and the focus on collaboration were essential elements in Shiseido’s comprehensive influencer marketing strategy.
| VIP Influencer | Brand Ambassador Role |
|---|---|
| Hunter Schafer | Makeup Category Ambassador |
| [VIP Influencer Name 1] | [Brand Ambassador Role 1] |
| [VIP Influencer Name 2] | [Brand Ambassador Role 2] |
Through their strategic partnership with Hunter Schafer and other on-brand VIP influencers, Shiseido effectively enhanced their VIT score by leveraging the influence and impact of these prominent individuals. Collaborating with VIP influencers not only garnered visibility for the brand but also solidified their position as a trusted authority in the beauty industry.
Using Traackr for Influencer Marketing
Shiseido partnered with Traackr, a leading influencer marketing platform, to optimize their influencer marketing campaigns. Traackr provided a comprehensive suite of tools and features that allowed Shiseido to streamline their influencer discovery, vetting, campaign management, and reporting processes.
One of the key benefits of using Traackr was its advanced influencer discovery capabilities. Shiseido was able to easily identify and connect with relevant influencers who aligned with their brand values and target audience. This helped them ensure that their influencer partnerships were authentic and impactful.
In addition to influencer discovery, Traackr provided Shiseido with comprehensive campaign management tools. The platform allowed them to track and monitor their influencer marketing campaigns in real-time, providing valuable insights into campaign performance, engagement rates, and ROI.
One of the highlights of using Traackr was its VIT measurement feature. Shiseido leveraged Traackr’s VIT (Visibility, Impact, Trust) measurement to track the impact of their influencer marketing efforts. The VIT measurement provided Shiseido with a holistic view of their influencer marketing performance, allowing them to identify areas for improvement and optimize their strategies accordingly.
Moreover, Traackr’s team of experts provided Shiseido with valuable insights and advice to further enhance their influencer marketing program. With Traackr’s guidance, Shiseido was able to build a data-led strategy that maximized the impact of their influencer partnerships and drove meaningful results.
In summary, Shiseido’s partnership with Traackr for influencer marketing proved instrumental in their success. The platform’s robust features for influencer discovery, campaign management, and VIT measurement empowered Shiseido to execute targeted and impactful influencer marketing campaigns effectively.
Influencer Discovery: Key to Campaign Success
The foundation of a successful influencer marketing campaign lies in finding the right influencers who align with your brand’s values and resonate with your target audience. Shiseido recognized the importance of influencer discovery and leveraged Traackr’s advanced tools to identify and connect with relevant influencers.
Traackr’s influencer discovery capabilities enabled Shiseido to segment influencers based on various criteria such as demographic information, audience engagement, and content relevance. By leveraging these insights, Shiseido was able to partner with influencers who had a genuine connection with their target audience, resulting in higher engagement and brand affinity.
Furthermore, Traackr’s platform provided Shiseido with deep influencer profiles, showcasing key metrics such as follower count, engagement rates, and performance history. This enabled Shiseido to make data-driven decisions when selecting influencers, ensuring that their partnerships were not only impactful but also aligned with their campaign objectives.
In conclusion, the success of Shiseido’s influencer marketing campaigns was heavily influenced by their strategic approach to influencer discovery. By leveraging Traackr’s advanced tools and insights, Shiseido was able to identify and partner with influencers who played a pivotal role in achieving their marketing goals.
Results of Shiseido’s Marketing Strategy
Shiseido’s marketing strategy for 2021 delivered impressive results, with a remarkable increase of 54% in their VIT score. This outstanding growth placed them in the 93rd percentile in terms of year-over-year performance. The team’s unwavering focus on specific objectives, such as video content, experiential moments, and leveraging VIP talent, played a pivotal role in their overall success in visibility, impact, and brand trust.
Key Performance Results
Let’s delve deeper into the specific performance results obtained through Shiseido’s marketing strategy:
| VIT Growth | Performance Results |
|---|---|
| Visibility | Increased brand visibility across multiple platforms |
| Impact | Engaged a wide audience and generated significant buzz |
| Brand Trust | Established credibility and strengthened consumer trust |
Shiseido’s remarkable VIT growth demonstrates the effectiveness of their marketing strategy and their ability to connect with their target audience. Their commitment to producing compelling video content, creating impactful experiential moments, and leveraging on-brand VIP talent contributed significantly to their success. By achieving growth in all categories of their VIT score, Shiseido showcases their commitment to building a strong and trusted brand presence in the beauty industry.
Conclusion
Shiseido’s marketing strategy for 2024 showcased their innovative digital approaches, impactful online campaigns, and focus on SEO optimization. By leveraging Traackr’s VIT Score and setting strategic objectives, Shiseido achieved remarkable growth and success in influencer marketing. Their case study serves as an inspiration for beauty brands aiming to build visibility, impact, and trust in a competitive industry.
Their commitment to digital innovation allowed Shiseido to stay ahead of the curve in the ever-evolving digital landscape. Their online campaigns captivated audiences and generated significant brand exposure, contributing to their overall success. Additionally, their focus on SEO optimization ensured that their content appeared prominently in search engine results, driving organic traffic and increasing brand visibility.
Shiseido’s use of Traackr’s VIT Score as a measurement framework enabled them to track the impact of their influencer marketing program accurately. By prioritizing specific goals, such as video content, experiential events, and leveraging VIP talent, they were able to achieve impressive results in terms of visibility, brand impact, and trust. These achievements demonstrate the power of data-driven decision-making and strategic planning in influencer marketing.
As Shiseido continues to refine and enhance its marketing strategy, other brands can learn from their success and adapt their own approach accordingly. By embracing digital innovation, executing impactful online campaigns, and optimizing for SEO, brands can strengthen their presence in the competitive beauty industry and achieve their marketing objectives.
