Shiseido | Building a social infrastructure and consistent creative strategy across EMEA

The background

In 2014, Shiseido Group announced its medium-to-long-term strategy called VISION 2020.

The goal for 2020 is to create the basis for ensuring that Shiseido will remain vital for the next 100 years and to generate even greater value for consumers and society.

The rebuilding of the business foundations brings a new fundamental shift regarding digital communications, to better align the marketing effort across EMEA markets.

The Challenges for RE-UP

1 – Create a story which matters for EMEA consumers

2 – Understand the social cues between diverse consumers in 16+ markets and the brand

3 – Implement a better “digital-ready” organisation

4 – Help in winning market shares by earning share of mind in social channels

THE RE-UP EFFECT

AUDITING MARKETS

Every day, we audit the 16 markets’ efforts across digital channels. The end result beyond reports is to create a centre of excellence regarding what works and what needs to be optimised.

 

SOCIAL BRAND BOOK AND EDITORIAL STRATEGY

We have completely revamped the communcation approach by co-creating a true social brand book, now used as a foundation for any creative asset developed for the 16 countries.

We’ve created a strong process, editorial tools and an international coordination plan to make sure that the assets are understood and implemented.

CREATIVE STUDIO

We have created a dedicated production studio which is able to repurpose assets or create bespoke content in less than 24 hours, ready to be distributed in all EMEA markets.

NETWORK OF DIGITAL CHAMPIONS

We have started to build up organisational tools to ensure that there is one Shiseido experience across the different markets.

PAID SOCIAL MEDIA STRATEGY

We have fine-tuned the paid social media investment, tripling the ROI in less than 18 months.


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