LouisXIII Campaign Audit

Louis XIII
An Independent
Campaign
Design & Performance
Audit

PREFACE
The objective of this review as an independent outside audit is to
understand the current campaign design and to gauge early Phase 1
execution performance, and where the campaign can be improved
during Phase 2 of execution and for expanded sustaining digital
marketing efforts.
We acknowledge that the ‘100 Years’ campaign to date has been seen as globally successful.
We present our findings in the spirit that all campaigns, even those deemed successful, can
achieve better performance and results through deeper levels of reflection and analysis. It is
with this premise that we present the following.

AGENDA
✦ Campaign Design
✦ Campaign Goals
✦ Audience Profiling
✦ Decision Journey
✦ Brand Story & Messaging
✦ Channel Optimization
✦ Budget Optimization
✦ Measurement Plan
✦ Initial Observations & Recommendations
100 YEARS CONCEPT
CAMPAIGN ANALYSIS
(with expanded insights)
L’ODYSSEE D’UN ROI

100 YEARS CAMPAIGN
Audit & Analysis
[ Phase 1 & Phase 2 ]

CONCEPT > ‘1OO YEARS’ – THE MOVIE YOU WILL NEVER SEE
Two main phases to the ‘100 Years’ campaign.
Phase 1
Global Launch - Los Angeles Premier
(Nov. 18, 2015 thru Dec. 11, 2015)
--
Phase 2
Safe (Vault) International Road Show
(April 2016 thru October 2016)

CAMPAIGN DESIGN: OBJECTIVES, GOALS, STRATEGIES,
TACTICS
Campaign design drives execution and performance. From the insights
collected and as provided, we can visually map the overall past and future
effort to see how the campaign has been architected.
This provides us with a framework to review and measure historic performance, and for
understanding how the Campaign can do even better for creating awareness and
influence in Phase 2 of the initiative.

CAMPAIGN VISUAL DESIGN (PHASE 1) – GLOBAL LAUNCH
2015 / 2016 Campaign Influenced Business Objective
Market Growth Stimulus
Goals - Campaign Excitement with Increased Brand Awareness and Desirability Among Targeted Audiences
Campaign Set-up & Design
Concept
Movie
& Vault
Core Message
100 Years
Prime
Markets
USA
China
UK
ROW
(Secondary)
Outreach
Outlets
Live Event
Los Angeles
Premier
Paid Media
(TV, Print,
Radio, Digital)
& Editorial
Bloggers
Social Media
KOLs
(Influencers)
Target
Audiences
& Interests
Geo-Targeted
USA, China &
World
Broad Category
Interests
Cinema, Dining,
Luxury Cars,
Luxury Fashion,
Luxury Hotels,
Press, Wine &
Spirits
--
French Cuisine,
Fine Dining,
Food & Spirits,
Foodies,
Entertainment
--
Investors,
Luxury
(Shoppers,
Travelers,
Vehicles), Movie,
TV, Nightlife
Press / Media
Channel Selection
Website &
Landing Page
Digital
Advertising
Social
Media
Search (Google
& Bing)
Social Media
Activation
USA & World
Facebook,
Instagram,
Twitter,
YouTube
China
WeChat,
Weibo,
Baidu
Strategy & Tactics
Owned (Content) Media
Video Assets
100 Years
Movie
--
(3)
Teasers with
hypothetical
future world
visions
--
Short trailer
making of the
film
Photo
Assets
Assorted
--
Product
--
Celebrity
--
Event
Social
Media
Posts
Instagram
Influencer
Co-Creation
Posts
Shared Media
KOLs
(Influencers)
Posts
--
Instagram &
Twitter
Social
Engagements
Virility
Earned Media
Press / Media
Editorial
Coverage
Paid Media
Facebook,
Instagram,
Twitter,
YouTube Media
Buy
Search
Influencer
Marketing
Facebook &
Twitter Post
Promotion
Local Events
Los Angeles
Premier
Key Opinion
Leaders
--
Paid
KPIs
Campaign
Visibility
Video Views
Paid Impressions
(Performance
Metrics)
Social
Engagements
(Vanity Metrics)

CAMPAIGN VISUAL DESIGN (PHASE 2) – VAULT ROAD SHOW
2015 / 2016 Campaign Influenced Business Objective
Market Growth Stimulus
Goals - Campaign Excitement with Increased Brand Awareness and Desirability Among Targeted Audiences
Campaign Set-up & Design
Concept Movie
& Vault
Core Message
100 Years
Prime Markets
USA
China
UK
ROW
(Secondary)
Outreach
Outlets
Live Event
International
Vault Road Show
Paid Media
(TV, Print,
Radio, Digital)
& Editorial
Bloggers
Social Media
KOLs
(Influencers)
Target Audiences
& Interests
Geo-Targeted
USA, China &
World
Broad Category
Interests
Cinema, Dining,
Luxury Cars,
Luxury Fashion,
Luxury Hotels,
Press, Wine &
Spirits
--
French Cuisine,
Fine Dining,
Food & Spirits,
Foodies,
Entertainment
--
Investors,
Luxury
(Shoppers,
Travelers,
Vehicles), Movie,
TV, Nightlife
Press / Media
Channel Selection
Website &
Landing Page
Digital
Advertising
Social Media
Upscale
Lifestyle,
& Luxury
Targets
Social Media
Activation
USA & World
Facebook,
Instagram, Twitter,
YouTube
China
WeChat,
Weibo,
Baidu
Strategy & Tactics
Owned (Content) Media
Video Assets
100 Years Movie
--
(3) Teasers
with
hypothetical
future world
visions
--
Short trailer
making of the
film
--
(2) Vault
Videos
Photo Assets
Assorted
--
Product
--
Celebrity
--
Event
--
Roadshow
Social Media
Posts
Instagram
Influencer
Co-Creation
Posts
Shared Media
KOLs
(Influencers)
Posts
--
Instagram &
Twitter
Social
Engagements
Virility
Earned Media
Press / Media
Editorial
Coverage
Paid Media
Digital Banners
& Native Ads
--
Cinema &
Entertainment
News
Lifestyle,
Fashion, Tech
Facebook,
Instagram,
Twitter Media
Buy
Influencer
Marketing
Social Post
Promotion
Local Events
International
road show tour
of film vault
Key Opinion
Leaders
(Bloggers)
--
Paid
--
Cinema,
Entertainment,
Lifestyle,
Fashion, Tec
KPIs
Campaign
Visibility
Video Views
Paid Impressions
(Performance
Metrics)
Social
Engagements
(Vanity Metrics)

CAMPAIGN GOALS
Creating the campaign’s ‘100 Years’ brand story, producing digital assets,
activating channels, identifying target audiences, and broadly isolating
brand awareness as the primary campaign goal is not enough to find
success with the overall campaign efforts.
Without knowing where the campaign is aiming based on tangible business objectives
and goals, the campaign has no compass to steer campaign execution and measureable
milestone performance.

CAMPAIGN GOALS
To ultimately find campaign success we need to link goals to the primary
business objective…
GOALS NEED TO BE S.M.A.R.T.
Specific . Measureable. Attainable . Relevant . Time-Bound

CAMPAIGN GOALS
CURRENT GOAL STATEMENT (assimilated from materials)
Generate excitement, desirability and awareness for the brand, especially among the
target audience leveraging one message, one concept with repetition of message all
year long measured against impressions and video views using a select marketing mix of
traditional media, social media and digital advertising.

CAMPAIGN GOALS
BETTER GOAL STATEMENT
Generate excitement, desirability and awareness for the brand among growing target audiences
leveraging the ‘100 Years’ campaign concept as a central theme measured against pre-
defined increases in MoM performance target levels for 1) website traffic, 2) new e-
newsletter opt-ins, 3) new Louis XIII Charter Club memberships, and 4) consistently
higher levels of social media followers and engagements using a select marketing mix of
traditional media, social media and digital advertising to stimulate market growth
opportunities in key geographies.

CAMPAIGN GOALS
Simply what we see is there needs to be a better and more tangible way
to measure success. Impressions, clicks, and video views are not enough
in of themselves – nor do they reveal whether the campaign is truly
influencing consumer purchase behaviors.
Through linking awareness, excitement and desirability campaign objectives to tangible
real influential business performance targets, measurable goals can be tied to specific
conversions which will drive strategy and execution leading to greater consumer
influence and impact.

AUDIENCE PROFILING
Targeting should always align to real-world influence. When we reviewed
target audiences and whether current targeting is properly aligned to
reach and influence the largest possible pre-qualified audiences, scrutiny
reveals Campaign specific targeting has been limited to broad luxury,
lifestyle category interests.
What’s needed is to leverage at a deeper level changing consumer characteristics,
demos and lifestyle motivations – and where market growth opportunities reside within a
qualified targeted population.

AUDIENCE PROFILING
Louis XIII has already loosely identified two target personas (the
Connoisseur and the Amateur), but we need to define audiences with
greater detail in order to develop the right messaging, the right content
and the right visuals to having a lasting impact on business influence.
Therefore, to be even more effective with the campaign strategy and all supporting
initiatives, multiple consumer personas should be defined (in as much detail as possible)
and continuously validated through constant measurement and analysis to fine-tune
continuous better execution performance and to realize maximum ROI.

AUDIENCE PROFILING
With the Louis XIII price point at $3,000 USD, it’s noted that a highly
select financially secure audience obviously needs to be targeted.
Yet, aside from luxury lifestyles and monetary wealth there are socio-demo nuances
within this master population (and on the fringes) that need to be identified through
deeper segmentation for the campaign to find its optimum balance and influence.

AUDIENCE PROFILING
We don’t want cognac just to be for one
category of person.”
Rémy Martin Executive Director, Augustin Depardon
“

AUDIENCE PROFILING
Speaking about attracting new drinkers, the aim
is to lower the target audience from 45 to 35,
attract female drinkers and generally make Louis
XIII aspirational to a wider group of consumers.”
Louis XIII Executive Director, Ludovic du Plessis
“

AUDIENCE PROFILING
Using Rémy Martin’s own executive directors’ quotes, we can see there is
an acknowledged, predominant internal shift underway for marketing
Cognac – even at the Louis XIII ultra-premium X.O. level.
Within the borders of France, cognac may still be seen as the drink of choice for mature
gentlemen. But in the U.S. as an example, it is often enjoyed by image driven,
adventurous upscale millennials or status-conscious ‘new wealth’ revelers inspired by
blingy bottles and hip-hop name-dropping songs like Busta Rhymes’ ‘Pass the
Courvoisier.’

AUDIENCE PROFILING
Based on one simple demographic view, Nielsen reported for a recent 30-
day period that white adult consumers in the United States for example
drank 27% of the nation’s cognac even though they represent 66% of the
adult population.
Conversely, black consumers drank 40% of the cognac, yet they were only 11.2% of the
population.

AUDIENCE PROFILING
Certainly nuances exist within this simple demographic view based on
levels of Cognac quality consumption. And we acknowledge that
audience segmentation is much more than just ethnicities.
However, targeting will also need to take into account emerging demos for
changing generational lifestyles and values that align to luxury spirits.
The bottom line – ultra-premium X.O. Cognac is no longer perceived as an exclusive
spirit indulged only by the one percenter’s who have extreme wealth.

AUDIENCE PROFILING
As a result, there’s an opportunity to make inroads into demographics
Louis XIII has not generally had a strong presence - to broaden market
opportunities without alienating historic core consumers and eroding the
classic brand value and image.
The direction isn’t about forsaking one demographic for another. Rather there is a need
to complement existing broad stroked targeting into complementary and natural, deeper
evolutionary extensions to convey unique contextual brand stories to appeal to multiple
socio-demographics – including those of ethnicity, gender, multi-wealth status levels,
lifestyles and affinity motivators.

AUDIENCE PROFILING
If we begin to look at today’s Cognac Luxury consumer, we can begin to
paint a picture of the changing socio-demo characteristics which define the
new ultra-premium X.O. consumer.
This is important on multiple levels for the campaign and future marketing efforts to reach,
influence and align to audiences of the largest possible size. 1) Better targets advertising
and social media for maximum business impact, and 2) Contextually allows content and
messaging to be better developed to resonate with expanded core audience persona
types.

AUDIENCE PROFILING
But caution should weigh in with audience segmentation. There will
always be a continuous need for validation through research, discovery,
experimentation, measurement and analysis.
The goal should be to focus on audiences that can realistically aspire to and actually
convert to sales – either today or sometime in the foreseeable future – with a
concerted focus on pre-qualified audiences.

AUDIENCE PROFILING
The Luxury goods market is indeed growing due to accumulating wealth
among upwardly mobile key demographic population segments.
However, Louis XIII’s target audience is somewhat different from the perspective that a
$3,000 bottle or a $500 2-ounce pour of the premium spirit is not the same as purchasing
products in some other Luxury product segments such as high-priced Fashion or Beauty
products.

AUDIENCE PROFILING
For the Campaign and all future marketing efforts to have real,
lasting impact…
audiences should be carefully chosen based on the primary core and
fundamental belief that a consumer’s financial capability (or future capability) is
the baseline requirement to create desired and lasting business influence linked to
aspirations, conversions and sales.

AUDIENCE PROFILING
Therefore, we have identified three core personas, which in our belief will
better align the Campaign’s direction and future marketing efforts for
maximum impact and value.
Additional research is required, but for purposes of making our point they include: 1)
Upwardly Mobile Socialites, 2) Established Sophisticates, and 3) Connoisseurs – The
Over 55s. Again, this is only a starting point, which should grow, expand and evolve as
an ongoing marketing initiative.

AUDIENCE PROFILING
Upwardly Mobile Socialites
• Increasingly asking for Cognac-
based cocktails
• Drinking Cognac in cocktails before
the meal and even during the meal
and is a trend consistent with Asia
• Drinking both Cognac and whiskey—
sometimes in the same evening
influenced by the growing halo effect
of the growth in all premium brown
spirits
• Greatest growth opportunities
coming from upscale nightclubs
• Premium spirits consumption is
spilling over into Cognac, which
carries even more luxury appeal
• Eager to be introduced to unfamiliar
Cognac names and open to trying
anything
• Consumption doesn’t align to the
traditional after-dinner formula - for
them, Cognac is a spirit for all
occasions
• Affinities for well known and
authentic brands in multiple spirit
categories
Socio-Demo Target
Predominantly Male, 30–35 years old, upwardly mobile, annual income $250K+, net worth accumulating, ethnic diversity, professional, white
collar, socially active, aware, and adventurous. Key Need: emotional connection.
Motivators
Luxury. Status. Image. Wealth. Quality. Exclusivity. Community. Social validation. Brand experience.

AUDIENCE PROFILING
Established Sophisticates
• More educated with a greater desire
to trade up to experience the
premium end of the market
• In upscale bars, eager to be
introduced to unfamiliar Cognac
names even for $560 2-ounce pour
of Louis XIII
• Growing sophistication for tasting
different notes and blends
• Food pairing capability is becoming
more important
• Affinities for fewer premium spirit
categories than Socialites
• Greater affinities to purchase based
on recollection of multi-media
promotional advertising (more so
than other personas)
Socio-Demo Target
Male or Female, 36–55 years old, sophisticated, affluent, empowered, financially secure, net worth $1MM+ and liquid assets massing, ethnic
diversity, professional, white collar, ambitious, individualistic, independent. Key Need: earned influence.
Motivators
Luxury. Work / life balance. Freedom to make choices – non-committal. Simplicity. Brand values. High aversion to hype. Instant gratification.

AUDIENCE PROFILING
Connoisseurs – The Over 55s
• Connoisseurs of Cognac
• Tasting notes and blends are more
prominently valued
• Aren’t very open-minded to estates
they don’t recognize
• Traditionalist in consumption with
preference as an after-dinner
enjoyable indulgence
• Food pairing capability is more
important than the 'heritage and
story of the brand‘
• Affinities for well known and
authentic brands
Socio-Demo Target
Male, 55+ years old, extreme wealth, affluent, high net worth, multi-millionaires, high liquidity assets, ethnic diversity, professional, white
collar. Key Need:, indulgence, comfort and relaxation.
Motivators
Living the ultimate luxury lifestyle. Status. Quality. Taste. Entitlement.

AUDIENCE PROFILING
From this review of audience profiling, the key takeaway is that building
awareness and influence with pre-qualified audiences within the
consumer’s decision journey is indeed a long-term effort.
However, spending time, resources and budgets on unqualified mass audiences who
simply aspire to a luxury lifestyle may not be the best approach to Louis XIII’s digital
marketing initiatives. Better marketing efficiencies can and should be realized through
this one step alone.

Luxury Consumers’ Decision Journey

LUXURY CONSUMERS’ BUYER JOURNEY
Once target audiences have been better identified, it would be prudent to
consider the effect of digital on luxury consumer shopping habits, attitudes
and behaviors. Within this exercise, it’s important to look at the entire
digital ecosystem.
Research has shown that three out of four luxury purchases, even if they still take place
in stores, are influenced by what consumers see, do and hear online. Digital, in other
words, is now the engine of the luxury shopping experience.

Luxury consumers are highly social, in a digital sense. Some 80 percent
of shoppers use social media on a monthly basis, whether it’s Instagram,
Facebook, Twitter, YouTube, or a Messaging app.
Half are weekly users and more than 25 percent are daily social media users. And they
are not passive users. Two-thirds of Luxury consumers generate social media content –
photographs, videos, product reviews or re-postings of content created by others – at
least once a month. Fifteen percent do it daily.

And it should be noted that the story of digital use is not just one of
Millennials or of growing China influence either. The previous stated
findings hold true across all countries and generations.
The only little generational difference among Luxury consumers is in social media, where
87 percent of Millennials use it monthly vs. 71 percent of aging Baby Boomers.

Overall luxury consumers are highly digital, mobile and social, and
because of this they have extremely high expectations for what they want
in a purchasing experience.
And more so than most, luxury shoppers want a seamless, digitally enabled, multi-
channel experience. Consumers are fundamentally cross-touchpoint engaging through
a variety of touchpoints and expect to be able to so with very little patience for disjointed
brand experiences.

Three-quarters of the total luxury goods market is influenced in one way
or another by a brand’s digital presence.
Touchpoints along the luxury consumer decision journey are many. The key to
leveraging this insight into campaign planning and future marketing efforts lies in
understanding the increasing number of touchpoints, both online and offline – and then
for Louis XIII to pick the right mix of touchpoints within budget parameters for campaign
initiatives.

When Luxury consumers begin shopping for a particular item, they usually
have a pre-selected set of brands in mind at the outset – an initial
consideration set.
This initial consideration stage is of particular importance
because luxury consumers tend to purchase from
brands they are already familiar. More than three
quarters of luxury purchases come from the few brands
present in the initial consideration.
Of special note, the active evaluation decision making stage is much
less relevant than it is for other consumer goods categories.

The implication for Louis XIII and for any future campaign is that
campaigns need to continuously build preeminence over time and be
present just about everywhere in order to be at the top of a consumer’s
mind whenever a purchase occasion occurs.
Research has shown that Luxury consumer decision journeys are now composed from
as many as 21 different touchpoints – 11 offline (such as print media or store visits) and
10 online (such as search, social media and the online brand store).

Based on differing levels of luxury maturity, ecosystems and shopping
habits within geographies, a Luxury shopper on average will be influenced
by nine points of contact with the brand he or she finally purchases.
City Store Online Community / Blog Special Interest Website or App
Word of Mouth TV or Cinema Ad Social Media Channels
Search Catalogue or Personal Letter Experts Recommendations
Sales Person Recommendation Event Sponsorship / Advertisement Multi-Brand Online Shop
Brand Website / Online Shop Fashion or Luxury App Online Banner Advertisement
Fashion / Luxury Magazine Poster or Large Outdoor Billboard YouTube or Other Online Video Service
Travel Retailer Movie or TV Series Placement Newsletter or Email/SMS
Current ‘100 Years’ Campaign Touchpoints

The good news – while brands must be everywhere, research has shown
there are five particular influential consumer touchpoints.
These stand out across all geographies, categories and price points. They are the most
qualitative points of customer contact and have a clear impact on the final purchase
decision at least two-thirds of the time. In short, they are vital for creating an outstanding
luxury customer experience.
1) Physical Stores 2) Word of Mouth 3) Online Search 4) Sales People 5) Brand Website

Based on this key research and working through the limitations of not
having a physical real-world presence, Louis XIII is already leveraging three
of the most influential consumer touchpoints in its brand communications at
some level…
while being astute to complement campaign strategies and execution with a secondary
mix of touchpoints that align to goals.
Yet, there remains an opportunity to better expand and optimize these touchpoints based
on past performance, budget re-allocations, and a managed plan for digital footprint
expansion.

CONTENT: BRAND STORY & MESSAGING
The art of storytelling has always been a key aspect of the luxury
spirits category, and an important differentiator. In a category full of
high-theatre, intricate stories and ostentatious packaging, whispering
sometimes can be louder than shouting.
The key is to appeal to consumer motivations and lifestyles (aligned to target audience
profiles) for connecting emotional affinities to personal empowerment through knowledge
and differentiation in a market congested with messages of provenance and ingredients.

The campaign has produced a number of digital assets in support of the
‘100 Years’ initiative. So far, the ‘owned’ Brand story is largely limited to
the subtle artistic visual narratives within the video assets.
What’s missing is a cohesive, continuing overarching crafted storyline to weave a more
comprehensive story together for disparate, yet similar audience types to create required
micro-moments for developing greater reach and sustaining influence beyond brief video
touches to garner initial or renewed consumer awareness.

As a result, the Content Marketing strategy (beyond the video assets)
including social media content development and strategic publishing in
support of the overall campaign appears disjointed and fragmented.
What’s needed is a consistent publishing schedule with relevant, contextual content
(leveraging social media and a more dynamic website) to tell an expanded
comprehensive Brand Story and to keep brand loyalists and followers engaged –
especially in periods of inactive advertising support and non-video promotion.

The Louis XIII Brand Story is impressive and inspiring, yet the campaign
loses an opportunity to create a more robust ‘back story’ with ‘persona
stories’ in support of the ‘100 Years’ initiative (and for future marketing
efforts).
As a result, current content and the lack of it produced (specifically for social media as a
primary campaign channel) does not deliver levels of emotional attachment and
personalization, which is required to appeal to larger growth opportunity audiences
identified by socio-demo persona lifestyles and tastes.

If we look at the core elements of the Brand story, collectively the brand
story elements represent a unique opportunity to support the ‘100 Years’
initiative with an expanded storyline for greater Brand appeal as well as
campaign impact and benefit.

And although many of these brand story elements can be found in the
subtle visual narratives within the highly artistic videos, the greatest
opportunity remains with building a content platform to complement
campaign periods and the video assets.
This will require the content marketing direction to shift and expand to include the
creation of a series of visual, experiential micro-moments in serial format to appeal to
unique audience lifestyles and emotive motivations to keep awareness and
engagements high with a consistent and frequent publishing schedule.

Creatively weaving Brand story elements together offers the benefit of
delivering differentiated brand experiences at multiple levels. Major topical
storyline themes could easily include:
• Past, Present, Future (includes the legacy Louis XIII back story, personalized targeted
persona story themes, and an expanded ‘100 Years’ future story).
• Conceptually, sub-sets of this direction could easily include even deeper experiential
level serial storylines:

(1) ‘The Art & Passion of Distilling’ – craftsmanship, details, creating a masterpiece;
(2) ‘Mastery of Time - Four generations’ – heritage, legacy, cellar masters and craft
mastery;
(3) ‘Unique Blend’ – aging, blends, taste and quality;
(4) ‘Ultimate Expressions’ - persona lifestyles, motivations, experience affinities;
(5) ‘Adventure and Discovery’ - iconic moments and journeys in time (past, present,
future) from the Farthest corners of the globe (tie in to "l'odyssee d'un roi"
campaign);
(6) ‘True Luxury’ – the King of Cognacs, an icon in the making.

All the while supported with highly targeted and sensory Campaign and
CTA storylines adaptable to both social media and advertising.
• Brand History and Values
• Continuing ‘100 Years’ awareness
• Vault Roadshow amplification
• 2115 Exclusive Invitations, 100 Years Unveiling (1,000 invites for descendants)
• LOUIS XIII L’Odyssée d'un Roi campaign

With emotive micro-moment concepts easily coming to life using
storyboarding to develop the serial storyline visual assets.
Persona
Target
Identity
Visual Cue
Identifiers
Message Cue
Motivators
Social
Creation
Optimized
Distribution
Analytical
What type of content
is resonating with
audiences?
Common
Center
Creative
Micro-moment
conceptualization
In serial format
Events, Campaigns,
Weekly Engagements
1. What’s the objective?
2. What’s the desired result?
3. Who are we targeting?
4. What’s the visual storyline?
5. How and where will we engage?
6. What is success?

Where each serial storyline would stand on its own to tell an expanded
visual brand story over a series of multiple posts leveraging the concept
“consumer attention is best realized through snackable micro-moments.”
And where each individual post would also encapsulate a key visual/message takeaway
that can also stand on its own or be recalled with ease and emotional contextual
relevance when viewed as part of the more expanded storyline.

Serial storylines can be of any length (number of posts or duration).
Storylines can also overlap within a publishing calendar if strategically designed and
scheduled for multiple, distinct segmented audience profiles to reinforce the ability to
continuously deliver fresh content to all targeted audiences’ newsfeeds on a consistent
and regular basis.

The ultimate goal is to create a more consistent publishing schedule with
an abundance and variety of contextual content in support of Campaigns and
sustaining year-round levels of high engagements.
If successful, the Campaign and all marketing efforts will elicit far greater emotional
attachment to the brand while increasing reach, awareness, engagements and influence
with multiple targeted audiences – without being overtly too promotional.
This approach moves Louis XIII beyond it’s historic content direction of heavy product visual promotion to one
of better balance with aspirational experiences and lifestyles for greater brand admiration and appeal.

CHANNEL OPTIMIZATION
Progressively reviewing Louis XIII’s digital footprint and campaign design,
we’re able to validate the Campaign’s choice for channels and outlets,
and the opportunities they provide in reaching intended targeted
audiences.
From our background review, we’ve determined what’s needed is a slightly better
optimized and balance approach for channel / outlet use and budget allocation.

Louis XIII
Social Media
Profiles
Louis XIII
E-Newsletters
CRM
Rémy Martin
Corporate Brand
Website
Louis XIII
Multi-Lingual Brand
Websites
Louis XIII
Society Club
Microsite
Louis XIII
Brand Website
Upon review of Louis XIII’s current present-day digital ecosystem in
support of campaign execution, a simple visual map of online consumer
touchpoints begins to look as follows.
+ Website Marketing
+ Search Marketing
+ Digital Advertising
+ Social Media Marketing
+ Campaign Marketing
+ Influencer Marketing
+ Real-World Integration
Campaign Initiatives and Touchpoint Influence
Louis XIII
Brand Website

With aggregated baseline performance results for Phase 1.
Facebook
Purpose & Use
• Social Hub
• Awareness
• Post and video views
• Impressions,
engagements, virility
• Organic follower growth
• $31,399 (video)
$0.05 CPV
1,774,155 impressions
• $4,838 (post)
$0.85 CPC
117,479 impressions
• 13% Budget
Loosely Pre-Qualified
Targeted Impressions
Instagram
Purpose & Use
• Social Extension
• Awareness
• Impressions,
• Organic follower growth
• $2,986 (billboard)
$0.70 CPE
171,991 impressions
• 1% Budget
Twitter
Purpose & Use
• Awareness
• Impressions,
• Paid follower growth
• $31,470 (account)
$10.38 CPF
• $7,045 (tweets)
$1.46 CPE
248,475 impressions
• 14% Budget
Search
Purpose & Use
• Organic Discovery
• Awareness
• Campaign landing page
web traffic
• Visits, page views and
duration
• $2,936 (keywords)
$0.90 CPC
69,938 impressions
• 1% Budget
Pre-Qualified
YouTube
Purpose & Use
• Awareness
• Video views
• Impressions and
engagements
• Organic subscriber
growth
• $23,200 (promoted)
$0.08 CPV
• 8.5% Budget
Influencers
Purpose & Use
• Awareness
• Impressions,
• $171,500 (posts)
$0.66 CPE
[28,990,000
impressions] - highly
estimated
• 62.5% Budget

Compared against each channel’s demographics and usage.

And then compared against budget/performance ratios, channel preferences
and target audience pre-qualification; we can begin to see how we can better
optimize the Campaign channel efforts.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Budget Percentage Avg. Cost per
Engagement
Channel
Preference
Audience
Qualification
Channel Use Cross Comparisons
Facebook Instagram Twitter YouTube
• Facebook Notable: Overall, the best
performing channel to date aligned
to CPE, channel preference and
audience pre-qualification is
Facebook. Yet it received only 13
percent of the overall budget in
Phase 1.
• Instagram Notable: It should also be
noted that although Instagram’s low
CPE looks somewhat attractive, it
cannot be absolutely verified that
Influencer activities influenced the
right pre-qualified audiences.
Based on channel demographics
alone, it would suggest there is
considerable waste in the number of
impressions achieved.

With further validation Facebook should be at the center of the Campaign
effort from available research revealing which social media channels are most
preferred by select primary countries.
8%
9%
11%
11%
12%
15%
15%
17%
26%
41%
Tumblr
Skype
SnapChat
LinkedIn
Google+
Instagram
Pinterest
Twitter
Messenger
Facebook
8%
10%
10%
12%
13%
14%
20%
24%
32%
47%
Pinterest
LinkedIn
Google+
SnapChat
Skype
Instagram
Twitter
WhatsApp
Messenger
Facebook

What is evident is that all of the channels selected are valid choices within
Louis XIII’s current digital ecosystem. What’s needed at this stage is
slightly better alignment for use and focus in Phase 2 of the campaign.
Therefore, based on the limited early data available for the performance review, coupled
with target audience demos and overall channel use, we can rank the social media
channels in order of influence and efficiencies, which affords Louis XIII the opportunity to
realign emphasis and budget allocations accordingly for Phase 2 of the Campaign period.
1) Facebook 2) YouTube 3) Instagram 4) Twitter

However, understanding which channels to use and with emphasis is only
one step in optimizing the channels.
If we take a deeper reflection of each channel at the execution level (without being
involved in pre-planning and with limited background planning insights), there are a
number of additional optimization opportunities that become evidently available.

Facebook
• Based on past spend efficiencies and a large pre-qualified target audience, Facebook should be considered as
the Community Hub for all social media efforts. Further, it should receive a ‘lion’s share’ of the social media
budget.
• The one constraint so far for not realizing even greater performance is the absence of an expanded organic,
owned content strategy (in support of active and non-active campaign cycles).
• This can be easily corrected with the use of serial storylines developed specifically for multiple target personas
to keep Fans engaged and the community growing with sufficient content variety and with a more consistent,
higher frequency publishing schedule.
• Other areas requiring optimization include Optimized Audience Targeting techniques. This should be key to
reach audiences of real influence. Not only for post publishing, but also for deeper targeting for paid
advertising and promotion.

Facebook (continued)
• There is also untapped potential with building Facebook audience target lists by leveraging the Rémy Martin
and Louis XIII e-newsletter lists and other CRM data, as well as retargeting website visitors, to reach expanded
pre-qualified audiences. This data can be easily imported into Facebook and third-party ad serving platforms.
• For Facebook in particular, there is the added opportunity to build ‘look-alike’ audiences by targeting other
well established Luxury Lifestyle Facebook brands (e.g., peer premium spirits, jewelry and watches, more).
This approach, although simplistic in nature, can offer key benefit for identifying and reaching new semi-
qualified audiences that may be otherwise overlooked with other targeting techniques.
• There is also a missed opportunity to geo-target posts, which should be selectively used to reach influential
secondary markets in native languages. (Benefit can also be derived for posts developed for regional
differences and localization such as recommended persona affinity posts.)

Instagram
• Essentially consuming two-thirds of the Phase 1 budget (when apportioned paid influencer costs have been
added), Instagram remains somewhat an anomaly. There is a lot of upside potential due to its growing
popularity, which can be developed over time with more experimentation.
• Unfortunately, although at the moment an Instagram Influencer program may be fashionable, it may be
more ‘all sizzle and no steak’ and be eye candy for both Brand, marketing managers and influencer mass
followers alike – than actually delivering real business influence and value at Louis XIII’s luxury status level.
• The key concern is whether Celebrity Instagram (Paid) Influencers can truly reach desired Louis XIII’s
pre-qualified audiences.
• Certainly the number of engagements were high across the celebrity mix in Phase 1 of the campaign with a
respectable cost per engagement.

Instagram (continued)
• But those engagements came at a premium overall cost, and where the majority of people likely reached
were not pre-qualified based on income requirements.
• While it’s important to recognize that having Celebrities in attendance at key events raises the profiles of
the events, upon closer scrutiny of each celebrity’s Instagram profile, what we can find is that each
influencer quite often and frequently shills products for money. And this tends to be a major problem with
paid engagements.
• The micro-moments influencers create among their Instagram followers are not long lasting (brief blips on
a consumer’s radar if seen at all), and consequently post vanity ‘likes’ do not really make a measureable
business difference unlike real Brand Ambassadors who are invested in the Brand.
• A better approach to current Instagram execution may simply be to continue building Louis XIII’s own
Instagram profile, attract new followers who have a genuine interest in the Brand through owned content,
as well as organic and paid growth support, and leverage Instagram as an extension to Facebook
advertising for greater reach.

Instagram (continued)
• The smart money would double down on Facebook, while using the current campaign and the balance of
2016 as an opportunity to continue to experiment with Instagram on a limited budget basis for greater
understanding and use for future marketing efforts.
• If Louis XIII is committed to an Instagram Influencer program, it would be best advised to weigh budget
costs of the paid influencer engagement against three potential benefit levels: 1) the benefit of influencer
event attendance for greater event appeal, 2) the influencer’s Instagram follower income demographics
(now available thru third-party tools and which should be readily supplied by any reputable influencer), and
3) the benefit of briefly reaching influencer followers.
• Relative to Twitter as part of any active Instagram Influencer engagement, historic performance in Phase 1
of the Campaign reveals tweets significantly underperformed in engagements and impressions were highly
over estimated. This aligns to Twitter in general. It would be advised that in the future, tweets be removed
as part of any influencer agreement unless the influencer graciously agrees to tweet as an added incentive
to close the engagement deal with Louis XIII.

Twitter
• As a high-end Luxury brand of Louis XIII’s status, Twitter will always be subservient to other select social
media channels. It’s simply the nature of the channel and how users use it.
• The cost per engagement will always be high and reach for any single tweet considerably marginalized (no
matter how large the follower base) based on how long a tweet ‘lives’. Further compounded by Twitter’s
own tweaking of how tweets will be prioritized and served in a user’s home newsfeed.
• The best use of Twitter is simply as an extended publishing platform and another touchpoint in the Luxury
consumer’s decision journey to keep the Brand top-of-mind.
• What’s required is emphasis on a consistent and frequent publishing initiative using re-purposed content
from other channels (with organic and occasional paid growth support) over any innate desire to garner
mass engagements.

Twitter (continued)
• Side benefits may include using Twitter as a linking strategy to other Brand destinations and content, while
reinforcing SEO at some levels.
• Twitter remains to be a ‘must-have’ social media channel, but it should be used with a clear understanding
of it’s realistic role and potential and that of actual influence for supporting Brand initiatives.

YouTube
• It should be acknowledged small media spends for video promotion will not sustain new visits and views
upon completion of the media buy.
• Therefore, the goal for paid media support on YouTube should be to build video views over short periods
of time in support of a particular campaign.
• Cost per engagement efficiencies do exist and as proven in Phase 1 of the campaign.
• The primary optimization consideration is to make sure the Channel and videos are optimized for SEO
with a clean playlist structure so that benefits can be realized from organic video discovery.
• Further, where possible, video production techniques should start to produce versions of YouTube videos
with specific ‘linkable’ calls to action to drive traffic back to other Brand destinations once a video is
viewed in its entirety.

Search Engine Marketing
• The consideration for Search marketing is primarily with keyword selection. Acknowledging that Search
is one of the key touchpoints in a Luxury Consumer’s Decision Journey, it is imperative keyword research
be continuously conducted, including long-tail and competitive research.
• Search may not be the ‘glamorous’ part of any campaign, but it serves a core and primary purpose and
builds discoverability for not only the campaign in itself, but also for driving traffic to the Brand website.
• Organic SEO is equally important to ensure all digital destination Brand assets (websites and social) are
optimized for setup and technical issues, on-page optimization, and link building. This also includes
Website UX – discoverability, the user experience, load times, link integrity, navigation, and regional
websites.

Display & Native Advertising (considerations under review)
GQ Magazine Esquire Vanity Fair elite traveler Upscale Living
• Median Age – 36
• Male/Female Ratio –
72/28
• Avg. HHI - $84K
• Rich media,
billboards, site skins,
homepage takeovers,
email
65/35
• Avg. HHI - $84K
• Rich media, native ad,
homepage takeovers,
email
48/52
• Avg. HHI - $96K
• Rich media, native ad,
homepage takeovers,
email
60/40
• Avg. HHI - $2.3MM
• Custom microsite,
ROS banners,
billboards, site skins
43/57
• Avg. HHI - $350K
• Native ad, ROS
banners, billboards
AFAR Conde Nast Traveler Robb Report Dujour Departures
47/53
• Avg. HHI - $315K
• ROS banners, native
ad
• Median Age – ?
44/56
• Avg. HHI - $108K
• Rich media, ROS
banners, Billboards,
site skins
78/22
• Avg. HHI - $375K
• Rich media, ROS
banners, interstitials,
email
46/54
• Avg. HHI - $210K
• ROS banners,
interstitials, city guide
53/47
• Avg. HHI - $741K
• Native ad, ROS
banners, billboards
Martini media Fortune Facebook Instagram Twitter
49/51
• Avg. HHI - $250K
• ROS banners
66/34
• Avg. HHI - $162K
• ROS banners
• Promoted Posts
• Video Posts
• Carousel Ads
• Photo Ads
• Video Ads
• Carousel Ads
• Promoted Tweets w/
Images
• Promoted Tweets w/
video
• Media planning requires specialty expertise and careful
consideration. However, upon initial review of the
proposed media buy, we can immediately see outlet
options which do not align to pre-qualified target
audiences.
• What will be important within the active media
placements is the understanding, it’s not a buy once and
forget scenario.
• Continuous measurement cycles will be required
throughout the Ad Run to ensure an optimum mix of
outlets is realizing maximum benefit.
• Emakina has media planning specialists and experts, and
we would be happy to take on the media planning,
buying and management role where appropriate for each
identified geography.

As a last exercise for reviewing channel optimization, we reflected on what a
more robust digital presence would look like. From this review, there is an
opportunity to manage expansion (over time) to create even greater
influence from within Louis XIII’s own digital ecosystem.
Facebook
Facebook
YouTube
Instagram
Twitter
Tumblr
Louis XIII
Social Media
Profiles
Louis XIII
E-Newsletters
CRM
Rémy Martin
Corporate Brand
Website
Louis XIII
Multi-Lingual
Brand Websites
Louis XIII
Society Club
Microsite
Louis XIII
Brand Website
+ Website Marketing
+ Search Marketing
+ Digital Advertising
+ Social Media Marketing
+ Campaign Marketing
+ Influencer Marketing
+ Real-World Integration
+ Experiential (Content) Marketing
+ Email Marketing
+ Mobile & SMS Marketing
+ Messaging & App Marketing
Expanded Initiatives and Touchpoint Influence
A seamless, omnichannel and
digitally integrated presence can
be built to play to Luxury
Consumer expectations and
needs.

BUDGET OPTIMIZATION
For purposes of this review, we have elected to stay within actual supplied
budget numbers due to the many unknowns as to how Louis XIII develops
and assigns their marketing dollars, and whether there are hidden reserves
for special needs and projects.
From this basis we have aligned what information has been made available for Paid
Media and aligned past performance and placed valued judgements to recommend
proposed budget allocations.
Of course there are additional expenses for any creative, content development, and campaign and community
management, as well as assorted agency fees that do not show up in this budget analysis – which must be
taken into final consideration for how budgets may be allocated.

BUDGET OPTIMIZATION
Outlet Phase 1 (USA) Budget Percentage Phase 2 (USA) Budget Percentage Recommended Budget
Recommended
Percentage
Display & Native -- -- $105,000 65.0% $95,000 58.5%
Paid Search $2,937 1.0% $2,000 1.1% $10,000 6.3%
Facebook $35,515 13.0% $9,200 5.7% $30,000 18.5%
Instagram $2,986 1.0% $800 0.5% $1,000 0.6%
Twitter $38,515 14.0% $10,000 6.2% $1,000 0.6%
YouTube $23,200 8.5% -- -- -- --
Influencers $171,500 62.5% $35,000 21.5% $25,000 15.5%
Totals $274,749 100.0% $162,000 100.0% $162,000 100.0%
Phase 2 Social apportioned and estimated based on same percentages used as in Phase 1

Measurement Plan
Greater Reach > Greater Engagements > Greater Awareness > Greater Web Traffic > Greater Conversions

MEASUREMENT PLAN
Social Media Goals
AWARENESS – COMMUNITY – EXPERIENCE - INFLUENCE - CONVERSIONS
KPIs & Tactics
Increase Awareness (Owned, Earned & Paid Media) Social Engagements (CX) Assisted Conversions Assisted Conversions
Audience Targeted Profiling Content & Campaigns New Email & Club Signups Website Landing Page Traffic
Metrics &
Targets
Metric
Organic
Reach
Impressions
Frequency
Engagements
CPE
Targets
TBD
based on past
benchmarks
Metric
Paid
Reach
Impressions
Frequency
Engagements
CPE
Targets
TBD
based on past
benchmarks
Metric
Total
Reach
Impressions
Frequency
Engagements
CPE
Targets
TBD
based on past
benchmarks
Metric
Social
Interactions
Likes
Comments
Shares
Clicks
Video Views
Fan & Follower
Growth
Targets
TBD
based on past benchmarks
Metric
Engagement
Rate
MoM Unique
Reach
Targets
TBD
based on past
benchmarks
Metric
Landing Page Traffic
Completed Conversions
Traffic Source
Targets
TBD based
on past benchmarks
Metric
Assisted and Direct
Web Traffic
Visits
Page Views
Duration
Traffic Source
Targets
TBD based
on past benchmarks
Segments
Paid Media Facebook Instagram Twitter YouTube
United States United Kingdom Optional Secondary Markets
English Optional Secondary Languages
Upwardly Mobile Socialites Established Sophisticates The Connoisseur – Over 55s
Desktop Mobile Desktop & Mobile

[Planned Auction]

CAMPAIGN CONSIDERATIONS
• What: Three ultimate masterpieces featuring a rare blend of Louis XIII, designed by Hermés, Puiforcat and Saint-Louis will
be sold at auction by Sotheby’s.
• Pays tribute to the heritage of adventure and discovery and the iconic journeys inspired by the first shipments of Louis XIII
in the late 1870’s. Each masterpiece inspired by the continent destined for auction with an added bonus: a unique work of
art in itself – a beautiful book chronicling France’s King Louis XIII’s global mythical journeys dating back to the 16th century.
• Auction dates: New York (Sep. 2016), Hong Kong (Oct. 2016), and London (Nov. 2016).
• Key Notable Campaign Elements:
 Auction prices expected to start at +100,000 Euros
 Eco-friendly brand highlight tie-in for pledging to re-plant 115,000 oak trees in France
 Film Foundation support pledge to protect cultural treasures in film with Martin Scorsese
 (9) artistic short- and long-form (each) promotional movies + (2) 120 sec. videos
 Assortment of 10 animated gifs produced from videos will emphasize craftsmanship and the different collaborations
>> 65 assorted images

• Communications Objectives: 1) reinforce icon of luxury status, 2) build storyline around King Louis’ mythical journeys, 3)
create brand awareness and desirability, 4) stimulate interest at auction
• Target Audience: wider, younger audience (male + female, affluent, younger 25+/35+) – fashion, design, lifestyle interests
• Digital Channels: website and landing page, Facebook, Instagram, Twitter, YouTube and Tumblr (new)
• Of special note: Tumblr center of digital communication strategy with a special focus on the journey of the trunk around
the world
• Paid media support – all channels plus display and native
 (FB – 15K USA; 5K UK)
 (Instagram – 6K USA; 3K UK)
 (Twitter – 6K USA; 3K UK)
 (Tumblr – 30K USA; 10K UK)

• (5) Planned Facebook Posts
-Announcement of the trunk arrival in the country
-Announcement of the trunk departure and next stop
-Announcement of auctions (+ information about TFF).
-Announcement of the amount of funds raised in benefit of The Film Foundation.
-Promote of Tumblr
• (2) Planned Instagram Posts
-Invitation to discover the story on Tumblr
-Reminder at the end of the journey before the auction ceremony
• (5) Planned Tweet Posts
-Announcement of the journey / road show
-Announcement arrival in New-York
-Announcement arrival in London
-Announcement arrival in Singapore
-Announcement of the auction ceremony

Initial Observations & Recommendations
• The foremost obvious question – why Tumblr? Without a back story on the rationale,
it seems quite out of place.
• Tumblr skews to the younger, less affluent social media user with a niche user base
and reserving the majority of the budget for the channel seems undue risky –
especially for an untested, first-time channel use for the Brand.
• Tumblr targeting just seems askew to actual business influence and impact, especially
for garnering key awareness for highly priced auction items.
• Facebook has already proven itself as an efficient and effective channel from early
performance for the ‘100 Years’ campaign. It does receive 38% of the overall budget
-- which is good with Twitter and Instagram scaled back to more in line with our
earlier observations revealed and with our resulting recommendations.

• The visual imagery of the campaign is wonderful and can be easily integrated into our recommendations
for expanded and sustaining serial post storylines in support of promoting the videos and views.
• The varied storylines are also a nice complement to our other recommended creative story concepts, and
ties in nicely for building a content platform which can be sustained with frequency and variety of
publishing throughout 2016.
• As for targeting in general, our previous recommendations for personas hold true with the caveat that
the younger upwardly mobile socialite persona would not be a suitable target based on the required
accumulated wealth for an auction winner. Therefore, in our view targeting should scale to the older
persona profile type and not the younger (which is completely counter to the planned targeting for the
campaign).

• Which brings us back to why Tumblr? Ideally, social channel emphasis would be placed on Facebook
with some added support for YouTube video promotion views which is conspicuously absent in the mix
even though the ‘100 Years’ Campaign results show that it’s the second most efficient and highly
targeted pre-qualified channel in Louis XIII’s digital footprint.
• Tumblr can certainly be tested, but it just wouldn’t be our first choice to anchor a campaign.
• As for content and posts planned (organic and promoted), the publishing schedule seems light and
there’s a missed opportunity to develop a more visual story aside from ‘trunk’ journey pictures.
• In support of the videos, background stories on Hermés, Puiforcat and Saint-Louis can be highly visual to
highlight their involvement and be further targeted to their brand-interest audiences for expanded reach
and awareness with a high degree of appeal.

• Tribute to the heritage of adventure and discovery and the iconic journeys inspired by the first shipments
of Louis XIII in the late 1870’s is another interesting and brand value story that could be developed.
• Leveraging imagery of the chronicling France’s King Louis XIII’s global mythical journeys from the book to
be included at auction is another wonderful story to tell.
• And then there are stories surrounding Louis XIII being a good corporate global citizen with eco-friendly
and film conservation efforts (which plays extremely well with affinities for the millennial mindset).
• In closing, all the recommended storylines is fodder for bloggers and media / press outreach. Defining
and shaping these storylines will go a long way in securing earned media coverage.

LouisXIII Campaign Audit

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