Building Brand Advocacy - LVMH, ELEMIS & Maesa: How Beauty Superfans Supercharge Social Commerce

May 23 2024 33 mins

Every brand has superfans; better known as your best Brand Advocates. They come in all sizes of influence – macro, micro, and nano – and often in the shape of your everyday customers.

If you’re not yet tapping into them to drive Social Commerce, especially in beauty, you risk falling behind the industry curve.

Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, at this dynamic intersection of influencer marketing, commerce, and community. They’re joined by marketing experts, Haley Schluter (Head of Consumer Engagement @ LVMH Perfumes & Cosmetics), Hannah Sheahan (Head of Social Content @ ELEMIS), and Bri Kennedy (Director of Integrated Marketing @ Maesa).

Together, they dive into the insider strategies and obstacles of maintaining an engaged community; and how to compliment this work with creator & Advocate partnerships that increase reach, revenue, and the depth of meaningful relationships.

Tune in to learn the tactics behind…

Navigating Brand Community & Advocacy Aesthetics: Influencer-founded brands can significantly enhance brand community building; however, it's not essential for every brand to have an influencer founder. Growth can be catapulted, with or without a popular face behind a brand. The real challenge lies in balancing luxury brand aesthetics with embracing Brand Advocacy, particularly when catering to wider markets and demographics than beauty’s heritage brands typically have.

Always-On Influencer & Organic Strategies: Organic and paid efforts should work hand-in-hand to build a credible, trustworthy, and – the word of the last years – authentic brand presence. With metrics like EMV (Earned Media Value) helping to measure overall success and win over reluctant CFOs, the earned freedom here allows the necessary resource to experiment with a wider variety of influencers and content styles; uncovering surprising and successful partnerships.

Test & Learning with Emerging Trends: Continuing this experimentation is crucial to uncover points of community connection. The social platforms have almost unlimited Social Commerce potential, but TikTok is emerging the most powerful; particularly with TikTok Shop’s keen impact on brand sales. Dig into more of the platform’s emerging trends across the US and UK, including lower funnel campaign placements and leveraging Live content to reach more consumers.

Listen. Learn. Nourish your brand's superfans to supercharge your Social Commerce.