1、A Report by Launchmetrics Actionable Data and Insights for Black Friday,Cyber Monday and BeyondHoliday Marketing 2024 IntroductionLast year,Black Friday sales rose by 9%to$16.4 billion in the US alone.Meanwhile,Cyber Monday hit$12 billion in sales,marking a 6.1%year-over-year increase.Black Friday a

2、nd Cyber Monday(BFCM)have long been recognized in the U.S.as the kick-off moment to the holiday shopping seasonbut its no longer a US-only phenomenon.Retailers and brands across the globe have jumped on the pivotal commercial opportunity,meaning that international Black Friday sales have grown by 8%

3、to$70.9 billion in the past year.Generating a high sales volume has long been the main focus for brands and retailers during this peak shopping season,but its also a pivotal opportunity for long-term brand performance by enhancing relationships with customersespecially for big players in the Fashion

4、,Lifestyle and Beauty(FLB)industry.In FLB alone,brands generated an impressive total of$1.45B in Media Impact Value(MIV)through marketing and PR efforts for BFCM and Holiday last yearand so,its no surprise that major investments continue to be made to capture and convert audiences.Despite this,many

5、professionals still wonder.Holiday Marketing 2024$16.4 billionU.S.2023In Black Friday Sales$12 billionIn Cyber Monday Sales8%International Black Friday sales growthGlobal 2023$1.45 billionMIV generated by FLB brands during BFCM and Holiday“Are my marketing dollars being well spent?”“Am I executing t

6、he right strategy for my brand?”To answer these questions,weve surveyed hundreds of professionals across the FLB sector and analyzed past global campaign data to equip marketing and PR leaders with essential insights.This report aims to help teams not only gear up for the most anticipated shopping s

7、eason of the year but to also shed light on how to measure ROI and make the most of marketing investments.Dive into the following pages and learn what brands have in store for BFCM and Holiday,including campaign objectives,channels,Voices,tactics and budget allocations.Learn from various success sto

8、riesacross sportswear,beauty,multi-category retail and mass-market fashionto draw inspiration from strategies that brought real results for brands before.And finally,gain deeper knowledge on how to analyze and measure the ROI of your campaigns so you can refine your strategies and fuel brand perform

9、ance in 2025 and beyond.INDEXHoliday Marketing 2024 1.Q4 Plans Unveileda.Black Friday&Cyber Monday(BFCM)b.Holiday Seasonc.Measuring Success2.Learning From Previous Winsa.A Glance at BFCM and Holiday 2023b.Kohlsc.Gymsharkd.Pretty Little Thinge.Puma3.Key Takeaways4.About LaunchmetricsHow FLB Experts A

10、re Strategizing for BFCM and Holiday SuccessQ4 Plans UnveiledHoliday Marketing 2024 Holiday Marketing 2024 Who Participated?A Snapshot of Our Survey RespondentsAs the busiest shopping season nears,professionals across Fashion,Lifestyle and Beauty(FLB)have set their strategies for Black Friday,Cyber

11、Monday and Holiday.To gain insight into whats in store,weve surveyed hundreds of professionals across all regions to capture key insights,reveal campaign objectives and understand what budget allocations,Voices and channels will be leveraged to maximize impact this year.Fashion&ApparelBeauty&Cosmeti

12、csRetailJewelry&WatchesFootwear&AccessoriesDesign&FurnitureSportswear&Outdoor58%11%9.2%7.4%7%5%3.4%What industry does your company operate in?63.6%of participants in the survey were either manager level or higher,with 58%of the total respondents coming from the fashion and apparel sectorclosely foll

13、owed by beauty and cosmetics and retail.Over 50%of respondents work for companies with more than 200 employees.What is your area of expertise or the department you work in?44%31.2%9.3%7.1%8.6%MarketingPR&CommunicationOtherE-CommerceGeneral BusinessHoliday Marketing 2024 LevelResponsesTeam member105M

14、anager97Director64C-level39Founder/Owner6Trainee/Intern12Other1What is your seniority level?Team memberManagerDirectorC-levelFounder/OwnerTrainee/InternOther1251007550250As far as the regions of responsibility,48%of respondents manage business for the Americas while 31.6%oversee EMEA and 10.7%are ac

15、countable for APAC.However,37%of participants affirmed that they have a global scope,overseeing all regions.What industry does your company operate in?Who Participated?A snapshot of our survey respondentsThe Americas36.9%of participantsaffirmed that they have a global scope37%of participantsaffirmed

16、 that they have a global scope50%40%30%20%10%0%48%37%32%11%All RegionsEMEAAPAC63.6%of participantswere manager level or higherHoliday Marketing 2024 Who Are They Targeting?Analyzing survey respondents audiencesAs the holiday season nears,brands are concentrating their marketing efforts on Millennial

17、s,with 82.4%of respondents targeting this key demographic.Gen Z follows,capturing 43.4%of brands attention,reflecting their growing influence in the FLB landscape.Despite this significant number,Millennials remain the primary focus.Gen X,known for their practical shopping habits,makes up 30.7%of the

18、 target,while Boomers,at 8.6%,still maintain a presence in holiday marketing strategies.What age group best describes your target consumers?(Check all that apply)82.4%of respondents are targeting Millennials43.4%of respondents are targeting Gen ZMillennialsGeneration ZGen XBoomers10-2728-4344-5960-6

19、982%43%31%9%How FLB Experts Are Shaping Their BFCM CampaignsBlack Friday&Cyber MondayHoliday Marketing 2024 Holiday Marketing 2024 Black Friday&Cyber MondayBrand Participation A notable 84.2%of brands surveyed are gearing up for Black Friday campaigns this year,with 70.1%also preparing for Cyber Mon

20、day.This widespread participation highlights the significance of these moments for brands,especially as consumers eagerly anticipate these sales.Brands that seize the BFCM opportunity can capitalize on heightened consumer attention and create lasting impressions that extend beyond a single purchase.

21、However,while many brands are all in for BFCM,others opt for a different approach.Some prefer to channel their efforts into broader holiday campaigns or adhere to brand values that dont emphasize deep discounts.84.2%of participants are planning on running Black Friday campaigns this year 70.1%of par

22、ticipants are planning on running Cyber Monday campaigns this year If you are not running Black Friday or Cyber Monday campaigns,why has your company decided against them?We prefer to focus on our holiday campaignIt goes against our ethos and/or our brand imageWe dont need tothe products sell themse

23、lves this time of yearWe dont have enough budget this yearWe havent seen enough ROI in the pastWeve never done it before,why start now?Its not a key sales moment in our regionOther 0%10%20%30%Black FridayCyber MondayHoliday Marketing 2024 Black Friday&Cyber MondayBudget AllocationAs Black Friday and

24、 Cyber Monday(BFCM)draw near,professionals have set aside significant portions of their marketing and PR budgets to maximize sales and amplify their brands.Over 41%of respondents are planning on dedicating more than 25%of their budgets to Black Friday,while 42.7%are dedicating similar portions to Cy

25、ber Monday.The high percentages of budget allocations call for an even greater need to justify spend,especially when objectives expand beyond sales.How do you make the most of your BFCM budget spend?When a significant portion of the budget is being spent on maximizing a single shopping moment,its cr

26、ucial to measure ROI with metrics that go beyond sales.See Measuring Success for key insights on how to best track your efforts this Q4.40%30%20%10%0%0%-10%11%-25%26%-40%41%-55%56%-70%+71%What percentage of your 2024 marketing budget is dedicated to Black Friday and to Cyber Monday?Black FridayCyber

27、 MondayHoliday Marketing 2024 Black Friday&Cyber MondayThe Channels Being Leveraged A unified strategy across channels is vital for achieving impactful results.By effectively integrating print,online and social media,brands can craft a compelling narrative that resonates with consumers at various to

28、uchpoints.Why cross-channel strategies are even more crucial during BFCM.By harmonizing a campaign across various touchpoints,brands and retailers can create a more significant impact,stand out from competitors,and foster a cohesive customer journey that reinforces their message and drives conversio

29、ns.While print media may not be as prominent as online and social media in the strategies of our survey participants,it remains a crucial component of a holistic shopping journey,thanks to its ability to create lasting impressions in consumers minds.100%75%50%25%0%Black FridayCyber MondayParticipant

30、s have reported plans to leverage online media at 80.1%for Black Friday and 73.7%for Cyber Monday,while social media follows closely with 76.1%and 73.1%respectively.Print media continues to hold significance,capturing 27.9%and 28.7%of their overall strategy.Online MediaSocial MediaPrint Media“Its no

31、t just about short-term sales but creating lasting brand equity”The Holiday season,especially around Black Friday and Cyber Monday,acts as a catalyst for year-round performance.During this period,consumers are inundated with offers and so standing out is crucial.Connecting with consumers on a deeper

32、 level at a time where they have so many options is no easy feat.On TikTok,brands have the opportunity to play,showcasing their products in entertaining and visually captivating ways while building new authentic relationships with their consumer base and engaging with new communities.Holiday Marketi

33、ng 2024 By employing rich and entertaining storytelling,collaborating with unique partners and creators,tapping into platform trends and delivering real value to the consumer via their content,brands can enhance their discoverability and build favorability.Its not just about driving short-term sales

34、 but creating lasting brand equity at a time of year where consumers naturally have high levels of intent.Brand Partnerships,Luxury Natasha Ingham How FLB Experts Are Shaping Their Holiday CampaignsHoliday SeasonHoliday Marketing 2024 LifestyleTOP VOICES VS.LAST YEARHoliday Marketing 2024 Holiday Se

35、asonBudget AllocationIn increasingly saturated FLB markets,brands must bet big on their Holiday campaigns to break through the noise.Thats why,according to our survey,43%of marketers plan to allocate over 25%of their marketing budgets to Holiday campaigns.Additionally,nearly 20%of companies are set

36、to spend between$100,000 and$500,000 on these initiatives,showing just how high the stakes are.These numbers show the need for a strategic approach thats backed by data to ensure budgets are allocated efficiently in a highly competitive season.84.2%of participants more than 25%of their marketing bud

37、gets on their holiday campaigns.will spend What percentage of your marketing budget is dedicated to the Holiday campaign(excluding Black Friday and Cyber Monday)?What is your approximate marketing budget(in USD)for your Holiday campaign(excluding Black Friday and Cyber Monday)?21.3%20.9%2.5%8.2%12.7

38、%33.6%0.8%26%-40%Less than 10%0%56%-70%41%-55%11%-25%+71%Percentage of yearly budget$100K-$500K$30K-$50K Less than$10K$75K-$100K$1M-$3M$500K-$1M$50K-$75K$10K-$30K 13.9%18.4%13.9%13.5%12.3%12%4.1%3.7%20%40%70%50%60%30%Holiday Marketing 2024 As the data shows,67.2%of brands are boosting sales in estab

39、lished markets while 50.8%are taking advantage of the moment to enter and/or expand into new ones.Brands also see this time as an opportunity to widen reach and recognition,with nearly half aiming to build awareness in both familiar and untapped regions.Boosting Sales and Building Awareness are the

40、two most important objectives for Holiday Campaigns.What is the main objective of your holiday campaign this year(please select all that apply)?Boost sales in already well-established marketsBoost sales in new marketsBuild awareness in already well-established marketsBuild awareness in new marketsAt

41、tract younger shoppersGrow brand loyaltyThe key to balancing sales and awareness objectives within a campaign Integrating these objectives enhances overall campaign performance and can drive long-term growth for brandsawareness can fuel interest and engagement,which,in turn,leads to conversions and

42、stronger customer loyalty.A dual focus ensures marketing efforts have both depth and versatility,but achieving success requires a thought-through,Voice-centric approach.See The Voices Being Leveraged on the following pages.What is the Main Objective of Your Holiday Campaign This Year(Please Select a

43、ll That Apply)?Holiday SeasonBudget AllocationIts about creating lasting impressions that go beyond the seasonleveraging this heightened engagement to solidify their presence and capture attention from their desired audiences.By tapping into this,brands can turn a holiday campaign into a long-term s

44、trategy,building loyalty and ensuring they stand out year-round.10%“In 2023,Shopify merchants reached a record of$9.3 billion in sales over Black Friday-Cyber Monday(BFCM)weekend a 24%increase from the previous year.”Managing Director,EMEAThe past few years have proven that change is the only consta

45、nt in commerce.As we head into the biggest shopping moments of the year,there are many unknowns in this economic landscape.But,despite current realities,there are still bright spots.Black Friday Cyber Monday is still one of the most anticipated events of the year;and it allows us to celebrate and re

46、cognize the power of retail on the global stage.Deann EvansHoliday Marketing 2024 In 2023,Shopify merchants reached a record of$9.3 billion in sales over Black Friday-Cyber Monday(BFCM)weekend a 24%increase from the previous year.Brands spend all year building relationships with their customers and

47、earning brand trust and the BFCM weekend itself is a testament to how they consistently deliver experiences and products that global consumers are looking for.A Voice-centric approach is essential because consumers engage with multiple touchpoints and channels throughout their buying journey;from me

48、dia publications to influencer endorsements and a brands own social media.Each of these interactions shapes perceptions and drives conversions in different ways.By understanding the different VoicesMedia,Celebrities,Influencers,Partners and Owned Mediabrands can strategically allocate their marketin

49、g resources to maximize impact.This approach provides a clear view of which Voices contribute the most to brand value,allowing for better optimization and alignment across all channels to create a more cohesive and effective marketing strategy.Holiday Marketing 2024 Brand performance throughout the

50、holiday season relies on identifying the Voices that drive the biggest impact.Media and influencers consistently lead the charge,with influencers particularly standing out for their direct connection with audiences.While media and influencers remain the top choices,the varying emphasis on different

51、Voices shows how brands are strategically executing holistic strategies to achieve different goals.Please rank in order of importance(according to monetary investments)the Voices that you will leverage for the Holiday Campaign:50%of brands are placing influencers at the forefront of their strategies

52、,choosing them as the“Most Important”or“Very Important”Voice in their approach.Over 50%of brands are placing influencers the forefront of their strategies,choosing them as the“Most Important”or“Very Important”Voice in their approach.OverA Voice-centric approach is essential because consumers engage

53、with multiple touchpoints and channels throughout their buying journey,from media publications to influencer endorsements and a brands own social media.Each of these interactions shapes perceptions and drives conversions.By understanding the different VoicesMedia,Celebrities,Influencers,Partners and

54、 Owned Mediabrands can strategically allocate their marketing resources to maximize impact.This approach provides a clear view of which Voices contribute the most to brand value,allowing for better optimization and alignment across all channels,ultimately leading to a more cohesive and effective mar

55、keting strategy.Why a Voice-Centric Approach Matters Please rank in order of importance(according to monetary investments)the Voices that you will leverage for the Holiday Campaign:0%25%50%75%100%InfluencersCelebritiesMediaOwned MediaPartnersMost ImportantVery ImportantModeratelyImportantSlightly Im

56、portantLeast ImportantHoliday SeasonThe Voices Being LeveragedHoliday Marketing 2024 Influencers are set to drive holiday campaigns this season,with brands strategically allocating resources to leverage their reach and engagement.Mid-tier influencers(100K-500K followers)are the top choice,with nearl

57、y 70%of brands relying on their authentic connections to engaged communities.Micro influencers(10K-100K followers)follow closely,favored by 56.4%of brands for their ability to build trust and foster deeper relationships with audiences.Interestingly,All-Star Influencers now represent the smallest seg

58、ment of the influencer strategy.This highlights a shift away from the aspirational,prioritizing more relatable Voices.70%of brands will leverage Mid-Tier Influencers(100K-500K followers).Almost Micro and Mid-Tier Influencers excel at engaging niche,highly-targeted audiences with authenticity,while M

59、ega and All-Star influencers can drive mass awareness and rapid reach.Brands can maximize impact by selecting influencers whose audience size and content style match their goals,whether its increasing engagement,building trust or amplifying visibility.By combining different influencer tiers,brands c

60、reate a more diverse,effective strategy that reaches both niche communities and broader markets.Want to know more about how you can measure the impact of the different Influencer Tiers from your campaigns?Check out Launchmetrics Insights.How to Leverage Influencer TiersBrands are focusing on authent

61、icity as they aim to boost sales(75.8%)and increase brand awareness(67.3%).What tier of influencers do you plan on working with?Please select all that apply.What objectives are you aiming to achieve with your influencer collaboration(s)?Please select all that apply.What tier of influencers do you pl

62、an on working with?Please select all that apply.What objectives are you aiming to achieve with your influencer collaboration(s)?Please select all that apply.70%Mid-Tier Influencers:100K-500K followers56.4%Micro Influencers:10K-100K followers47%Mega Influencers:500K-2.5M followers23.3%All-Star Influe

63、ncers:More than 2.5M followers75%Increase sales67%Grow brand awareness66%Increase engagement55%Target new audiences50%Build our followingHoliday SeasonThe Influencer VoiceHoliday Marketing 2024 Holiday SeasonThe Celebrity VoiceCelebrity partnerships offer awareness impact that complements influencer

64、 strategies.While influencers excel at engaging niche audiences,celebrities potentially have a broader reach.70%of celebrity collaborations will be focused on increasing engagement.NearlyBy tapping into the unmatched ability of celebrities to connect with wider audiences and deliver emotional storyt

65、elling,brands can merge entertainment with marketing,improving authenticity and engagement in their campaigns.This approach provides both mass exposure and a deeper connection with audiences.Why Celebrities?What objectives are you aiming to achieve with your celebrity collaboration(s)?Please select

66、all that apply.70%Increase engagement63%Increase sales62%Grow brand awareness53%Target new audiences47%Build our followingFLB brands are collaborating with celebrities for their Holiday campaigns with the aim of covering several objectivesto enhance engagement(69.6%),boost sales(62.7%)and grow aware

67、ness(61.8%).How FLB Pros Will Evaluate BFCM and Holiday CampaignsMeasuring SuccessHoliday Marketing 2024 Holiday Marketing 2024 Measuring SuccessKPIs and Metrics As brands prepare for their upcoming campaigns,one thing is clear;engagement has taken center stage.With 65.2%of respondents prioritizing

68、engagement rate,its evident that connecting with communities and sparking real interaction is the main focus.Its no longer just about being seenits about building genuine relationships that resonate.Equally noteworthy is the growing adoption of Media Impact Value(MIV),with 42.2%of respondents planni

69、ng to integrate it into their measurement strategy.See below to understand why.50%of professionals will rely on fragmented metrics,yet 42%will measure campaigns holistically with MIV.OverWhat metrics will you use to measure the effectiveness of your campaigns?Please select all that apply.MIV is a co

70、mprehensive metric for brands aiming to benchmark performance across all channels and Voices,from influencers to owned media.It has gained prominence in the FLB industry as it bridges gaps in measuring different channels,overcoming the limitations of metrics like engagement that vary by platform alg

71、orithms.MIV provides a unified view of a campaigns impact,ensuring every touchpointregardless of the platform or Voiceis captured,offering a more accurate and holistic understanding of a brands overall influence.Why MIV?54%51%Web traffic metrics(sessions,users,etc.)Click Through Rate Media Impact Va

72、lue(MIV)Conversion Rate and/or#of Conversions#of Leads and/or Cost per Lead(CPL)EMVImpressions and/or ReachEngagement Rate and/or Interactions65%51%42%40%26%21%Holiday Marketing 2024 As teams face increasing pressure to demonstrate the value of their marketing efforts,measuring Return on Investment(

73、ROI)has become essential.With 76.6%of respondents committed to measuring the ROI of their holiday campaigns,professionals are eager to justify budgets.However,nearly 46%of participants were unaware that one standard metric could benchmark performance across all channels.This knowledge gap complicate

74、s proving success when marketing efforts focus on more than just conversions.three quarters of respondents will measure the ROI of their Holiday campaigns.OverOver three fourths(76.6%)of respondents are committed to demonstrating their ROI,yet less than half(46%)are able to do so effectively due to

75、a lack of knowledge about the industry-standardized metric,MIV.Will you be measuring the Return on Investment(ROI)of your Holiday campaign efforts?Will you be measuring the Return on Investment(ROI)of your Holiday campaign efforts?Did you know that you can use one standard metric to benchmark perfor

76、mance across all Voices and Channels so you can accurately measure ROI?Did you know that you can use one standard metric to benchmark performance across all Voices and Channels so you can accurately measure ROI?YesNot sureNo77%18%5.3%Yes,Im awareNo,I wasnt aware54%46%Measuring SuccessMeasuring ROIHo

77、liday Marketing 2024 Not only are BFCM and other Holiday marketing activations paramount for brands and retailers looking to meet their Year End targets;theyre pivotal to cultivating consumer connection required for sustainable,long-term growth.With this in mind,it comes as no surprise that nearly 6

78、0%of participants already measure their campaigns with Media Impact Value(MIV),a metric that quantifies the ROI of marketing and PR efforts in a holistic way that goes far beyond sales(see more on this metric below).Of those not already leveraging MIV,12.3%plan to incorporate it specifically for the

79、ir holiday campaigns,signalling a growing awareness among the industry that measuring success requires a unified metric that covers all channels,Voices and regions.60%of professionals already leverage MIV to measure the ROI of their campaigns.AlmostDo you already measure the ROI of your campaigns wi

80、th the industry-standardized metric,Media Impact Value(MIV)?MIV allows brands to assign a monetary value to every post,interaction or article to measure its impact and identify contributions to Brand Performance across Voices,channels and regions.This single measurement standard lets you compare and

81、 understand which strategies create the most media impact across print,online and social by reflecting the audience perspective.At Launchmetrics,our methodology is built on more than 15 years of experience,working with and for Fashion,Lifestyle and Beauty(FLB)brands globally,including China.What is

82、MIV?Do you already measure the ROI of your campaigns with the industry-standardized metric,Media Impact Value(MIV)?YesNot sureNot yet,but we will for our Holiday Campaign59%28%12.3%Finely tuned with AI Machine Learning,the algorithm relies on both quantitative and qualitative attributes specific to

83、the FLB industries(including audience engagement,industry relevance,source authority,and content quality)to ensure overall accuracy and relevance when benchmarking in the growing competitive landscape.Measuring SuccessMeasuring ROIHoliday Marketing 2024 Measuring SuccessMeasurement ToolsOur survey r

84、esults show most teams are using tools to measure campaigns;whether reliant standard features,like those from social media and Google Analytics,or more specific platforms.A small group still isnt using any tools,but data is central to the strategy of many.The real shift is happening with AI.Nearly 4

85、4%are already using AI-powered reporting tools,although a significant share of participants isnt sure if their tools include AI yet.The reality is that AI-driven tools are becoming essential for driving functions critical to business success;from insight identification and reporting automation to th

86、e simplification of decision-making.For teams looking to streamline measurement and improve results,adopting these tools is the evident next step that many brands have already taken for furthering success.44%of participants will utilize AI and Machine Learning powered tools to measure success this H

87、oliday.NearlyWill you rely on any specific tools or platforms to help you assess performance and measure results across all campaign efforts?Are any of these reporting tools/platforms powered by Artificial Intelligence and Machine Learning?Will you rely on any specific tools or platforms to help you

88、 assess performance and measure results across all campaign efforts?Are any of these reporting tools/platforms powered by Artificial Intelligence and Machine Learning?53%Yes27%We have different tools for different channels15%We use standard reporting features on Social Media Channels and Google Anal

89、ytics6%No44%Yes38%Im not sure14%No4%I didnt know that campaign reporting tools leverage AI and MLAIAIs Role in Campaign MeasurementChief Technology Officer“AI platforms help brands measure performance better by providing data in real time,something traditional methods struggle with.With AI,brands ca

90、n track and analyze vast amounts of data across channels,giving them a clearer view of trends and opportunities.This leads to better decisions,improved benchmarks,and a deeper understanding of customer behavior,all of which help optimize strategy and increase ROI,especially during busy times like BF

91、CM and the holiday season.”Pau Montero ParsHoliday Marketing 2024 TOP VOICES VS.LAST YEARHow FLB Brands Secured BFCM and Holiday Success in 2023Learning From Previous WinsHoliday Marketing 2024$85MHoliday Marketing 2024 Do you already measure the ROI of your campaigns with the industry-standardized

92、metric,Media Impact Value(MIV)?Do you already measure the ROI of your campaigns with the industry-standardized metric,Media Impact Value(MIV)?A Glance at BFCM and Holiday 2023The overall MIV generated by brands during last years pivotal shopping season North America$644MEurope$512MSouth America$155M

93、Asia$85MOceania$31MAfrica$11MMiddle East$8.5MNorth America and Europe combined represent approximately 80%of total MIV generated across all regions during BFCM and Holiday 2023yet BFCM has become an increasingly popular shopping moment across the globe.The launch of local campaigns has proved pivota

94、l for international brands,especially in emerging markets(see Puma case study at the end of the report).$1.45B Media Impact Value(MIV)generated last year during BFCM and Holiday globally.MIV Garnered Per Region North America$644M$155M$512M$8.5M$31M$11MSouth AmericaEuropeMiddle EastAfricaAsiaOceaniac

95、ountrymiv_keplerUS$600MGB$186MES$127MBR$110MFR$61MDE$39MIT$35MIN$33MAU$30MCA$26M#blackfriday#sheinblackfriday#saveinstyle#pltpinkfriday#cybermonday#blackfriday#blackfridaysale#sheincybermonday#sale#blackfridaydeals#cybermonday#blackfridaylasephora#sephorablackfridaysale#jingleglammiesTop 10 Countrie

96、s Highest Ranking Hashtags by MIVUnited StatesUnited KingdomSpainBrazilFranceDenmarkItalyIndiaAustraliaCanada$600M$186M$127M$110M$61M$39M$35M$33M$30M$26M#blackfriday#sheinblackfriday#saveinstyle#pltpinkfriday#cybermonday#blackfriday#blackfridaysale#sheincybermonday#sale#blackfridaydeals#cybermonday#

97、blackfridaylasephora#sephorablackfridaysale#jingleglammies12345678910Kohls Black Friday campaign in 2023 demonstrated exceptional strategic planning and execution,designed to maximize brand visibility during the peak shopping season.By initiating early Black Friday sales and building momentum throug

98、hout November,Kohls achieved an impressive$3.75 million in MIV for the BFCM and Holiday.A deeper look at the Voice Mix reveals that the Media Voice was the dominant contributor,driving nearly 76%of the total MIV.Headlines highlighting Kohls early Black Friday deals played a crucial role in generatin

99、g buzzwhile Influencers(6.9%)and Celebrities(9.5%)amplified this message through approachable content that resonated strongly with Kohls target audience.RetailerMIVNordstrom$19MJohn Lewis$12.8MEl Corte Ingls$12.5MMarks&Spencer$3.9MKohls$3.75MSelfridges$2.8MMacys$1.3MPrintemps$1MDillards$262KGaleries

100、 Lafayette$232KTop Placements by MIV Voice Mix-Share of Value MIV Top Multi-Category Retailers During BFCM and Holiday 20232Kohls-WWOwned MediaTikTok$32.5K 1Today Show-MediaFacebook$30K 3Danielle Schaffer-InfluencerInstagram$28K$3.75MMIV generated during BFCM and Holiday 2023Holiday Marketing 2024 B

101、oosting Impact through Black Friday MomentumKohls also capitalized on its Owned Media Voice(5.8%),using user-generated content on its platforms to create excitement around its Black Friday promotions.The messaging centered around preparing for the gift-giving season,aligning well with consumer expec

102、tations.As a result of this well-executed,Voice-centric strategy,Kohls ranked among the top five multi-category international brands in our assessment.$3.75MMIV generated during BFCM and Holiday 2023NordstromJohn LewisEl Corte InglsMarks&SpencerKohlsSelfridgesMacysPrintempsDillardsGaleries Lafayette

103、$19M$12.8M$12.5M$3.9M$3.75M$2.8M$1.3M$1M$262K$232KMediaCelebrityOwned MediaInfluencerPartner75%10%7%6%2%MediaInfluencerPartnerCelebrityOwned Media75%6%2%10%7%Kohls-WWOwned Media$32.5K kohlsTiktokToday ShowMedia$30K todayshowFacebookDanielle SchafferInfluencer$28KcitygirlgonemomInstagramKohls Top Mul

104、ti-Category Retailers During BFCM and Holiday 2023Voice Mix-Share of Value MIV 12345678910Top Brands by MIVUnderstanding campaign success requires more than internal metrics;it involves a holistic view of competitor performance to identify gaps and improvement opportunities.While knowing your brands

105、 MIV ranking is important,analyzing brand efficiency ensures youre maximizing each activity,collaboration and placement to ensure the most brand impact possible.Kohls-WWOwned MediaTikTok$32.5K Today Show-MediaFacebook$30K 3Danielle Schaffer-InfluencerInstagram$28K Holiday Marketing 2024 Mastering Br

106、and Efficiency$11MMIV generated during BFCM and Holiday 2023NikeAdidasGymsharkLululemonNew BalanceHokaNorth FaceAlo YogaPumaUnder Armour$18M$16M$11M$10M$6M$4.6M$4.2M$2.9M$2.8K$2.78KGymshark Gymshark displayed impressive brand efficiency during their BFCM campaign last year,with the average MIV of ea

107、ch placement outperforming competitors significantly.While Nike led in overall MIV at$18M,Gymshark topped Average MIV per placement at$10.5K versus Nikes$2K.This was due mostly to how Gymshark leveraged the Influencer Voicewhich represents nearly 50%of the MIV garnered during BFCM and Holiday last y

108、ear.The results show its not just down to working with brand ambassadors;its how they leveraged the right tiers of influencers for the amplification of their Black Friday Sale(see next page).Top Brands by Average MIV per Placement GymsharkHokaLululemonAlo YogaNew BalanceAdidasNikeUnder ArmourPumaNor

109、th Face$10.5K$3.57K$3.52K$2.9K$2.5K$2.4K$2K$1.9K$1.89K$1.5KTop Brands by MIVTop Brands by Average MIV per Placement Nike$18MGymshark$10.5KAdidas$16MHoka$3.57KGymshark$11MLululemon$3.52KLululemon$10MAlo Yoga$2.9KNew Balance$6MNew Balance$2.5KHoka$4.6MAdidas$2.4KNorth Face$4.2MNike$2KAlo Yoga$2.9MUnde

110、r Armour$1.9KPuma$2.8MPuma$1.89KUnder Armour$2.78MNorth Face$1.5K$11MMIV generated during BFCM and Holiday 2023$2M$4M$6M$oMInfluencerMediaOwned MediaCelebrity$5.3M$2.7M$188K$2.9MVoice Mix-Share of Value MIV 1234567891012345678910When taking a closer look at Gymsharks Influencer Voice strategy,we can

111、 see a strong focus on content creators based in the US and UK markets,with mostly All-Star and Mega level followings.Half of the top 10 ambassadors had over 2.5 million followers(All-Star),40%had between 500k and 2.5 million(Mega),and one Mid-Tier Influencer,Dominik Persy,ranked sixth with eight pl

112、acements.The top three placements by MIV showcase All-Star Influencers Miranda Cohen and Diana Conforti wearing the brands sportswear garments while promoting discounts and offers in the captionsnot only are they amplifying reach for the brand through their wide-reaching audiences,but theyre also be

113、ing leveraged to drive sales and conversions.Holiday Marketing 2024 Leveraging the Power of Influencers Gymshark Only 23.3%of FLB professionals are planning on leveraging All-Star Influencers for their Holiday campaigns this year,but Gymsharks 2023 strategy may prompt reconsideration for better inve

114、stment returns and MIV efficiency.Miranda CohenDiana ConfortiMatt MorsiaClara&LaurieDominik PersySteven KellyElle EdwardsWhitney SimmonsEthan Payne$752K$705K$329K$188K$173K$169K$135K$121K$82KAll-StarAll-StarMegaMegaMid-TierMegaMegaAll-StarAll-StarAnalis Cruz$1.1MAll-StarInfluencerTierMIVanaliscruzxT

115、op Placements During BFCM and Holiday 2023 by MIVmirandacohenfitdianaconforti.fitMiranda Cohen$397K MIVMiranda Cohen$355K MIVDiana Conforti$323K MIV mirandacohenfitLike Gymshark,Pretty Little Thing generated nearly half of its MIV from the Influencer Voice during BFCM and Holiday.Both brands relied

116、heavily on ambassador partnerships,but Pretty Little Thing excelled in Owned Media,which contributed nearly 40%of its MIV.Top placements,both from influencers and owned channels,focused on Pink Friday and Pink Monday sales.Holiday Marketing 2024 Balancing Brand Amplification and Community Engagement

117、Pretty Little ThingTop 3 Owned Media Placements During BFCM&Holiday 2023 by MIVprettylittlethingPretty Little Thing$68K MIVPretty Little Thing$65.7K MIVPretty Little Thing$65.9K MIVInfluencerMediaOwned MediaCelebrity$4M$682K$557MVoice Mix-Share of Value MIV$8.8MMIV generated during BFCM and Holiday

118、2023$2M$3M$4M$oM$1M$5M$3.5MprettylittlethingprettylittlethingHoliday Marketing 2024 Balancing Brand Amplification and Community EngagementPretty Little ThingTop 3 Placements During BFCM&Holiday 2023 by MIV12While influencers showcased curated,aspirational outfits to attract new shoppers from their c

119、ommunities and amplify the brands message,the British fashion label took a more direct approach on their Owned channelsaggressively promoting discounts to its existing customer base to drive engagement and conversions.MIV garnered by Pretty Little Thing through tap tags during BFCM and Holiday 2023$

120、3.5M$1M$2M$3M$3MElnaz Golrokh$310K MIVAlani Nicole Anthony(La La Anthony)$211K MIVElnaz Golrokh$308K MIVUnderstanding that the right content,on the right channel reaches the right audience enabled a Voice strategy that drove$8.8M in MIV.This is one of the most impactful campaigns across the 2023 sho

121、pping season overall.elnaz_golrokhelnaz_golrokhlalaThrough tap tagsHoliday Marketing 2024 Capitalizing on Local Celebrities for Global Impact Puma1German sportswear brand Puma showcased its stronghold with an international strategy during BFCM and the Holiday season.EMEA and APAC were nearly equal i

122、n impact globally,generating 44%and 39%of total MIV,respectively.APACs average MIV per placement significantly outperformed EMEA,with an average of$11.6K compared to EMEAs$2.3K.A closer look reveals that India led Pumas efficient MIV generation in APAC.A single placement by Indian cricket icon,Virat

123、 Kohli,promoting Pumas Black Friday sale on their India-specific channels contributed 33%of the brands total MIV.This highlights how the right local celebrity can surpass broader efforts,underscoring the power of targeted celebrity partnerships for maximizing brand impact while tackling sales-driven

124、 objectives.Top 5 Countries IndiaSpainUnited StatedDenmarkFrance$994K$740K$432K$182K$83K12345The Americas$500K$492K$1.2M$1.1MEMEAAPACVoice Mix-Share of Value MIV$2.8MMIV generated during BFCM and Holiday 2023Top Placement During BFCM and Holiday 2023 by MIVVirat Kohli$937K MIVvirat.kohliMediaInfluen

125、cerOwned MediaCelebrityPartner$0K$1M59%33%2.4%5.2%Key takeawaysA Voice-centric approach is central to successful BFCM and Holiday strategiesBFCM and Holiday campaigns serve dual objectives of sales and brand performanceAccording to our Fashion,Lifestyle and Beauty(FLB)industry survey,the majority of

126、 brands are planning to participate in Black Friday(84%)and Cyber Monday(70%)this year.While these events are traditionally focused on achieving year-end sales targets,our data-driven case studies reveal that brands like Puma,Gymshark,Pretty Little Thing and Kohls are using this shopping period to e

127、levate their brand presence.By strategically leveraging celebrity endorsements,influencer collaborations,Owned Media and Media channels,these brands are going beyond short-term salesthey are instead investing in key shopping moments to build long-term brand value and secure long-lasting success.Leve

128、raging different VoicesMedia,Celebrities,Influencers,Partners and Owned Mediain BFCM and Holiday campaigns is ultimately what can drive success and amplify pivotal campaigns.For brands like Pretty Little Thing and Gymshark,utilizing Celebrities and different tiers of influencersas well as repurposin

129、g content on owned channelsproved successful for maximizing brand performance in their target markets.Ultimately,a Voice-centric approach allows brands to strategically allocate resources across various touchpoints in the customer journey,optimizing impact and creating a more cohesive marketing and

130、PR strategy.Holiday Marketing 2024 Measuring ROI is a top priority,with unified metrics and AI-and Machine Learning powered technologies on the rise.FLB professionals are prioritizing ROI measurement,especially when their goals encompass various objectives alongside sales,such as brand awareness and

131、 engagement.This Q4,over 40%are using Media Impact Value(MIV)to evaluate campaigns across channels and regions,offering a unified metric that avoids the inconsistencies of platform-specific data.Nearly half(44%)are also leveraging AI-and Machine Learning powered tools for real-time,data-driven insig

132、hts that traditional methods cant match.As the market grows more competitive,these advanced tools are becoming essential for comprehensive campaign evaluation.Black Friday offers retailers a unique chance to tap into heightened consumer demand,especially for fashion and luxury goods.”At McArthurGlen

133、,we provide data-driven insights that help retailers optimize strategies and anticipate trends,enabling curated promotions that boost revenue and enhance customer experiences.Holiday Marketing 2024 By offering a discounted entry point with memorable in-store experiences,brands can drive traffic and

134、cultivate long-term customer loyalty during this peak retail season.Our expertise empowers retailers to transform one-time shoppers into repeat customers,ensuring they stand out in a competitive market.MIV Media Impact ValueB Billion M MillionK Thousand Average$MIV-Average MIV per placement for a sp

135、ecific subset of data,allowing us to measure the average quality of a channelAvg.Eng.Rate%Average Engagement Rate in%:the percentage of subscribers engaged in a certain post,averaged across multiple posts of a channel.Media Impact Value(MIV*):Allows brands to assign a monetary value to every post,in

136、teraction or article to measure its impact and identify contributions to Brand Performance across Voices,channels and regions.This single measurement standard lets you compare and understand which strategies create the most media impact across print,online and social by reflecting the audience persp

137、ective.At Launchmetrics,our methodology is built on more than 15 years of experience,working with and for Fashion,Lifestyle and Beauty(FLB)brands globally,including China.Finely tuned with AI Machine Learning,the algorithm relies on both quantitative and qualitative attributes specific to the FLB in

138、dustries(including audience engagement,industry relevance,source authority,and content quality)to ensure overall accuracy and relevance when benchmarking in the growing competitive landscape.Engagement:The total number of interactions on a piece of content.For example,this includes comments,likes an

139、d shares.Methodology&GlossaryRead more about MIV HERE ExpressionsHoliday Marketing 2024 Share of value(SOV):The percentage representation of a specific categorys contribution to overall MIV.It quantifies the proportion of MIV generated by a category relative to the total amount,providing insights in

140、to the categorys significance.Categories may include Voices,channels,brands,or specific events within the brands ecosystem(non-exhaustive).Placements:Social media posts,media articles,or blog posts which mention the brand.Online:Any online article is a placement.Each element of a gallery can also be

141、 a placement.If an article is present in several sections of a media,it is counted once.If it appears in different media,it can be counted several times.Social:Any post from YouTube,Instagram,Facebook,X is counted as a placement.Print:Any article is a placement,which can contain several references.T

142、iers:Influencer tiers:Influencers&KOLs are categorized based on the number of followers they have on their social channels.A Voice with multiple social accounts is only categorized based on their largest social account audience.FLB Fashion,Lifestyle&BeautyBFCM Black Friday Cyber MondayHoliday The te

143、rm Holiday is defined as starting after Cyber Monday(Tuesday,December 3,2024)and finishing on New Years Day(January 1,2025)Influencers Tiers:Micro Influencers:10K-100K followersMid-Tier Influencers:100K-500K followersMega Influencers:500K-2.5M followersAll-Star Influencers:More than 2.5M followersDa

144、te Range The data for the case studies was gathered from 01-10-2023 to 12-31-2023(unless otherwise specified)The industry survey was conducted from 07-01-2024 to 09-13-2024.Survey participationThe survey was conducted with 400 Fashion,Lifestyle and Beauty professionals across EMEA and the AmericasPl

145、atformsOnline,Instagram,Weibo,Youtube,Douyin,Wechat,Facebook,Red,TikTok,Bilibili and X(formerly Twitter)Launchmetrics Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the cust

146、omer lifecycle.Understand the Voices that are driving your brand mentions so that you can track,attribute,and measure success accordingly.Media Any third party entity publishing content written by media professionals such as a journalist,team,or freelancer.It can have sources in print,online and soc

147、ial.Celebrities Influential individuals that are known for something other than their digital presence such as actors,singers and athletes.VoicesHoliday Marketing 2024 Celebrities Influential individuals that are known for something other than their digital presence such as actors,singers and athlet

148、es.Influencers/KOLs Any person who is not a celebrity and who has a relevant footprint on social media to influence consumers in their buying behavior/perception of a brand,including models and designers.Partners Any legal entity(brand,retailer)that can publish content about another legal entity,for

149、 example:Sephora or IMG.Owned Media Any channel that belongs to the brand itself,for example:Instagram,Facebook,YouTube,TikTok,Weibo,RED.QueriesThe data in this report has been collected based on brand queries.Each brand is assigned a specific set of queries,for example:adidas OR adidasy3 OR adidas_

150、es OR adidasoriginals OR adidaswomen(not exhaustive)have been assigned to adidas for data collection purposes.The brands included in the report come from a selected set thats considered strongly related to the Fashion and Lifestyle,sector.Regional data analyzed covers the following locations:the Ame

151、ricas(North and South),APAC(Australia,China,India,Indonesia,New Zealand,Singapore and Thailand),and EMEA(Europe and the Middle East).Report Methodology and ScopeThe Leading Brand Performance Cloudfor Fashion,Lifestyle and BeautySoftware,Data and Insights to Track and Measure Your Brand Strategy and

152、Campaign PerformanceBenchmark against your competitors,measure ROI and drive cost savingsQuantify your Brand Efforts with a single,unified metric,Media Impact Value(MIV)Simplify Media Monitoring with your print,online&social coverage all in one placeDive into global campaign data and filter by region,channel and VoiceLEARN MORE