Conversation2Commerce – Cannes Lions csuitepodcast with MLSGroup and Coty

Interview starts at 24:41

In the final part of my third csuitepodcast from Cannes Lions, I spoke to Guillaume Herbette, Global CEO of MSLGroup and Marie-Pierre Stark-Flora, Global SVP of Philosophy at Coty about Augmented Influence and Purpose Driven Marketing.

Chatting with MSL's Guillaume Herbette and Marie-Pierre Stark-Flora, of Coty

Chatting with MSL’s Guillaume Herbette and Marie-Pierre Stark-Flora, of Coty

MSL describe Conversation2Commerce (C2C) as a global influence-to-impact performance platform and a new way of driving sales.  Guillaume said it’s about taking a piece of media or content such as an article, blog or video, and transforming it into an ad unit, through the use of the platform, which can then be put in front of the right target [audience] at the right time and in the right place, which enables you to measure the impact, either in terms of reputation, brand lifting or sales. MSL launched the platform in September 2016 and Guillaume said that since that time have been testing it across world with amazing results. He explained that it is data driven, with the right data, something he didn’t think traditional PR companies had much access to, and why MSL had a partnership with Publicis Media and in particular one of their group companies, Performics that deals with performance marketing.

Marie-Pierre commented that the partnership has worked well.  She said that Coty were an early adopter of the platform and for her, it is a holy grail for the brand. She believes this for a number of reasons as it:

  • closes the loop from earned media and influence to purchase
  • improves ROI and monetises earned media
  • is a genuine non-branded message that doesn’t look like the brand is pushing information of sales in the direction of the consumer – she said that consumers respond less and less when brands are openly trying to influence their purchase pattern
  • accelerates the number steps to purchase, bringing consumers to purchase faster

Guillaume believes that influence has never been more important.  He said that in the past, the brand marketers didn’t think highly of traditional PR campaigns as they felt that they have a short shelf life and it was difficult to know who was reading the newspaper and it was impossible to measure the impact of a PR campaign. However, the power of influence is changing with use of data, enabling us to measure its impact very precisely. He added that due to a recent test, the retail investment of influence is now 7 to 10 times higher and so they now define the use of influence of data, technology and measurement as Augmented Influence.

Talking through a recent small test of MSL’s C2C platform, Marie-Pierre said that in four US states, the earned media ad units were more efficient than traditional online media, with a 36% higher CTR than the benchmark.  However, they also saw the campaign drive 42,000 women to offline stores in three weeks, which she said for a small scale test was amazing. Therefore the cost per visit was 2.5 to 4.5 times lower than their benchmark, allowing them to bring so many more women to the Coty brand for much less budget.

Finally, Marie-Pierre also talked about emotional influence and the fact that Coty have three infuences on women’s life:

  • make them look good with their products
  • feel good with the philosophies that are written on the packaging to lift their spirits and self worth
  • do good, as 1% of their purchases goes to the company’s ‘Hope and Grace’ initiative, which supports women’s mental health.

In fact, Philosophy recently launched PSA called ‘How are you really’ to tie in with National Mental Health month and help create a conversation between those living with mental health issues and those who want to support them.

More information on this initiative can be found at the Hope & Grace website

The Cannes Lions episodes of the csuitepodcast were sponsored by Capstone Hill Search.

Thanks to ICCO for allowing us to carry out the interviews in their House of PR.

All previous shows of the csuitepodcast series are available on the websiteSoundclouditunes and TuneIn.  There is also a growing community on Facebook and Twitter, where you can get involved in the discussion.  Finally, if you subscribe to the show, please can you give it a positive rating and review on itunes in particular as this helps it up the charts!

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