ELC strategy

Landing pages

Opportunities

use content for PR - seasonality?

Hero Categories

Foundation

Serum

Moisturiser

To Do

Paid analysis

Clinique Moisture Surge

Moisture Surge 100 launch

competitor comparison

competitor analysis

Eye Products

Primers

Lipstick

MAC

PR: Amplification

Consideration?
Ingredients? How Tos?

Optimisation MPPS

Optimising SPP

Paid

Non - Brand Upper funnel activity

cat terms (i.e. serums) to MPPs

long tail cat terms direct to SPP

PPC

SEM rush analysis with competitor keywords

Split up budget

Need to look at landing pages.

check impression share and see how much more we need to sepnd
-- Look at CPC > search volume might have changed - when you go to different impressions > look at rate of change.

maximise more volume with shopping - more products?

can we do smart display?

Discovery

education content around the category?

lead gen

traffic - to use now for later

content ideas

use then to retarget

Haircare

what kind of SEO content thats going to drive leads?

sign up to know about skin type? How to engage users for interactive content?

content needs to be super interactive

what kind of quizzes we could create?

landing page per hero category

connect to CRM journey

email with results to the form etc

re-use cm data for retarget

look at what assets we have avaliable?

interactive poll

quiz

try on tools?

how-to's?

pairing products > works best?

email existing customers about cross use of products > and use it as a content piece > complementing product

are people using alongside

before & afters

interactive before and after > with scale

competitor content - what are lancome doing that we arent?

recommended make up looks

location trends

how can we capture data? and get quality information

search build

sitelinks on the content

display > acquisiton > banners for each type of content

custom intent

discovery with forms

use offers as an incentive

look at showcase shopping > with traffic objective

put budget into performance

lead form on search?

lead form becomes the quiz

Offline sales?

face mist

BB VEFB