Digital: The Future of Storytelling at Estée Lauder

“Marketing is not about the stuff you make, it’s about the stories you tell,” said Alicianne Rand, executive director of global content and influencer marketing at The Estée Lauder Cos. Inc. Storytelling is an increased focus for Estée Lauder, which has a daily reach of more than 177 million people on Facebook and Instagram. In her talk, Rand outlined four questions the company considers when it comes to the storytelling process: “what drives us,” “who inspires us,” “how do we execute” and “where are we going.” The first of these is “creativity-driven, consumer-inspired storytelling,” which has proven to drive sales, particularly in the case of Clinique. A video advertising the brand’s Fresh Pressed Daily Booster racked up 16.3 million views on YouTube and an increase in searches, which ultimately led to the product selling out globally within its first month on the market. Patrick Starrr, a Filipino-American YouTuber known for challenging beauty industry norms, is an example of someone who inspires the storytelling. Starrr partnered with MAC on three collections, the first of which sold out within a month. “When a brand has a stance and shares its point of view, even if it challenges conventional norms of what society thinks is right or wrong, those

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