Beauty brand Yves Rocher topped 73 global and five local brands in L2’s Digital IQ Index: Russia Luxury. Building on its history of presence in the Russian market since 1991, Yves Rocher rose to ‘Genius’ level status by navigating the nuances of the Russian market. It accepts four different payment types including Yandex Money and cash-on-delivery. Yves Rocher has 300 boutiques in Russia and plans to open another 50 franchise locations. Yet, its digital strategies are on point. It has a robust search presence, capturing 50% of real estate for brand terms on Google and 78% of brand terms on Yandex. It is a trendsetter: one of two Index brands to advertise on YouTube and among a handful (six) brands to add Russian voice-overs to their on-site videos.
Yves Rocher’s video production and ad efforts have certainly paid off. Views for the brand channel grew by 2,685% between July 2013 and 2014.
Yves Rocher’s presence is evident on social media as well, leading in followers on Facebook and VKontakte (VK) which has twice the monthly unique visitors of Facebook in Russia.