Why Ledvance is totally dependent on digital marketing | W&V

Ms. Lee-Lauss, you are completely dependent on digital channels for Ledvance’s communication costs. What advantages do you see in this?

We first analyzed the market to find out which activities were successful and which were not over the past six years. Based on this data, we developed our brand positioning and visual tone to address and reach our target group more precisely. From a content perspective, this meant we moved on to emotional stories. In terms of medium, we prioritized the “first screen”, i.e. the smartphone. So the conclusion was clear: social media is the right tool for our communication.