Asda PowerPoint DocumentText…

Halloween 2015: Influencer Campaign#Asdarknessfalls

• 13 years at Asda• Trained in PR• Took 6 month career

break in 2011• Led Walmart’s social

media strategy in Europe

• In charge of AMP since April 2014

First, a little bit about me...

The details… •1 Event – Halloween Party •3 Mum’s Eye View Videos•2 Paid Instagram Posts•9 Scheduled Tweets •7 Paid Talent Vlogs

Case Study #Asdarknessfalls...Gleam Futures Partnership

to harness influence and engagement on social platforms

Mums Eye View 3 week video content Pixiwoo•36,000 views•1.6% CRT•100% uplift on Cat Makeup Kit within 24hours.•140% average daily sales, pre to post video

24hours post video going live

Halloween event and additional tweet of

product

Mums Eye View 3 week video content SacconeJolys•23rd October 2015 •108,000 views•7% CTR to asda.com/halloween•8,400 Likes across YT & Twitter

24hours post video going live

53% sales uplift within 24hours

202% average daily sales pre, to post video live

#AsDarkness Falls – Top Tier Organic Vlogger coverage

Anna Saccone•1million followers•78,000 Likes •3,555 Clicks to costumes (Twitter)

Scheduled Instagram

Joe Sugg•3.6million followers•266,000 Likes•Hero Halloween novelty product – aligned with talent personality

Halloween 2015 #AsDarkness Falls – first 24 hours

Exposure #Asdarknessfalls15MILLION

Reach

45MILLION Impressions

12THOUSANDTweets

6%CTR Talent Vlogs

34THOUSAND Clicks to Asda.com

4MILLION Video views

215THOUSAND Thumbs Up

Daily Vlog content – Top UK Talent

Zoella•20mins Asda advertorial •2.5% CTR to Asda.com/Halloween•Up to 488% product sales uplift within 48hours•£0.02 cost per view vs £0.10 on YouTube pre-roll

• Creating great content on its own is not enough

• Working with key influencers allows you to rent their audience

• More cost effective and engaging than paid for media approach

• …However, we are only scratching the surface

Key Learnings

Thank you Questions?