Smis fri 1215 sponsor presentation spotlight vizu
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Transcript of Smis fri 1215 sponsor presentation spotlight vizu
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Mary Kay, T2, and BlogHer shift Brand Perception by
Influencing the Influencers
Jeff SmithCMO & SVP of Client Services,
Vizu Corporation
Building Brand with Social Media
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Brand Advertising Effectiveness Platform
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wanamaker, the “father of modern advertising”
Leading brand advertisers, media agencies, and media sellers use Vizu to tell “which half”
And do something about it before its too late
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Excerpt: The Online Brand Advertising Outlook for 2012Brands’ Excitement Around Social Media
Brands: How will your spending in the following channels change relative to 2011?
17%
20%
29%
57%
63%
69%
37%
60%
57%
34%
34%
26%
0% 20% 40% 60% 80% 100%
Connected TV/IPTV
Standard Display Advertising
Rich Media Advertising
Video Advertising
Social Media Advertising
Mobile Advertising
Increase
Stay about the same
Decrease
Don't Use
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But when asked about their Biggest Headaches…
The Online Brand Advertising Outlook for 2012From IBM CMO Report
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Commenting on the amount of data bandied around in the online ecosystem, 34% of Media buyers stated:
“I’m drowning in data; I would prefer to focus on a few meaningful metrics to evaluate the performance of my
campaign”
And when asked which metric they believed most appropriate to use to determine the effectiveness of
online brand advertising:
Excerpt: The Online Brand Advertising Outlook for 2012 Drowning in Data, but Lacking in Insight
“80% said Brand Lift”
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• Mary Kay challenged T2 Media to help re-position Mary Kay brand among beauty-conscious consumers not easily reached by traditional media.
• Among this beauty-conscious consumer, Mary Kay was often overlooked and not perceived as contemporary.
Mary Kay Campaign
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Approach:•Ignite interest in the brand among social influencers in the blogosphere•Generate buzz among the influencers’ social network
Objectives:•Generate awareness of Mary Kay's contemporary products•Improve brand perception / favorability•Primary: Increase purchase intent
Approach and Objectives
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LEVERAGE INFLUENCE
Selected 40 highly influential bloggers to review Mary Kay products and act as brand ambassadors
Campaign Design and Execution
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AMPLIFY THE CONTENTUsed paid media to amplify the content generated by bloggers
Campaign Design and Execution
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Campaign Design and Execution
EXPAND THE BASE OF INFLUENCERS In addition to the contracted 40 bloggers, BlogHer enrolled 185 additional bloggers, giving them the opportunity to try Mary Kay’s innovative line of products
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EXPAND THE SOCIAL FOOTPRINTAdded incentives so that digital influencers would spread the campaign across Facebook and Twitter
Page ViewsCommentsTweetsShares
Campaign Design and Execution
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Exposed
Control
ExposedControl
Campaign Design and Execution
MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU
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QUALITATIVE ENGAGEMENT
“”
Love this! I haven’t tried Mary Kay but am so eager to after your review. I am loving the Lip Balm!!
“ Whoa, Mary Kay, really?? I have the same 80s-mom association with this brand, but you just proved me wrong, so…….I’d love to try the blue-eye mineral bundle eyeshadow set.”
-Tanya
-Teri
“I love love love Mary Kay mascara and the Time Wise set. As 29.5 years old (and holding for the next few years) I was starting to see a difference in my skin. Not breakouts, not wrinkles, just blah. Instantly, the Time Wise set perked my face up! I love it :)
- Wilcoxes
Campaign Results
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QUANTITATIVE RESULTS: BRAND LIFT•Leveraged Vizu’s real-time Ad Catalyst solution to measure and optimize Brand Lift in purchase intent while campaign in market
Campaign Results
• With creative, found that blog posts greatly outperformed all other campaign creative, allowing optimization toward such
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QUANTITATIVE RESULTS: BRAND LIFT
Campaign Results
• Drive an overall 49.1% lift in purchase intent
• Materially outperformed Vizu market norms for both the Beauty category and purchase intent campaigns
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• #1 key learning was that activating digital influencers can be an effective tactic for impacting brand perception and intent to purchase.
• Bloggers can authentically challenge brand myths that we as the brand can’t do itself.
• Branding efforts, such as driving Purchase Intent, must be measured against appropriate Brand Lift metrics.
This pilot program helped “comfort” those in legal and regulatory departments within Mary Kay who were resistant to letting go of control of the brand message; this program’s success will allow us
to move forward in this space
Key Learnings and Impact
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Vizu recently launched a new initiative to benchmark the relative effectiveness of different social media tactics and
partners, in order to maximize Brand Lift
Download current case studies at http://brandlift.vizu.com/knowledge-resources/case-studies/
Industry Benchmarks Available in Q3 2012
Download 2012 Industry Outlook Whitepaper at http://brandlift.vizu.com/knowledge-resources/research/2012-industry-outlook/
Benchmarking Social Media Effectiveness
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THANK YOU