CREATINGVIDEOCONTENTTHATCONVERTS@RACHELJOSILVER
INTHISPRESENTATION1. A BRIEF HISTORY OF BIRCHBOX VIDEO
CONTENT, WHAT’S WORKED AND WHAT HASN’T
2. HOW BIRCHBOX USES VIDEO TODAY IN 2016
3. CASE STUDY: MILK MAKEUP FACEBOOK LIVE VIDEO
4. TAKEAWAYS
A QUICK WALK DOWN BIRCHBOX VIDEO MEMORY LANE
PERISCOPE
DIFFERENT MEDIUMS/PLATFORMS = DIFFERENT STRATEGIES
4
YOUTUBE:INFLUENCERS+SEARCH INSTAGRAM:VALUE+DELIGHT
FACEBOOK:VALUE+SCALE SNAPCHAT:VALUE+ENGAGEMENT
CASE STUDY: MILK MAKEUP
• SALESLIFT+EXAMPLEOFBESTPRACTICESONTHECHANNEL
• FACEBOOKLIVEVIDEODAY=BESTSALESDAYEVERFORBRAND
• 111%LIFTOVERPAST7DAYAVERAGE• TOPSELLER466%LIFTOVERPAST7
DAYAVERAGE• WEADDEDTONSOFVALUEFORTHE
CUSTOMER• NEW,EXCITING,SEXY,VISUALBRAND
TAKEAWAYS• VIDEOISN’TJUSTPRE-RECORDED,IT’SLIVEANDIT’SMESSENGER
• KNOWYOURMEDIUM/PLATFORMANDTHERIGHTWAYTOENGAGE/MONETIZETHERE
• ADDVALUE• USECOMMONSENSE
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