getting people excited about stain removal - social influencer case study

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GETTING PEOPLE EXCITED ABOUT STAIN REMOVAL

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Post on 21-May-2015

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A case study on how we got people excited about stain removal by working with bloggers, brand advocates and socially-savvy mums. Presented at the IAB Social Shake-up during Social Media Week 2014

TRANSCRIPT

  • 1. GETTING PEOPLE EXCITEDABOUT STAIN REMOVAL

2. @MartinaMattioni 3. @MartinaMattioniVANISH GOLD OXI ACTION 4. VANISHrangeBUDGET11kCOMPETITIONRug Doctor!@MartinaMattioni 5. KEY OBJECTIVE?@MartinaMattioni 6. BIG IMPACT,SMALL BUDGET@MartinaMattioni 7. ALREADY DOING?@MartinaMattioni 8. WHY INFLUENCERS? 9. SOMEONE WHO IS AN EXPERT,OR IS PASSIONATE ABOUT ASUBJECT MATTER AND HAS ANETWORK OF PEOPLE WHOWANT TO LISTEN@MartinaMattioni 10. WHY USE INFLUENCERS?50%OF PURCHASE DECISIONDRIVEN BY WORD OFMOUTHMcKinsey & Company, A New Way to MeasureWoM Marketing92%OF CONSUMERSTRUST EARNEDMEDIA OVERTRADITIONAL MEDIANielsen, Global Trust in Advertising Report16xMORE ENGAGEMENTVERSUS PAID MEDIAAND OWNEDSocial Chorus, Value of the Power Middle 11. 55% OF MUMSARE MORE LIKELY TO BUY IF OTHERSHAVE RECOMMENDED A PRODUCTONLINENetmums, Are Mums Reading? Survey@MartinaMattioni 12. @MartinaMattioni1. RECRUIT SUPERFANSUSING OWNED CHANNELS 13. 2. SAMPLE WITH BZZAGENTSFOR OFFLINE WOM@MartinaMattioni 14. 3. ENGAGE BLOGGERSWITH TOTS 100@MartinaMattioni 15. WHAT DID WE DO?@MartinaMattioni 16. @MartinaMattioni 17. @MartinaMattioni 18. SUPERFANS why we should consider working with them @MartinaMattioni 19. SUPERFANS why we should consider working with them @MartinaMattioni 20. SUPERFANS why we should consider working with them @MartinaMattioni 21. SUPERFANS why we should consider working with them @MartinaMattioni 22. SUPERFANS why we should consider working with them @MartinaMattioni 23. SUPERFANS why we should consider working with them @MartinaMattioni 24. @MartinaMattioni 25. SUPERFANS why we should consider working with them @MartinaMattioni 26. SUPERFANS why we should consider working with them @MartinaMattioni 27. SUPERFANS why we should consider working with them @MartinaMattioni 28. SUPERFANS why we should consider working with them @MartinaMattioni 29. SUPERFANS why we should consider working with them @MartinaMattioni 30. SUPERFANS why we should consider working with them @MartinaMattioni 31. SUPERFANS why we should consider working with them @MartinaMattioni 32. RESULTS@MartinaMattioni 33. SUPERFANS why we should consider working with themWorked with16 bloggers818purchase-ledcomments1.9 millionreach acrossthe UKPurchaseconsideration160k positivesocialimpressionsContent forownedchannels 34. SUPERFANS why we should consider working with them 35. KEY TAKEOUTS@MartinaMattioni1. An influencer doesnt simply mean blogger2. Increase awareness, content and purchaseconsideration3. Give influencers something theyll want to talk about4. Community Management is integral5. Amazon is best for quick Christmas time delivery 36. @MartinaMattioni