reaching millennials through influencer marketing
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F E B R U A R Y 2 0 1 5
Reaching Millennials Through Influencer Marke>ng
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Millennial Profile
L a r g e d e m o g r a p h i c w i t h h u g e s p e n d i n g p o w e r
• 84mm US adults aged 18-‐34 • $1.3t in annual spending • $430b discre>onary spending • 83% of new moms are Millennials
M i l l e n n i a l s h a v e t h e h i g h e s t s o c i a l n e t w o r k i n g p e n e t r a 7 o n o f a n y g e n e r a 7 o n .
• Highest Facebook and TwiRer use rates • Make up more than half of all U.S. TwiRer users • Two-‐thirds of Instagram users are milennials • Account for four in 10 digital video viewers (Instagram, Vine and YouTube)
M i l l e n n i a l s s p e n d m o r e t h a n 5 h o u r s a d a y o n s o c i a l m e d i a c o n s u m i n g U s e r G e n e r a t e d C o n t e n t ( U G C ) .
U G C i s 2 0 % m o r e i n fl u e n 7 a l t o m i l l e n n i a l s w h e n i t c o m e s t o p u r c h a s i n g a n d 3 5 % m o r e m e m o r a b l e .
Source: Babycenter.com, eMarketer, Ipsos
Millennial Influencer
C r e a 7 n g a n d s h a r i n g c o n t e n t o n s o c i a l m e d i a i s s e c o n d n a t u r e .
• 74% of millennials believe they influence the purchase decisions of their peers
D i g i t a l i n fl u e n c e r s b r i n g u n p r e c e d e n t e d v a l u e t o a s p e c i fi c a u d i e n c e s e g m e n t .
• Large communi>es of followers • Authen>c personal experience • Trust from consumers • Exper>se on a variety of social networks
T h e b e s t w a y t o e n g a g e w i t h m i l l e n n i a l s i s t h r o u g h o n g o i n g d i a l o g u e .
Source: Edelman, MediaPost
Outstanding Results: Targe>ng Millennials
In support of ShopYourWay’s (SYW) Back to School efforts, Sway Group collaborated with teen internet celebrity ambassadors, Ricky Dillon and JennXPenn to drive awareness and traffic to the SYW site and showcase SYW rewards. Each ambassador created unique shareable content on TwiRer, Instagram and YouTube and par>cipated in a ShopYourWay Back to School webcast, achieving 6.7MTwi(er impressions, 2.3M fans on Instagram (with 549.5K likes) and 1.03M YouTube video views. As an extension to this campaign, Sway Group con>nued a partnership with Ricky Dillon as an SYW brand ambassador during the Video Music Awards (VMAs). On August 24, 2014, Ricky Dillon garnered 1.4M Twi(er impressions and reached his 1.34M fans on Instagram (with 142K likes) with one image that answered the age-‐old red carpet ques>on of “Who are you wearing?”
Outstanding Results: Targe>ng Millennials
ChallengeFor the CVS MTV Video Music Awards #LooksThatRock campaign, the client wanted to make a splash with young consumers (women ages 18-24) and help them realize that the beauty looks celebrities flaunt on the red carpet are easily accessible using P&G Beauty products available at CVS stores everywhere.
CVS Case Study
Interested in how you can achieve similar results with your Sway Group programming? Reach out to your client manager at 844-GET-SWAY (844-438-7929) and get custom pricing today.
Outstanding Results • 17.61 million impressions in the hour prior to the VMAs • 3,721 tweets • 7,231 comments and 115,000 likes on the Instagram #LooksThatRock images
StrategyMassive Sway hosted a hugely successful 60-minute Twitter conversation on behalf of P&G Beauty and CVS in con-junction with the MTV VMA’s. One hour before the VMA’s aired, the Twitter influencers discussed the different looks that rocked the red carpet, alongside P&G Beauty products at CVS.
Given the young target demographic and incredibly visual nature of this program, Massive Sway also hosted an Instagram party in tandem to the Twitter conversation.
P&G Beauty and CVS wanted to make a splash with young consumers (women ages 18-‐24) and help them realize the beauty looks celebri>es flaunt on the red carpet are easily accessible using P&G Beauty products available at CVS stores everywhere. Massive Sway hosted a hugely successful 60-‐minute TwiRer conversa>on on behalf of P&G Beauty and CVS in conjunc>on with the MTV VMA award show. One hour before the VMAs aired, our TwiRer influencers discussed the different looks that rocked the red carpet, alongside P&G Beauty products at CVS. Given the young target demographic and incredibly visual nature of this program, Massive Sway also hosted an Instagram party in tandem to the TwiRer conversa>on. The results were huge. The conversa>on received 17.6M impressions in the hour leading up to the awards show — and a total of 3,721 tweets, 7,231 comments and 115,000 Instagram posts. The campaign ran again in 2014 and saw even beRer results: 25.9M impressions.
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Benefits of an Influencer Network
F o r B r a n d s :
• Increases efficiencies to iden>fy the right influencers • All contract nego>a>ons handled through network • Conflicts/awkward situa>ons handled through network • Outsourcing of project management, QA, coordina>on of post approvals
F o r I n fl u e n c e r :
• Allows influencer to focus on content and community versus business side • Dependable source for steady, high quality work • Resource for strategic support and educa>on
Influencer Marke>ng: A History Lesson
Send a product, get a
post!
Directories of giveaway/review blogs
Bloggers emerge as
spokespeople
Bloggers are the new experts
Sponsored content is the new status
quo
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Best Prac>ces for Working with Influencers
1 . F i n d t h e r i g h t i n fl u e n c e r s f o r y o u r b r a n d 2 . L e t t h e i n fl u e n c e r g u i d e t h e s t o r y 3 . L e t t h e i n fl u e n c e r g u i d e t h e e n g a g e m e n t 4 . B u i l d a d e e p a n d l a s 7 n g r e l a 7 o n s h i p w i t h t h e i n fl u e n c e r s y o u w o r k w i t h 5 . D e v e l o p d i ff e r e n t p r o g r a m s f o r d i ff e r e n t K P I s a n d m e a s u r e a g a i n s t e a c h o f t h e m
