VISUAL CONTENT
MARKETING:
HARNESSING GLOBAL CONTENT TO
TELL STORIESAROUND THE WORLD
​April 10, 2014
​Christa Bukowski
​Glo...
2|
Harnessing Global
Content
1. Who Are Your Global Consumers
2. What is the Story You Want to Tell
3. Create Compelling V...
3|
Global Consumer
Journey
94%
More Total views than advertising
without compelling images
46%
Of beauty shoppers do not k...
4|
Global & Industry
Usage
5|
We’re Hardwired for
Visual
Spain
Population:
46.7 M
70%
Of ad impressions are mobile
67%
Of online consumers say clear
...
6|
We’re Using Devices
Conducive to Visual All
Day
7|
Creating Visual
Content Campaign
Strategy
8|
The Basis of The Story
9|
The Story: Subtle Edge,
Runway to Reality
10|
Our Strategy: Align
with Key KPIs
Acquisition & Reach
Engagement
Conversion
Awareness
Consideration
Purchase
Loyalty
C...
11|
Creating Global
Visuals
12|
Distributing Across
Platforms
13|
Platform Specific
Content
Become a Lifestyle
Authority
Become a Lifestyle
Authority
Be a Source of
Entertainment
Styli...
14|
Making the Most of
Your Content Globally
Become a Lifestyle
Authority
Become a Lifestyle
Authority
Be a Source of
Ente...
15|
Making the Most of
Your Content Globally
Become a Lifestyle
Authority
Become a Lifestyle
Authority
Be a Source of
Ente...
16|
Making a Global
Content Strategy Work
17|
Tip
18|
19|
Tip
You can’t just ask customers what they
want and then try to give that to them.
By the time you get it built, they’...
20|
Recap
2.
Create A Story that has Global
Appeal
1.
Know Your Customers Before You
Start Your Story
3.
Create Compelling...
21|
Questions?
Thank You!
Christa Bukowski
Global Manager, Digital Content
Strategy
christa.bukowski@avon.com
www.linkedin...
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Visual Content Strategy: Harnessing Global Content to Tell Stories Around the World - BDI 4/10 Visual Content Marketing & Communications Summit

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Presentation: Visual Content Strategy: Harnessing Global Content to Tell Stories Around the World
Presented by: Christa Bukowski, Manager, Global Content Strategy, AVON
As a leading global beauty company, we create seasonal, on-brand, visually impactful stories that all 76 of our markets can utilize. Through a robust content strategy for our product launches, events, and campaigns, we drive consumers through the purchase funnel with a consistent narrative of desired content.

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Visual Content Strategy: Harnessing Global Content to Tell Stories Around the World - BDI 4/10 Visual Content Marketing & Communications Summit

  1. 1. VISUAL CONTENT MARKETING: HARNESSING GLOBAL CONTENT TO TELL STORIESAROUND THE WORLD ​April 10, 2014 ​Christa Bukowski ​Global Manager, DigitalContent Strategy
  2. 2. 2| Harnessing Global Content 1. Who Are Your Global Consumers 2. What is the Story You Want to Tell 3. Create Compelling Visual Content That Does Not Limit 4. Determine the Best Platforms to Tell Your Story. 5. Create a Strategic Communication Plan.
  3. 3. 3| Global Consumer Journey 94% More Total views than advertising without compelling images 46% Of beauty shoppers do not know which brand they will buy when they start shopping
  4. 4. 4| Global & Industry Usage
  5. 5. 5| We’re Hardwired for Visual Spain Population: 46.7 M 70% Of ad impressions are mobile 67% Of online consumers say clear photos had an impact over product information and customer ratings. 70% More pages per visit when browsing with a tablet compared to a smartphone
  6. 6. 6| We’re Using Devices Conducive to Visual All Day
  7. 7. 7| Creating Visual Content Campaign Strategy
  8. 8. 8| The Basis of The Story
  9. 9. 9| The Story: Subtle Edge, Runway to Reality
  10. 10. 10| Our Strategy: Align with Key KPIs Acquisition & Reach Engagement Conversion Awareness Consideration Purchase Loyalty CONTENT MIX GOALS CONSUMER BEHAVIOR 80% Desired content: Lifestyle, Beauty, Trends, Community Outreach, Fan Recognition 20% Promotions, Offers, Sales etc.
  11. 11. 11| Creating Global Visuals
  12. 12. 12| Distributing Across Platforms
  13. 13. 13| Platform Specific Content Become a Lifestyle Authority Become a Lifestyle Authority Be a Source of Entertainment Stylized Product Trend / Shot Mani Monday hot Product Shots BTS Tutorial Campaign Related How to: Get the BTS Look
  14. 14. 14| Making the Most of Your Content Globally Become a Lifestyle Authority Become a Lifestyle Authority Be a Source of Entertainment & Inspiration Connect with Consumers to Build Relationships AWARENESS PURCHASECONSIDERATION Get The Look Product Innovation Themes 80% DESIRED CONTENT (relevant, informing/ entertaining) 20% PRODUCT & SALES MESSAGES , CONTENT MIX: Events Conversational Content Celebrations Trends Design Mood Boards Lifestyle Boards Trend Driven Fan Polls Contests Fan Appreciation Ask the Expert Makeup Mavens Trend Driven Content Series Brand Philosophy UGC Product Preview/First Look Curated Products Trend Driven Get The Look Exclusives Partnerships Influencer, Blogger & Celebrity Collaborations Street Style Editor’s Picks Fans Wearing Avon Looks & Products InstaMeets Promotions Shoppable Videos
  15. 15. 15| Making the Most of Your Content Globally Become a Lifestyle Authority Become a Lifestyle Authority Be a Source of Entertainment & Inspiration Connect with Consumers to Build Relationships AWARENESS PURCHASECONSIDERATION Get The Look Product Innovation Themes 80% DESIRED CONTENT (relevant, informing/ entertaining) 20% PRODUCT & SALES MESSAGES , CONTENT MIX: Events Conversational Content Celebrations Trends Design Mood Boards Lifestyle Boards Trend Driven Fan Polls Contests Fan Appreciation Ask the Expert Makeup Mavens Trend Driven Content Series Brand Philosophy UGC Product Preview/First Look Curated Products Trend Driven Get The Look Exclusives Partnerships Influencer, Blogger & Celebrity Collaborations Street Style Editor’s Picks Fans Wearing Avon Looks & Products InstaMeets Promotions Shoppable Videos E N G A G E E N R I C H E M P O W E R
  16. 16. 16| Making a Global Content Strategy Work
  17. 17. 17| Tip
  18. 18. 18|
  19. 19. 19| Tip You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new. (Steve Jobs)
  20. 20. 20| Recap 2. Create A Story that has Global Appeal 1. Know Your Customers Before You Start Your Story 3. Create Compelling Visuals and Deliver on the Appropriate Platform 4. Strategically Communicate Your Content to help reach your KPIs
  21. 21. 21| Questions? Thank You! Christa Bukowski Global Manager, Digital Content Strategy christa.bukowski@avon.com www.linkedin.com/in/christabukowski

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