A Journey from Content to Commerce - BDI 5/22 Social Media Marketing Forum for Beauty and Fashion

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Presentation: A Journey from Content to Commerce …

Presentation: A Journey from Content to Commerce
Presented by: Tarra Del Chiaro, Social Media Director, Guess? Watches / Sequel International
How GUESS Watches built a global network of influencers to help tell their story and inspire the consumer journey towards purchase.

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  • 1. A Journey From Content to Commerce How GUESS Watches built a global network of influencers to help tell their story and inspire the consumer journey towards purchase.
  • 2. HOW GUESS WATCHES: • Connected with brand ambassadors • Cultivated original content • Integrated content throughout our brand presence • Create engagement and inspired purchase
  • 3. CONNECT • Find people who were already wearing our product • Engage them in a deeper relationship with the brand • Offer them something unique
  • 4. Netherlands Canada S Korea UK Argentina Spain One to Watch: Global Blogger Search An international open call for fashion savvy content creators
  • 5. GUESS Access Blog Global Fashion Destination
  • 6. Malliha: GUESS Access Blogger, Artist & Dreamer
  • 7. Face2Face: Exclusive Video Series Actual Fans Contributing Their Own Voice
  • 8. GUESSWatches.com Integration of Content and Product
  • 9. Blogger Events Integrating digital into physical
  • 10. CONNECTING with brand ambassadors CULTIVATING original content INTEGRATING it throughout the brand presence …DISTRIBUTION of content
  • 11. CONTENT STRATEGY - FACEBOOK
  • 12. FACEBOOK – GUESS ACCESS Blog Posts
  • 13. FACEBOOK – STYLE WATCHING POSTS
  • 14. FACEBOOK – PRODUCT/CAMPAIGN POSTS
  • 15. THE RIGHT CONTENT: • Attracts a new audience • Increases clicks and site visitors • Creates ‘stickiness’ with increased time on site, pages per view, return visits • Drives the consumer down the path to purchase
  • 16. Thank you! Q&A