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Smis fri 1215 sponsor presentation spotlight vizu

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  • 1. Building Brand with Social Media Mary Kay, T2, and BlogHer shift Brand Perception by Influencing the Influencers Jeff Smith CMO & SVP of Client Services, Vizu Corporationwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 1
  • 2. Brand Advertising Effectiveness Platform "Half the money I spend on advertising is wasted; the trouble is I dont know which half." John Wanamaker, the “father of modern advertising” Leading brand advertisers, media agencies, and media sellers use Vizu to tell “which half” And do something about it before its too latewww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 2
  • 3. Excerpt: The Online Brand Advertising Outlook for 2012 Brands’ Excitement Around Social Media Brands: How will your spending in the following channels change relative to 2011? Mobile Advertising 69% 26% Social Media Advertising 63% 34% Video Advertising 57% 34% Increase Stay about the same Rich Media Advertising 29% 57% Decrease Dont Use Standard Display 20% 60% Advertising Connected TV/IPTV 17% 37% 0% 20% 40% 60% 80% 100%www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 3
  • 4. The Online Brand Advertising Outlook for 2012 From IBM CMO Report But when asked about their Biggest Headaches…www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 4
  • 5. Excerpt: The Online Brand Advertising Outlook for 2012 Drowning in Data, but Lacking in Insight Commenting on the amount of data bandied around in the online ecosystem, 34% of Media buyers stated: “I’m drowning in data; I would prefer to focus on a few meaningful metrics to evaluate the performance of my campaign” And when asked which metric they believed most appropriate to use to determine the effectiveness of online brand advertising: “80% said Brand Lift”www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 5
  • 6. Mary Kay Campaign • Mary Kay challenged T2 Media to help re-position Mary Kay brand among beauty-conscious consumers not easily reached by traditional media. • Among this beauty-conscious consumer, Mary Kay was often overlooked and not perceived as contemporary.www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 6
  • 7. Approach and Objectives Approach: • Ignite interest in the brand among social influencers in the blogosphere • Generate buzz among the influencers’ social network Objectives: • Generate awareness of Mary Kays contemporary products • Improve brand perception / favorability • Primary: Increase purchase intentwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 7
  • 8. Campaign Design and ExecutionLEVERAGE INFLUENCESelected 40 highly influentialbloggers to review Mary Kayproducts and act as brandambassadorswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 9
  • 9. Campaign Design and Execution AMPLIFY THE CONTENT Used paid media to amplify the content generated by bloggerswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 10
  • 10. Campaign Design and Execution EXPAND THE BASE OF INFLUENCERS In addition to the contracted 40 bloggers, BlogHer enrolled 185 additional bloggers, giving them the opportunity to try Mary Kay’s innovative line of productswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 11
  • 11. Campaign Design and Execution EXPAND THE SOCIAL FOOTPRINT Added incentives so that digital influencers would spread the campaign across Facebook and Twitter Page Views Comments Tweets Shareswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 12
  • 12. Campaign Design and Execution MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU Exposed Control Exposed Controlwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 13
  • 13. Campaign Results QUALITATIVE ENGAGEMENT “ Love this! I haven’t tried Mary Kay but am so eager to after your review. I am loving the Lip Balm!! -Teri ” “I love love love Mary Kay mascara and the Time “ Whoa, Mary Kay, really?? I have the same 80s- Wise set. As 29.5 years old (and holding for the next mom association with this brand, but you just few years) I was starting to see a difference in my proved me wrong, so…….I’d love to try the blue- skin. Not breakouts, not wrinkles, just blah. eye mineral bundle eyeshadow set.” Instantly, the Time Wise set perked my face up! I -Tanya love it :) - Wilcoxeswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 14
  • 14. Campaign Results QUANTITATIVE RESULTS: BRAND LIFT • Leveraged Vizu’s real-time Ad Catalyst solution to measure and optimize Brand Lift in purchase intent while campaign in market • With creative, found that blog posts greatly outperformed all other campaign creative, allowing optimization toward suchwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 16
  • 15. Campaign ResultsQUANTITATIVE RESULTS: BRAND LIFT• Drive an overall 49.1% lift in purchase intent• Materially outperformed Vizu market norms for both the Beauty category and purchase intent campaignswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 17
  • 16. Key Learnings and Impact • #1 key learning was that activating digital influencers can be an effective tactic for impacting brand perception and intent to purchase. • Bloggers can authentically challenge brand myths that we as the brand can’t do itself. • Branding efforts, such as driving Purchase Intent, must be measured against appropriate Brand Lift metrics. This pilot program helped “comfort” those in legal and regulatory departments within Mary Kay who were resistant to letting go of control of the brand message; this program’s success will allow us to move forward in this spacewww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 18
  • 17. Benchmarking Social Media Effectiveness Vizu recently launched a new initiative to benchmark the relative effectiveness of different social media tactics and partners, in order to maximize Brand Lift Download current case studies at http://brandlift.vizu.com/knowledge-resources/case-studies/ Industry Benchmarks Available in Q3 2012 Download 2012 Industry Outlook Whitepaper at http://brandlift.vizu.com/knowledge-resources/research/2012-industry-outlook/www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 19
  • 18. THANK YOUwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 20