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Getting people excited about stain removal - social influencer case study

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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

Published in: Marketing
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Getting people excited about stain removal - social influencer case study

  1. 1. GETTING PEOPLE EXCITED ABOUT STAIN REMOVAL
  2. 2. @MartinaMattioni
  3. 3. @MartinaMattioni VANISH GOLD OXI ACTION
  4. 4. VANISH range BUDGET £11k COMPETITION Rug Doctor! @MartinaMattioni
  5. 5. KEY OBJECTIVE? @MartinaMattioni
  6. 6. BIG IMPACT, SMALL BUDGET @MartinaMattioni
  7. 7. ALREADY DOING? @MartinaMattioni
  8. 8. WHY INFLUENCERS?
  9. 9. “SOMEONE WHO IS AN EXPERT, OR IS PASSIONATE ABOUT A SUBJECT MATTER AND HAS A NETWORK OF PEOPLE WHO WANT TO LISTEN” @MartinaMattioni
  10. 10. WHY USE INFLUENCERS? 50% OF PURCHASE DECISION DRIVEN BY WORD OF MOUTH McKinsey & Company, ‘A New Way to Measure WoM Marketing’ 92% OF CONSUMERS TRUST EARNED MEDIA OVER TRADITIONAL MEDIA Nielsen, ‘Global Trust in Advertising’ Report 16x MORE ENGAGEMENT VERSUS PAID MEDIA AND OWNED Social Chorus, ‘Value of the Power Middle’
  11. 11. 55% OF MUMS ARE MORE LIKELY TO BUY IF OTHERS HAVE RECOMMENDED A PRODUCT ONLINE Netmums, ‘Are Mums Reading?’ Survey @MartinaMattioni
  12. 12. @MartinaMattioni 1. RECRUIT SUPERFANS USING OWNED CHANNELS
  13. 13. 2. SAMPLE WITH BZZAGENTS FOR OFFLINE WOM @MartinaMattioni
  14. 14. 3. ENGAGE BLOGGERS WITH TOTS 100 @MartinaMattioni
  15. 15. WHAT DID WE DO? @MartinaMattioni
  16. 16. @MartinaMattioni
  17. 17. @MartinaMattioni
  18. 18. SUPERFANS – why we should consider working with them @MartinaMattioni
  19. 19. SUPERFANS – why we should consider working with them @MartinaMattioni
  20. 20. SUPERFANS – why we should consider working with them @MartinaMattioni
  21. 21. SUPERFANS – why we should consider working with them @MartinaMattioni
  22. 22. SUPERFANS – why we should consider working with them @MartinaMattioni
  23. 23. SUPERFANS – why we should consider working with them @MartinaMattioni
  24. 24. @MartinaMattioni
  25. 25. SUPERFANS – why we should consider working with them @MartinaMattioni
  26. 26. SUPERFANS – why we should consider working with them @MartinaMattioni
  27. 27. SUPERFANS – why we should consider working with them @MartinaMattioni
  28. 28. SUPERFANS – why we should consider working with them @MartinaMattioni
  29. 29. SUPERFANS – why we should consider working with them @MartinaMattioni
  30. 30. SUPERFANS – why we should consider working with them @MartinaMattioni
  31. 31. SUPERFANS – why we should consider working with them @MartinaMattioni
  32. 32. RESULTS @MartinaMattioni
  33. 33. SUPERFANS – why we should consider working with them Worked with 16 bloggers 818 purchase-led comments 1.9 million reach across the UK Purchase consideration 160k positive social impressions Content for owned channels
  34. 34. SUPERFANS – why we should consider working with them
  35. 35. KEY TAKEOUTS @MartinaMattioni 1. An influencer doesn’t simply mean ‘blogger’ 2. Increase awareness, content and purchase consideration 3. Give influencers something they’ll want to talk about 4. Community Management is integral 5. Amazon is best for quick Christmas time delivery…
  36. 36. @MartinaMattioni

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