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SEO 2.1: How To Own Influencer
& Content Campaigns
Building Authentic Influencer Content
Sonali Ohrie // Digital PR & Cont...
2
From
 A “NICHE” LOCAL BRAND WITH TONING AS
ITS USP
 A SANDAL ONLY OFFERING
 WITH SEASONAL RELEVANCE
 A NARROW, AGEIN...
OUR GOAL IS TO REDEFINE THE “FIT” IN
FITFLOP FOR OUR NEXT DECADE OF
GROWTH, WITH A CONSUMER-FIRST, DIGITAL
FIRST APPROACH
4
FITFLOP SHOES ARE FOR ACTIVE,
MULTI-TASKING WOMEN AND MEN
WHO DON’T WANT TO COMPROMISE
ON STYLE FOR COMFORT.
There are s...
5
 7 Influencer Agencies
 Direct Relationships
 Always-on Approach
 16 Campaigns
 354 Global Influencers
INFLUENCERS
6
OUR SHIFT TO AN INFLUENCER AND CONTENT-LED
DIGITAL BRAND STRATEGY HAS EARNED RECOGNITION
GLOBALLY
 Golden Link Awards L...
The shift to influencers
8
INFLUENCER MARKETING: THEN + NOW
BloggersProduct Placement Influencers
9
INFLUENCER MARKETING: THEN + NOW
INFLUENCER MARKETING LANDSCAPE IS CONSTANTLY CHANGING
10
INFLUENCER MARKETING IS CRITICAL FOR
BRANDS WISHING TO ATTRACT A YOUNGER, SOCIAL
AUDIENCE
Consumers are 92% more likely...
11
 Overtly Female
 Single Global Celebrity
 Restrictive Usage Rights
 Limited Content Generation Focused On
Tradition...
“For Superwomen” to “Made for Living In”: The Approach
13
DATA COLLECTION
ENHANCED
AUDIENCE
PROFILES
CONTENT
AFFINITIES AND
THEMES
Female 64% (i132)
45+ 46% (i108)
HHI £50K+ 25%...
14
FINDING THE RIGHT INFLUENCERS
AUTHENTIC
DIVERSITY
A LIFESTYLE THAT IS ATTAINABLE
TO THE AVERAGE FOLLOWER
Prospecting To...
15
INFLUENCERS
16
MULTI-CHANNEL APPROACH
SEO CONTENT AFFILIATES DISPLAY PAID SOCIAL PR
FITFLOP AUDIENCE
ALL CHANNELS
MULTI-CHANNEL STRATE...
17
18
PAID RELATIONSHIPS DRIVE ORGANIC INFLUENCER CONTENT
Data Insights and Results
20
AUDIENCE DATA
Female 64% (i132)
45+ 49% (i108)
HHI £50K+ 25% (i113)
Uni 55% (i104)
Kids 41% (i100)
Q1 2018
Female 72% (...
RESULTS:
2.4m
Reach
4x Uplift
When Using
Influencer Content
in Ads vs.
Campaign Imagery
250k
Unique
Clicks
165%
ROAS
A F F...
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BrightonSEO - How To Own Influencer & Content Campaigns

  1. 1. SEO 2.1: How To Own Influencer & Content Campaigns Building Authentic Influencer Content Sonali Ohrie // Digital PR & Content Marketing Manager // ForwardPMX Shannon Maybury // Digital Marketing Executive // FitFlop SLIDESHARE.NET/SHANNONMAYBURY @forwardpmx @fitflopofficial
  2. 2. 2 From  A “NICHE” LOCAL BRAND WITH TONING AS ITS USP  A SANDAL ONLY OFFERING  WITH SEASONAL RELEVANCE  A NARROW, AGEING FEMALE AUDIENCE  A GLOBAL CELEBRITY BRAND AMBASSADOR To  A GLOBAL LIFESTYLE BRAND WITH ALL-DAY COMFORT TECHNOLOGY & INNOVATION AS ITS DIFFERENTIATOR  FASHIONABLE PRODUCTS FOR ALL WEARING OCCASIONS  WITH ALL-YEAR-ROUND RELEVANCE  FOR A BROADER, SUSTAINABLE AUDIENCE  LOCALLY-RELEVANT CONTENT & INFLUENCERS OUR JOURNEY
  3. 3. OUR GOAL IS TO REDEFINE THE “FIT” IN FITFLOP FOR OUR NEXT DECADE OF GROWTH, WITH A CONSUMER-FIRST, DIGITAL FIRST APPROACH
  4. 4. 4 FITFLOP SHOES ARE FOR ACTIVE, MULTI-TASKING WOMEN AND MEN WHO DON’T WANT TO COMPROMISE ON STYLE FOR COMFORT. There are so many commonalities in attitudes and mindsets across generations and nationalities, so whilst we say our “bullseye” target is the 30-something audience, we know consumers of all ages have values that align with ours, and we offer product breadth to complement their lifestyle and behaviours. OUR CONSUMER EXPERIENCE DRIVEN ACHIEVEMENT ORIENTATED SEEKING CONVENIENCE COMMUNITY VALUES MEDIA NEUTRAL GLOBALLY CONNECTED EXPRESSIVE & INDEPENDENT LIFE BALANCE
  5. 5. 5  7 Influencer Agencies  Direct Relationships  Always-on Approach  16 Campaigns  354 Global Influencers INFLUENCERS
  6. 6. 6 OUR SHIFT TO AN INFLUENCER AND CONTENT-LED DIGITAL BRAND STRATEGY HAS EARNED RECOGNITION GLOBALLY  Golden Link Awards London 2019  Gold – Campaign of the Year  Gold – Publisher’s Choice Award  Finalist – Affiliate Manager of the Year  Influencer Marketing Awards 2019  Silver – Best use of Data  Golden Link Awards NYC 2019  Gold – Best Influencer Strategy  Finalist – Best Global Strategy  Pinnacle Awards NYC 2019  Finalist - Advertiser of the Year 2019: THE STORY SO FAR
  7. 7. The shift to influencers
  8. 8. 8 INFLUENCER MARKETING: THEN + NOW BloggersProduct Placement Influencers
  9. 9. 9 INFLUENCER MARKETING: THEN + NOW INFLUENCER MARKETING LANDSCAPE IS CONSTANTLY CHANGING
  10. 10. 10 INFLUENCER MARKETING IS CRITICAL FOR BRANDS WISHING TO ATTRACT A YOUNGER, SOCIAL AUDIENCE Consumers are 92% more likely to trust influencer or peer recommendations over branded content Bloggers can be highly influential and are the third- most-consulted consumer decision tool for shoppers Sharing your content through influencers in your industry increases conversion by at least 3 to 10x Marketing inspired word of mouth generates more than twice the sales of paid advertising and customers have a 37% higher retention rate INFLUENCER MARKETING
  11. 11. 11  Overtly Female  Single Global Celebrity  Restrictive Usage Rights  Limited Content Generation Focused On Traditional Media  Delivering The Fashion Aesthetic Only  Baby Boomers  Gender Neutral Platform  Multiple Locally Relevant Influencers  Broader Usage Rights  Genuine Through The Line Content Generation And Execution  Delivering Our USP Of Fashion + Comfort + Biomechanics  Xennials FROM: FOR SUPERWOMEN TO: MADE FOR LIVING IN THE SHIFT TO INFLUENCER CONTENT
  12. 12. “For Superwomen” to “Made for Living In”: The Approach
  13. 13. 13 DATA COLLECTION ENHANCED AUDIENCE PROFILES CONTENT AFFINITIES AND THEMES Female 64% (i132) 45+ 46% (i108) HHI £50K+ 25% (i113) Uni 55% (i104) Kids 41% (i100) Q1 2018 Female 72% (i140) 45+ 42% (i114) HHI $100K+ 32% (i141) Uni X% (i114) No Kids 51% (i101) Q1 2018 DATA ANALYTICS CLIENT DATA PRODUCT DATA OFFLINE DATA CRM DATA
  14. 14. 14 FINDING THE RIGHT INFLUENCERS AUTHENTIC DIVERSITY A LIFESTYLE THAT IS ATTAINABLE TO THE AVERAGE FOLLOWER Prospecting Toolkit
  15. 15. 15 INFLUENCERS
  16. 16. 16 MULTI-CHANNEL APPROACH SEO CONTENT AFFILIATES DISPLAY PAID SOCIAL PR FITFLOP AUDIENCE ALL CHANNELS MULTI-CHANNEL STRATEGY
  17. 17. 17
  18. 18. 18 PAID RELATIONSHIPS DRIVE ORGANIC INFLUENCER CONTENT
  19. 19. Data Insights and Results
  20. 20. 20 AUDIENCE DATA Female 64% (i132) 45+ 49% (i108) HHI £50K+ 25% (i113) Uni 55% (i104) Kids 41% (i100) Q1 2018 Female 72% (i140) 45+ 42% (i114) HHI $100K+ 32% (i141) Uni X% (i114) No Kids 51% (i101) Q1 2018 Female 73% (i142) 35+ 68% (i120) HHI $100K+ 29% (i134) Uni 54% (i104) No Kids 51% (i101) Female 63% (i129) 45+ 46% (i108) HHI £50K+ 21% (i107) Uni 54% (i104) Kids 41% (i100) Q1 2019 Q1 2019
  21. 21. RESULTS: 2.4m Reach 4x Uplift When Using Influencer Content in Ads vs. Campaign Imagery 250k Unique Clicks 165% ROAS A F F I L I AT E S : O R G A N I C : 11m Instagram Impressions 266k Interactions 158m Facebook Impressions
  22. 22. Thank You!
  • troniman

    Sep. 17, 2019
  • NatalieArney

    Sep. 16, 2019

Hope you enjoyed our talk - if you need them, here are the slides!

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