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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
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
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 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
 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 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
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 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
 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
“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% (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
FINDING THE RIGHT INFLUENCERS
AUTHENTIC
DIVERSITY
A LIFESTYLE THAT IS ATTAINABLE
TO THE AVERAGE FOLLOWER
Prospecting Toolkit
15
INFLUENCERS
16
MULTI-CHANNEL APPROACH
SEO CONTENT AFFILIATES DISPLAY PAID SOCIAL PR
FITFLOP AUDIENCE
ALL CHANNELS
MULTI-CHANNEL STRATEGY
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% (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
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
Thank You!

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How to Own Influencer & Content Campaigns with Authentic Relationships

  • 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 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. OUR GOAL IS TO REDEFINE THE “FIT” IN FITFLOP FOR OUR NEXT DECADE OF GROWTH, WITH A CONSUMER-FIRST, DIGITAL FIRST APPROACH
  • 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  7 Influencer Agencies  Direct Relationships  Always-on Approach  16 Campaigns  354 Global Influencers INFLUENCERS
  • 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. The shift to influencers
  • 8. 8 INFLUENCER MARKETING: THEN + NOW BloggersProduct Placement Influencers
  • 9. 9 INFLUENCER MARKETING: THEN + NOW INFLUENCER MARKETING LANDSCAPE IS CONSTANTLY CHANGING
  • 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  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. “For Superwomen” to “Made for Living In”: The Approach
  • 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 FINDING THE RIGHT INFLUENCERS AUTHENTIC DIVERSITY A LIFESTYLE THAT IS ATTAINABLE TO THE AVERAGE FOLLOWER Prospecting Toolkit
  • 16. 16 MULTI-CHANNEL APPROACH SEO CONTENT AFFILIATES DISPLAY PAID SOCIAL PR FITFLOP AUDIENCE ALL CHANNELS MULTI-CHANNEL STRATEGY
  • 17. 17
  • 18. 18 PAID RELATIONSHIPS DRIVE ORGANIC INFLUENCER CONTENT
  • 19. Data Insights and Results
  • 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. 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

Editor's Notes

  1. - Talk about crimson affinities insights!