This document provides tips for boosting brand and product discovery through a diversified paid social strategy for the 2020 holiday season. It recommends diversifying across platforms like Facebook, Instagram, Pinterest, Snapchat, and TikTok to meet shoppers where they are increasingly shopping online. Specific tactics discussed include using dynamic ads, catalog retargeting, augmented reality, and leveraging user-generated content. Testing new strategies and creative elements ahead of Q4 is advised to inform the ultimate marketing mix. The document emphasizes reducing friction in the online shopping experience and bringing an immersive in-store feel to the digital environment.

1. Boost Brand & Product Discovery with a Paid
Social Diversification Strategy
Conquering Q4: A Holiday Planning Series for Marketers

2. Today’s Timeline | Paid Media
Conquering Q4: A Holiday Planning Series for Marketers
3 days. 11 sessions. 21 digital marketing experts.
TINUITI & TEADS PRESENTS:
5 Top Tips to Leverage Video
for a More Effective Q4 Display
Strategy
TINUITI PRESENTS:
Q4 Google Search & Shopping
Best Practices For Advanced
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11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST10:45 – 11:00am PST
TINUITI & ASPIRE IQ PRESENTS:
Boost Brand & Product Discovery
with a Paid Social Diversification
Strategy
TINUITI PRESENTS:
How to Build Your Perfect Q4
Marketing Mix for a Holistic
Holiday Strategy

3. Today’s Speakers
Lize Keefer
Paid Social Specialist
Magda Houalla
Director of Marketing
Strategy

4. 4
1. Why diversify on paid social?
2. Highest growing categories in eCommerce
3. New ways to tap into social commerce
4. Testing into Q4 Strategy
Agenda

5. Poll Question
What social platform are you planning to invest most of your
media budget in Q4?
● Snapchat
● TikTok
● Facebook & Instagram
● Pinterest

6. 6
Diversify Your Paid Social Strategy

7. Why Diversify on Paid Social?
7
● Increased reliance on ecommerce, especially
within Gen X and Boomers.
● On average 85% of people globally are shopping
online. COVID-19 has accelerated the increasing
digital growth trend, particularly encouraging older
generations to embrace ecommerce
● Meet your shoppers where they are... at home!
Over the holiday season, 43% of people surveyed
saying they expect to shop online more frequently
due to COVID-19
2,3,4. “Coronavirus Research April 2020” by GWI, April 2020.
Generational age bands: Gen Z (16-23), Millennials (24-37), Gen X (38-56), Boomers (57-64)

8. With US retail spending down 10.5% in 2020, eCommerce
sees significant growth
8
In 2020 US ecommerce
sales will surge 18.0%,
while brick-and-mortar retail sales
will experience a historically
significant decline of 14.0%
Source: https://content-na1.emarketer.com/us-ecommerce-by-category-2020?ecid=dfda7bcd4b86471fba0d362c1f4a962e

9. Source: https://content-na1.emarketer.com/us-ecommerce-by-category-2020?ecid=dfda7bcd4b86471fba0d362c1f4a962e
Books, music, and video will be
the most penetrated category for
ecommerce this year at 62.7%,
the first retail category to become an
ecommerce majority.
9
Health, personal care and beauty sales
are up 106% in 2020

10. Considerations in setting yourself up for success
with Q4 eCommerce strategy
10
● With increased concern about shipping delays, consumers will
look to get their holiday shopping out of the way early, or
look to pick up at curbside
● 73% of shoppers in North America doing holiday shopping on
a mobile device experienced problems
○ Brands will need to reduce friction across the path to
purchase on site, and tap into shoppable ad formats
● As people spend more time at home, they are focusing on
learning new skills like cooking and crafting, as well as
finding new ways to improve their homes

11. Consider the message around the purchase journey during
the holidays
11

12. Place greater emphasis on social listening to tailor your
messaging for the consumers priorities
12
#stayhome: 43.6 million
#readingtime: 1.8 million
#breadmaking: 737k
#remotework: 767k
#cookingathome: 1.5 million
#homeworkout: 5.1 million

13. Tap into the current climate by using social
commerce across multiple platforms
13
What is social commerce?
● Social commerce can include the ability to checkout
directly within each platform or be a collection of
products hosted within the social network
● Most social commerce support is currently available
through organic means
● But paid opportunities, such as product-focused ads
across most platforms, are becoming more prevalent
going into Q4
Source: https://www.searchenginejournal.com/start-using-social-commerce/371741/?utm_source=sej-feed#close

14. Nearly 50% of Pinners globally say they want help
from brands taking the holidays to the “next level”
14
● 3x increase in searches for “Christmas gift ideas”— 8 months
before December.
● 83% of weekly Pinners have made a purchase based on content
they saw from a brand on Pinterest
● Year over year, Pinterest saw a 125% increase in ‘Christmas
door decorations’
○ People may not be able to take to the streets for caroling
this year, but they can use their front doors and home
decor to express creativity and holiday cheer
Source: Pinterest Holiday Planning Guide

15. Brands will need to connect with shoppers who can’t
make it to the store
15
● They’ll miss going to stores, malls
and holiday markets to window
shop for inspiration
● They’re concerned with logistics
like shipping speeds, delivery
dates and customer support
● They’re more likely to treat
themselves this year. They’re
shopping for a me-gift

16. How are shoppers using Pinterest:
16
Opportunity across industries to reach your customers where they
are as they are searching for trending categories
● Health and Wellness: home bodyweight workout (+205%), home
workouts, no equipment (+329%), self care at home (+332%)
● Parenting: work from home with the kids (+1657%), home games for
kids (+331%)
● Food: yeastless bread recipes (+4400%), bread in a crockpot
(+3191%)
● Beauty / Personal Care: home hair cuts (+417%), homemade
eyebrow wax recipe (+321%)
Pinterest to Shop Pinterest for Inspiration
89% of US Pinners see Pinterest as a
path to shop
● 47% log on specifically to shop
and find new products
● Paid pins are now tap to site, thus
reducing friction when going from
site to PDP

17. Pinterest enhances eCommerce tools
through dynamic ads and the Shop tab
17
● Format and upload your catalog of products to Pinterest
● Create product groups by organizing similar products
together, and distribute on your organic page
● Retarget users who have visited your site or find
prospective customers
● Measure performance & optimize!
Dynamic Ads

18. Pinterest enhances eCommerce tools
through dynamic ads and the Shop tab
18
Snap and Shop
● New commerce feature “snap and shop” allows
Pinners to search Pinterest with the snap of a photo
● Shoppable Pins are shown via brands’ product feed,
based on the in-stock products identified in that image.
● Every Product Pin links directly to the checkout page on
the retailer's site.
https://newsroom.pinterest.com/en/post/shop-with-your-camera-pinterest-launches-shop-tab-on-lens-visual-search-results

19. Snapchat delivers efficient CPMs with new commerce
products
20+ Opens
daily of app by DAUs
30+ Minutes
users spend on
Snapchat daily
Engage GenZ and Beyond with Higher
Growth in Older Snapchat Users
21%
33%
26%
20%
13-17 18-24 25-34 35+
103M
DAUs in
North America

20. Elevate eCommerce strategy with dynamic ads on Snapchat
Functionality
Leverage your catalog to create a variety of dynamic ads with
prebuilt template
Optimization
Can be optimized for a variety of events (i.e. conversions, view
content, add to cart, or checkout)
Catalog
Currently, the catalog can only contain up to 10,000 line items (or
rows) within the csv file and can be created via a data feed sync
Creative Utilize a mix of curated assets and the catalog to create highly
engaging collection units
Audiences
Prospecting: Show relevant products to prospective customers
even if they haven't visited your website
Retargeting: Reach people who have already visited your website

21. TikTok has a highly engaged & expanding demo
Reach Users Who Aren’t Elsewhere
Percentage of unduplicated users
81+
Minutes/day on
app*
16+
Times a user
opens app/day
54MM
MAU in the United
States
66%
Of users are ages
13-24
20%
Of users are ages
35-44
Standard Ads
Brand
Takeover
Top
View
In-Feed
Ads
Content Ads
Branded
Hashtag
Challenge
Branded
Effect
Marketing Objective
Awareness
Consideration
Interaction
Conversion
Loyalty
Growth
TikTok Creator MarketplaceCreator
Collaboration

22. 20%
Of users are ages
35-44
43%
of TikTok users are not on
Instagram
➔ Why is TikTok the app of choice?
◆ Feel good, positive content
◆ No pressure to curate a “feed
aesthetic”
◆ Unlimited creative freedom
➔ How does content go viral?
◆ The app encourages user generated
content vs. just user engagement
◆ Branded hashtags catch on quickly and
many brands see millions of pieces of
UGC created once a trend goes viral
◆ Go viral with paid or organic content
TikTok effectively tells stories through relatable and
community generated content

23. Capture users attention with call to action button on in-feed
video
In Feed Videos
● 5-15 seconds long, full-screen, clickable
& sound on video
● Combination of sound and full-screen
have driven CTRs around 1 - 3%

24. TikTok is actively expanding eCommerce offerings
ALPHA:
Dynamic Product Ads
Product Catalog Retargeting Auto-template
Serve relevant product
ads based on an
integrated product
catalog
Retarget potential
users who viewed
products without
purchasing
Automatically turn
your product images
and creative into short
videos.
● Run dynamic product ads ads as app retargeting or app install campaigns during
● App install campaigns will show relevant product(s) using signals from the feed and
historic performance
● Can be optimized for conversions (i.e. view content, add to cart, or checkout)
● Currently, the catalog can contain approximately 10K SKUs but should increase rapidly
Initial sample templates

25. Don’t make ads. Make TikToks.
Create for mobile
(vertical & short)
Create content for the platform (Don’t
just repurpose Instagram stories)
Use humor and add music!
Keep it real & unpolished

26. In response to closed retail stores, Instagram
rolls out new commerce tool ‘Instagram Shops’
26
● Shops are an immersive fullscreen storefront that
enable businesses to build their brand story and drive
product discovery — all in a native shopping
experience.
● Once users are at the shop, they can browse
products, explore collections, and purchase
products — seamlessly through our in-app browser or
without leaving the app from shops with checkout
● Access to Instagram Shops product is limited to
qualifying brands, but is in the process of being rolled
out more broadly
Source: https://business.instagram.com/blog/introducing-shops-on-instagram

27. Augmented reality ads on Facebook makes
testing products easy
27
Help people “try” before they buy
● Facebook’s AR camera effects can help
people interact with your products in
Instagram and Facebook ads
● When someone taps on your ad on the
mobile News Feed, a visual overlay tells
them how to interact with your product,
brand or effect
● Include a call to action to encourage
them to make a purchase or visit your
website to learn more

28. Bring the In-store Experience Online through Gift Guides
28
● Walmart, Target and other big retailers have
announced store closures for Black Friday
2020, shoppers will depend on online shopping
even more this season
● Brand should strive to make make online
shopping feel like real-life shopping
○ Prep your users for online shopping with
gift guides in diverse ad formats such as
collection units
○ Provide clear information on online
shopping, covering topics such as making
safe online payments and delivery/returns
policies

29. Leverage community sourced content
across all platforms
29
● Offer the ultimate social proof to your target consumers by
leveraging content that will resonate with them the most -
content created by your community of influencers, customers,
fans, thought leaders, and even employees!
○ Brand saw a 35% higher CTR and 60% lower CPA when
leveraging IGC for paid Facebook ads
○ When used on site: Average of 241% lift in TOS, 141%
conversion lift, 15% AOV lift
○ When lifestyle content is used on retailer’s PDP, they see
a 4x lift in conversions for those products
○ Brand saw 13% lift in click-through rates when
community sourced content was used in email

30. Don’t Forget To Think Long Term:
30
● Lean into your loyalists to support holiday sales
as well as nurture long-term relationships to
increase customer LTV
● Incentivize shoppers today with pre-holiday
discounts for those with products in their cart
○ Leverage personalized email or SMS to
drive consumers back to site
● Recognize “need” vs. “want” shopping this
holiday season, and test messaging to appeal
to both types of shoppers
Six in ten customers expect
brands to show them loyalty in
return for business during the
holidays
Consider points/reward perks, free gifts
with purchase, etc...

31. Leverage those
results in your Q4
paid social
strategy!
Set yourself up for holiday testing success
31
1. Create a brief so the team is aligned on what is being
tested & what you hope to learn
2. Align on how success will be measured
3. Decide on timeline, deadlines and output
4. Plan your budget to understand the total investment
5. Develop creative assets that convey your message and
relate to your audience
For optimal set
up, use split
testing
methodology to
generate clean
results.
Run your test for a
minimum of a week
and align on a
budget that will
provide statistically
significant results.

32. Inspiring test design
32
Testing Setup Audience Testing
Focus on a measurable
hypothesis or question you
want to answer
Single Variable: Be sure to
leverage single variable
testing prior to Q4 to
understand which element
drives performance
A/B Test: Where possible,
leverage split testing tools to
create true experimental and
control groups
Duration: Ensure your test
runs for at least 7 days , or
longer based on conversion
cycle
Budget:
xxx: xxx
xxx: xxx
Creative Testing
Consider new creative
elements to test:
● Copy variations
● Different ad types
● Lifestyle vs. studio or
using illustration, test
into motion and text
overlays

33. Key Takeaways
● With more users shopping online than ever
before, bring the in store experience to your
eCommerce strategy with vivid product imagery
to replicate the in-store experience
● Drive more efficient front end costs and reach
new shoppers by diversifying your paid social
strategy and leveraging eCommerce tools on
multiple platforms
● Reduce friction across the digital and physical
path to purchase by making online shopping a
seamless experience
● Magda!

34. Schedule Your 1:1
Strategy Evaluation

35. Live Q&A
Lize Keefer
Paid Social Specialist
Magda Houalla
Director of Marketing
Strategy

36. THANK YOU!