Cost Effective Vine Campaigns To Reach Millions
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Last year, Danny Gavin, VP & Director of Marketing for Brian Gavin Diamonds, was tasked to find a cost effective method to compete with established online and local competitors through the use of social media that would establish brand identity, increase web traffic and increase sales. With the increased buzz surrounding emerging social platforms, Danny decided to foray into the world of Vine, a short-form, video-sharing service hardly touched by jewelry companies. With the help of some of the world’s top ‘viners’, Danny and his team rolled out an integrated marketing campaign, producing sparkling results right from the get-go, generating over a million viewings in the first few weeks. In this session, Danny will explore the steps to his campaign's success, including: • How to create a big splash using social • How to produce content that works on Vine • How to judge the success of a Vine campaign
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Cost Effective Vine Campaigns To Reach Millions
- 1. Session Title DANNY GAVIN Vice President, Director of Marketing Brian Gavin Diamonds How a Custom Jewelers' Creative Vine Campaign Reached 6 Million Loops
- 2. Danny Gavin Vice President, Director of Marketing Brian Gavin Diamonds @dannygavin
- 3. About Brian Gavin Diamonds customers
- 5. Jewelry Suppliers Big box retailers Department Stores Ecommerce Stores Chain Jewelry Stores Local Jewelry Stores How can we compete with our established online and local competitors?
- 6. 2010 What would be next? Innovation Timeline 2011 2012 2013 2014
- 7. We needed a cost- effective method that could help us stand out amongst the competition.
- 8. We needed a cost- effective method that could help us stand out amongst the competition.
- 9. Social network Short-form video sharing
- 10. When entering new territory, reach out and work with experts in the field
- 11. 1 Don’t oversell Vine strategies
- 12. 1 2 Don’t oversell Be true to the platform Vine strategies
- 13. 1 2 3 Don’t oversell Be true to the platform Be timely and relevant Vine strategies
- 14. 1 2 3 Don’t oversell Be true to the platform Be timely and relevant Distill4 Vine strategies
- 15. 15 Ideally images have no borders or background
- 16. 16
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- 23. With nearly 450k loops in a week, this ad gets straight to the point. It uses stop motion and special effects to not only amaze the viewer, but tug at those emotions of happiness and nostalgia that an engagement ring can bring. “ ”Andy Smith, reelseo.com
- 24. 24 Results – Vine What You Need to Understand: Compared to your average 30 second commercial, an individual watches one Vine 4 – 5 times. ! 8.8 million vine loops Approx. 2.18 million views
- 25. Results – Email with Vine- related content What You Need to Understand: Vine content can be and should be repurposed across all of your marketing channels. 23% increase in Open Rate 1,241% increase in CTR !
- 26. What You Need to Understand: There are no direct links in the Vine platform! Results – Website 13% YOY increase in total traffic* 20% increase in direct traffic** *Q1 2015 vs. Q1 2014, **H2 2014 vs. H1 2015
- 27. Results – Brand Positioning
- 28. Results – Recognized in best of 2014 campaigns #1 #2
- 29. Don’t be afraid to embrace new platforms, even if the road is unpaved before you.
Editor's Notes
- SAMPLE MODERATOR QUESTION: Tell us about your role in the company and how you and your company are trying to serve your customer.
- SAMPLE MODERATOR QUESTION: What was your transformational moment?
- SAMPLE MODERATOR QUESTION: What was your transformational moment?
- SAMPLE MODERATOR QUESTION: What was your transformational moment?
- SAMPLE MODERATOR QUESTION: What was your transformational moment?
- SAMPLE MODERATOR QUESTION: What was your transformational moment?
- SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results – for this session, we’re only focused on one aspect of that campaign – let’s talk about that
- SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results – for this session, we’re only focused on one aspect of that campaign – let’s talk about that
- SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results – for this session, we’re only focused on one aspect of that campaign – let’s talk about that
- http://www.jckonline.com/blogs/cutting-remarks/2014/12/24/my-10-favorite-jewelry-promotions-2014