How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15

•

2 likes•1,468 views

Digiday

Greg Fass from MeUndies' presentation from Digiday's Agency Innovation Camp in Vail, CO - August 24, 2015.

Marketing

WHAT IS
MEUNDIES?
Vertically-integrated designer,
manufacturer and retailer of the world’s
most comfortable underwear and basics
for men and women.
Based in Los Angeles, CA

DISRUPTING
THE
INDUSTRY
Strive to change the way
people think about and
purchase underwear and
basics.

EARNED MEDIA BIG 3
BE AWARE OF YOUR SURROUNDINGS
•  NEWS STORIES
•  TRENDING TOPICS
•  PHYSICAL LOCATION

LOCATION, LOCATION,
LOCATION
BE AWARE OF YOUR
SURROUNDINGS
•  Know what you have in your own
backyard and use that to your
advantage
•  Kylie Jenner’s one Instagram led to our
highest traffic day to date

HASHTAG TRENDING
•  Monitor trending topics in the media
and on social and get involved
•  Creativity is key, irreverence also
helps
–  #Manties
–  Fresh Prince of Bel Air
–  Straight ‘Outta Meme
•  Relevance leads to earned
impressions and larger reach with
little to no spend

NFL PARTNERSHIPS
News stories opened the door for MeUndies
•  Dallas Cowboys Running Back Joseph Randle
•  Seattle Seahawks Running Back Marshawn Lynch

-  Featured on primetime network TV, Radio,
and every major sports media outlet online
from ESPN to USAToday for millions of
earned impressions.
-  If you can create a partnership that is truly
different, it’ll be memorable and you’ll stand
out.
LEARNINGS /
RESULTS

THE STRATEGY
•  A Super Bowl spot costs $4.5M for 30
seconds, $150k per second
•  Through a creative partnership using a hot
topic news story we would be able to
organically get involved at a much lower
indirect cost

RESULTS
•  $40k donated to Fam 1st Foundation (Marshawn’s charity)
•  Combined estimated reach of over 100M impressions through earned
media (sports publications and mainstream publications)
•  Direct traffic doubled
•  Google organic traffic doubled
•  Facebook and Twitter traffic doubled
•  Twitter activity leading up to and during the game garnered well over
4M impressions and thousands of favorites and RT’s

BE NIMBLE
•  News and trending topics move at lightning speed
•  Acting fast is risky, won’t always work but that’s ok
•  Being ambitious and taking risks is part of our philosophy
•  Nearly impossible to plan, but by keeping a close eye on
your surroundings you can create home run partnerships
and campaigns

Christmas is just around the corner and it's a strategically important time of year for churches looking to grow. How should you focus your communications efforts leading up to the big day at your church? Here's a core truth for growing churches when it comes to special days like this: The majority of guests who attend your Christmas services come because someone invites them; therefore, the majority of your efforts need to encourage people to invite their friends. Rather than spinning your tires on efforts that have low probability of returns, focus your attention on encouraging people to invite friends. Below is a collection of ways to get the word out about the good things happening at your church this Christmas season — beyond the normal channels of your announcement time and message. Pick a few of the following tactics that you haven't employed before and commit to trying them this year!

Creative slideshow Terry Barber

Listen, Learn, Earn: We Are Social's Guide to Social Listening

We Are Social Singapore

Chad Martin, VML: Effective social media strategies to build an engagement pr...

Reynolds Journalism Institute (RJI)

In his role at VML, Chad Martin leads the team that develops social strategy, content for platforms and community management for major brands including Sprint, Wendy’s, Gatorade, Kleenex and Major League Baseball Players Association. Prior to VML, Martin worked with and developed social efforts for Shaquille O’Neal, Dwayne “The Rock” Johnson, WWE, UFC, Hilton Hotels, Doubletree Hotels and FOX Sports at Digital Royalty. Martin has developed a specific strategy for brands beginning with business objectives and working thorough all parts of social from developing the voice, to content creation, to community engagement and then to measurement. Social media efforts at VML have won brand teams many awards including Cannes Gold Lions and have even been credited for raising stock prices. Martin is currently the project leader for VML's institutional fellowship at the Donald W. Reynolds Journalism Institute.

USF PresentationNathan Schock

Elevate Your Diversity Good Faith Recruiting Efforts with Digital

Workology

"Not a week doesn’t go by where you hear about an organization who isn’t diverse among their STEM employees, board members or staff in the news. For companies, being diverse is serious business. For companies who are federal contractors, having a strong diversity program is part of their corporate obligations. And for companies who don’t meet those corporate obligations, the result can be costly and time-consuming with settlement costs ranging from $165,000 to $1.8 million not to mention countless audits, meetings and time spent on additional paperwork for alleged violations according to BLR. We will dive into social media, programmatic ad buying and other campaigns guaranteed to help you target diverse candidates and meet your OFCCP hiring benchmarks. Learn how to embrace diversity recruiting focused on the larger business plan and strategy in addition to your federal DOL and OFCCP requirements.

How to integrate social media with customer service, presented by Keith McArthur

SocialMedia.org

What's the value of a 'like' anyway? Sally Falvey, JustGivingJustGiving

Social Media Marketing World 2016 wrap up

Mel Kettle

Amplify Your Year-End Fundraising

Pursuant

How do you create a year-end campaign that stands out from every other organization soliciting donors at the same time? That’s the question we’ve set out to help you answer in this webinar. We unpack some of the most valuable strategies for engaging and cultivating donors at year-end. This webinar will help you to discover how you can leverage innovative ideas and proven best practices we’ve learned at Pursuant to create an effective year-end campaign.

Helping out the humane society

Christine Mongrain

Coldwell Banker Real Estate: Winning with WINtegration, presented by Lindsay ...

SocialMedia.org

In her SocialMedia.org Member Meeting case study presentation, Coldwell Banker Real Estate’s Senior Manager of Media Engagement, Lindsay Listanski, talks about how they combined the forces of their social, digital, advertising, and PR teams to create an incredibly successful campaign. Lindsay takes us step-by-step through the #HomeRocks campaign and shares some helpful social media marketing advice based on their results.

Womens Day Inspiration, 2018

Bronwyn Hesketh

Social Media Survival Strategies for the Small Shop Fundraiser

Julia Campbell

Are you spending your days creating content for every social media imaginable — and getting very little in return? Plan to join us for today’s free Motivate Monday session, Social Media Survival Strategies for the Small Shop Fundraiser. Julia Campbell, social media marketing expert and author of Storytelling in the Digital Age: A Guide for Nonprofits joins Pamela Grow to share real world strategies you can start using now.

Fixing filterfailure novasxsw13_deckv3Nova Spivack

The Power of Social Proof

Social Media for Nonprofits

Did you know that 8 out of 10 donors say that online reviews influence their giving decision? If you are a great nonprofit waiting to be discovered, build social proof around it by putting it in front of the right early supporters and create marketing campaigns designed to be shareable. Use it to find new supporters and remind existing supporters why they made a smart choice. In the age of the social web, social proof is the new marketing.

Using Social Media to Create Impact - 2014

Ganeemathullah Bhaurdin

Social media audit by William Rand

William Rand

The New Rules of Marketing: Paid, Owned and Earned

Good Grains

Zack Swire of SWIRE & eGood, and Chelsea Segal of Targetwise share their stories and insights (+ learnings from influential voices that inspire them) on 'The New Rules of Marketing: Paid, Owned and Earned'. Understanding your story, your why and your purpose must come first. Then, you can work to be more effective at amplifying your marketing message with the right media mix, maximizing the success of media dollars, and cutting through the clutter to drive your business.

Real time online marketingSaffire

What's hot

Social Media & Public Benefit

MWKnows.com

Social Media For Irish Fashionista Business Owners

Maryrose Lyons

10 Last-Minute, Low-Cost Christmas Promotion Strategies For Your Church

unseminary

Creative slideshow Terry Barber

Listen, Learn, Earn: We Are Social's Guide to Social Listening

We Are Social Singapore

Chad Martin, VML: Effective social media strategies to build an engagement pr...

Reynolds Journalism Institute (RJI)

USF PresentationNathan Schock

Elevate Your Diversity Good Faith Recruiting Efforts with Digital

Workology

How to integrate social media with customer service, presented by Keith McArthur

SocialMedia.org

What's the value of a 'like' anyway? Sally Falvey, JustGivingJustGiving

Social Media Marketing World 2016 wrap up

Mel Kettle

Amplify Your Year-End Fundraising

Pursuant

Helping out the humane society

Christine Mongrain

Coldwell Banker Real Estate: Winning with WINtegration, presented by Lindsay ...

SocialMedia.org

Womens Day Inspiration, 2018

Bronwyn Hesketh

Social Media Survival Strategies for the Small Shop Fundraiser

Julia Campbell

Fixing filterfailure novasxsw13_deckv3Nova Spivack

The Power of Social Proof

Social Media for Nonprofits

Using Social Media to Create Impact - 2014

Ganeemathullah Bhaurdin

Social media audit by William Rand

William Rand

What's hot (20)

Social Media & Public Benefit

Social Media For Irish Fashionista Business Owners

10 Last-Minute, Low-Cost Christmas Promotion Strategies For Your Church

Creative slideshow

Listen, Learn, Earn: We Are Social's Guide to Social Listening

Chad Martin, VML: Effective social media strategies to build an engagement pr...

USF Presentation

Elevate Your Diversity Good Faith Recruiting Efforts with Digital

How to integrate social media with customer service, presented by Keith McArthur

What's the value of a 'like' anyway? Sally Falvey, JustGiving

Social Media Marketing World 2016 wrap up

Amplify Your Year-End Fundraising

Helping out the humane society

Coldwell Banker Real Estate: Winning with WINtegration, presented by Lindsay ...

Womens Day Inspiration, 2018

Social Media Survival Strategies for the Small Shop Fundraiser

Fixing filterfailure novasxsw13_deckv3

The Power of Social Proof

Using Social Media to Create Impact - 2014

Social media audit by William Rand

Similar to How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15

The New Rules of Marketing: Paid, Owned and Earned

Good Grains

Real time online marketingSaffire

Real-Time Online Marketing - ARCSaffire Events

Connecting the Dots - CDN July 2015

Michelle Kershner

Loading Docs Presentation 2016Nicollette Newport

NY Jewish Teen Program Social Media Boot Camp (Day 1)

Lisa Colton

Effective Social Media Managment to Drive Engagement and Participation

David Wesson

NACDA ICLA June 13, 2013 PresentationBuzzMgr

MAKING THE CASE FOR COMMUNITY DEVELOPMENT

Michelle Kershner

Facebook Traffic + Growing Your Thought Leadership

Brian Carter

Exponentially Grow w/ Online Marketing TESSaffire

08917 netconnect presentation_15_junev2Lisa Harrison

Marketing & Social Media Workshop

Darryll Stinson

Marketing & Social Media Workshop

Darryll Stinson

How To Pave The Way For a Successful #GivingTuesday

Bloomerang

Digital campaign.pptx

Harriet Wild

The Social Experience. Grow your personal brand, engage with your audience an...

Gina Lednyak

@Home Chicago Social Media Boot Camp

Lisa Colton

Mr. Pepper Marketing Presentation

Mr Pepper Marketing

Online Marketing for Dummies TESSaffire

Similar to How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15 (20)

The New Rules of Marketing: Paid, Owned and Earned

Real time online marketing

Real-Time Online Marketing - ARC

Connecting the Dots - CDN July 2015

Loading Docs Presentation 2016

NY Jewish Teen Program Social Media Boot Camp (Day 1)

Effective Social Media Managment to Drive Engagement and Participation

NACDA ICLA June 13, 2013 Presentation

MAKING THE CASE FOR COMMUNITY DEVELOPMENT

Facebook Traffic + Growing Your Thought Leadership

Exponentially Grow w/ Online Marketing TES

08917 netconnect presentation_15_junev2

Marketing & Social Media Workshop

How To Pave The Way For a Successful #GivingTuesday

Digital campaign.pptx

The Social Experience. Grow your personal brand, engage with your audience an...

@Home Chicago Social Media Boot Camp

Mr. Pepper Marketing Presentation

Online Marketing for Dummies TES

Recently uploaded

Digital Marketing Trends - Experts Insights on How

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

15 ideas and frameworks on the art of storytelling

Aatir Abdul Rauf

Generative AI - Unleash Creative Opportunity - Peter Weltman

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Core Web Vitals SEO Workshop - improve your performance [pdf]

Peter Mead

Top digital marketing institutein noida

aditisingh6607

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

May 2024 - VBOUT Partners Meeting Group Session

Vbout.com

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

offisadizayn

[Google March 2024 Update] How To Thrive: Content, Link Building & SEO

Search Engine Journal

March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results. How did your website fare? Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape. You’ll learn: - How to create content that is valuable to users (not just search engines) using E-E-A-T. - How to build links that can boost rankings and withstand algorithm updates. - Best practices for content creation and link building so you can thrive during algorithm updates. With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility. Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies. Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success. Check out this webinar and unlock the secrets to thriving in the new Google era.

Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

Demandbase

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

Search Engine Journal

Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented. So how do you effectively navigate distributing and tailoring your content across these various touchpoints? Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges. You’ll learn: - How today’s users engage with content across various channels and devices. - The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant. - What digital shelf space is and how your content strategy needs to pivot. With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

5 Big Bets for 2024 - Jamie A. Lee, Stripes Co

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

BalmerLawrie

SMM Cheap - No. 1 SMM panel in the world

smmpanel567

Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.

Coca Cola Branding Strategy and strategic marketing plan

Maswer Ali

De-risk Your Digital Evolution - Hannah Grap

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.

Recently uploaded (20)

Digital Marketing Trends - Experts Insights on How

15 ideas and frameworks on the art of storytelling

Generative AI - Unleash Creative Opportunity - Peter Weltman

Core Web Vitals SEO Workshop - improve your performance [pdf]

Top digital marketing institutein noida

Winning local SEO in the Age of AI - Dennis Yu

May 2024 - VBOUT Partners Meeting Group Session

Winning local SEO in the Age of AI - Dennis Yu

Offissa Dizayn - Otel, Kafe, Restoran Kataloqu_240603_011042.pdf

[Google March 2024 Update] How To Thrive: Content, Link Building & SEO

Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

5 Big Bets for 2024 - Jamie A. Lee, Stripes Co

BLOOM_May2024 (r). Balmer Lawrie Online Monthly Bulletin

SMM Cheap - No. 1 SMM panel in the world

Coca Cola Branding Strategy and strategic marketing plan

De-risk Your Digital Evolution - Hannah Grap

How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15

1. BIG BRAND EXPOSURE WITH A “START-UP” BUDGET THROUGH EARNED MEDIA

2. MEUNDIES? Who is

3. WHAT IS MEUNDIES? Vertically-integrated designer, manufacturer and retailer of the world’s most comfortable underwear and basics for men and women. Based in Los Angeles, CA

4. DISRUPTING THE INDUSTRY Strive to change the way people think about and purchase underwear and basics.

5. EARNED MEDIA BIG 3 BE AWARE OF YOUR SURROUNDINGS •  NEWS STORIES •  TRENDING TOPICS •  PHYSICAL LOCATION

6. LOCATION, LOCATION, LOCATION BE AWARE OF YOUR SURROUNDINGS •  Know what you have in your own backyard and use that to your advantage •  Kylie Jenner’s one Instagram led to our highest traffic day to date

7. HASHTAG TRENDING •  Monitor trending topics in the media and on social and get involved •  Creativity is key, irreverence also helps –  #Manties –  Fresh Prince of Bel Air –  Straight ‘Outta Meme •  Relevance leads to earned impressions and larger reach with little to no spend

8. NFL PARTNERSHIPS News stories opened the door for MeUndies •  Dallas Cowboys Running Back Joseph Randle •  Seattle Seahawks Running Back Marshawn Lynch

9. JOSEPH RANDLE

10. -  Featured on primetime network TV, Radio, and every major sports media outlet online from ESPN to USAToday for millions of earned impressions. -  If you can create a partnership that is truly different, it’ll be memorable and you’ll stand out. LEARNINGS / RESULTS

11. MARSHAWN LYNCH

12. THE STRATEGY •  A Super Bowl spot costs $4.5M for 30 seconds, $150k per second •  Through a creative partnership using a hot topic news story we would be able to organically get involved at a much lower indirect cost

13. RESULTS •  $40k donated to Fam 1st Foundation (Marshawn’s charity) •  Combined estimated reach of over 100M impressions through earned media (sports publications and mainstream publications) •  Direct traffic doubled •  Google organic traffic doubled •  Facebook and Twitter traffic doubled •  Twitter activity leading up to and during the game garnered well over 4M impressions and thousands of favorites and RT’s

14. BE NIMBLE •  News and trending topics move at lightning speed •  Acting fast is risky, won’t always work but that’s ok •  Being ambitious and taking risks is part of our philosophy •  Nearly impossible to plan, but by keeping a close eye on your surroundings you can create home run partnerships and campaigns

How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15

Similar to How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15 (20)

More from Digiday

More from Digiday (20)

Recently uploaded

Recently uploaded (20)

How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15