1. Organic
INFLUENCERS
on social media

2. “I think what’s so interesting for people is that I
don’t take it so seriously and yet I am still
immersed in the [fashion] industry,”
ManRepeller
Challenging Hierarchiees in High Fashion
Strongly digital and desire to stay away from traditional print media
Accelerating own career via dynamic, evolving digital channels

3.
More and more, brands are forgoing
traditional methods of PR and media –
reaching out instead to online
influencers to harness their viral
influence, widely & not organically
disseminate the brand message, & reach
otherwise inaccessible targets. Front row
seats- & feedback online from these
influencers almost as crucial as the
front-row shows that they’re invited to
Power of the Online Influencers

4. real characters don’tneedScripts

5. Voice= Personal not coerced &
explcitly marketing a brand, product, service, or
name
Currated and created by
‘real’ voice

6. Relatable
OrGaNiC CoNTENT generates deeper
trust & wider engagement/response than
Internal / brand created contentı
influencer- created content, presented in a storytelling format over
multiple posts, generated far more content than any digital marketing
materials created internally by the brand. ı

7. Rising Talent- creating own content
young adults watch significantly more online video than do their elders,
according to Nielsen. In the first quarter of 2014, consumers aged 18-24 viewed
2 hours and 28 minutes of online vids per week —
“hanging out and getting drunk and
making silly videos [jenna marbles]
Executing ideas & social interaction rather
than scripted response

8. New Brand Story-Tellers
Shift from product to participation

9. “We’re moving from a knowledge
economy that was dominated by
technology, into an Experience economy
controlled by consumers & the
corporations who empathize with them.”
{Bloomberg}

10. The BLOGGERS:
nothing
intangible but influential

11. Core characteristics of ‘good’ blogger
1. trustworthiness (the perception that
bloggers were not being influenced by outside sources,
such as companies)
2. expertise (the perception that certain fashion
bloggers were experts on fashion, choosing only the
best pieces of information to share with their readers)
3. authenticity (the perception that the blogger’s
persona was similar in both the online and offline
environment), and
4. personal relevance to the readers (the
participants all responded positively to blogs that
they could personally relate to.
Ie accessible both in
personality & in price/
lifestyle choices

12. Emphasis on Lived experiences &
active participation
Experiencing the world through the
‘haptic’ – through touch, not just
through the skin, but touching it
through other senses-‘touching with
our eyes, our gaze, our sense of smell
and “touching it with your mind”
“We can never really touch the
present because as soon as it is here,
it is gone”
{Brazilian artist, Ernesto Neto}
mixing the sensorial with the
cerebral scale variations from
the miniscule to the vast

13. “Storytelling drives engagement:
Through
MEMORABLE,RELATABLE,& emotionally
compelling NARRATIVES
Break down complexity into easily digestible forms of information via
anecdotal structure.
“Storytelling Is always the art of retelling Stories” {Walter
benjamin}

14. The natural process of story means that unlike pure
data, the story has greater potential to be
stored in memory, integrated into
experience, and recalled in some form at
a later date.

15. I believe we make stories because we have to
Create a World in which we can live.
Anais Nin
“I could not live in any of the worlds offered to me —
the world of my parents, the world of war, the
world of politics. I had to create a world of my own,
like a climate, a country, an atmosphere in which I
could breathe, reign, and Recreate myself
when destroyed by living. That, I believe, is the
reason for every work of art.” – Anaïs Nin

16. The Importance
Of the storyteller-
Stories don’t
necessarily need
to be exotic and
mysterious

17. *:Greater Sense of
Perspective – angle of vision
something relatable from existing
everyday experiences.
*

18. “I don’t have the look for
a model or what have
you. I don’t have the
talent for a
photographer,”
“What I’m able to offer is my
personality. That’s what people like
about me”
{BryanBoy, Blogger]

19. And unlike the explicit brand marketing of before,
stories do not force information
“The most extraordinary things,
marvelous things are related with accuracy,
but the psychological connection is not forced on
the reader. It is left up to him to Interpret- the
narrative achieves an amplitude that
information lacks.”
– Walter Benjamin in ‘The Storyteller’

20. Through these social hubs, WOM
gets Really, really Loud
The rise of digital technologies has enabled
consumers to connect and interact with one
another via the Internet, but it has also
encouraged consumers to share their feelings and
opinions on products and organisation
Instead of reaching a small group of people, as with
traditional WOM, consumers can now connect with
thousands of individuals (Owen & Humphery, 2009) via
online discussion boards, social networking websites,
online communities, review websites and blogs

21. Prime time, Online
• 1.4mil views pmonth
{bryanboy}
• Aspirational 4mil views for
glamorai interior design
• Susy lau, style bubble

22. Instagram Influencers & Big Brands- Mutual benefit
(accelerates their careers, maintains their
independence from mainstream media jobs & boosts
brand)
1. Into the gloss & super-innovative warbyy
parker glaasses .
2. Bib ling dj & dubai based party girl/blogger
collab. With pretty ballerinas, LV, Forever 21,
teen vogue
3. Susai lau style bubble- uniqlo, selfridges,
topshop, & urban outfitters as well as
promoting emerging new talent.
4 cupcakes & cashmere- recently signed beauty
deal with estee lauder .

23. Instagram Influencers & Big Brands- Mutual benefit
(accelerates their careers, maintains their
independence from mainstream media jobs & boosts
brand)
Pink peonies’ blog founder, rachel
parcell makes close to 1mil$ per yr
from blog.
4’the new celebrities’, freq
appearing on most influential lists
& best styles.

24. So influential opinion
Leaders working on
collective level –
core part of brand’s diffusion process

25. The creeping spread of the ONLINE
influencers . Game changers & disruptors

26. Sponsored posts, name-dropping
&product placements de rigor in
blogosphere
but for brands, this has huge
potential- brand messaging comes
across as intimate not explicit/
forced advertising
Pixiwoo YouTube” .
PixiwooYouTube”.

27. Trigger engagement in more natural way-
they’re just ‘like us’ vibeà conversations are
Credible. Elle recognized this potential when
they hired an in-house blogger to amp up their
own brand & ‘Bring Life’ to Elle.
Influencers =
amplifiers for a brand
&holdenormouspowertoshapepublicperceptiononabrand–
integralpartofonlineconversations

28.
Prime time Real Estate…Online
* Bryanboy, Style Bubble’s Susie Lau, Fashion Toast’s Rumi Neely,
Kelly Framel of The Glamourai and the Man Repeller have laid
claim to their fashion insider statuses and prime real estate when
it comes to nabbing London & NY Fashion Week front row seats

29. Huge Social Media Presence
More than 142,000 followers on
instagram
Nastygal’s Sophia Amoruso
People more influential than the brands themselves?
“Andy warhol said everyone could have their 15mins of fame, but there’s no reason that can’t last
a lifetime if you have the right tools.” {man repeller}
first launched her store on eBay and
used social media to build her
“unapologetically sexy” brand, now
heads a full-fledged fashion e-retailer
that made $28 million in revenue in 2011

30.
Collaboration with uniqlo: brand tapped into
local tastemaker in US expansion –
musicians, artists, bloggers, chefs.
50K site visits per day.
Online Influencers:
Spread information&
encourage diffuse spread
to wider audience; can
influence decisions and
help new ideas gain
tractionı

31. “A customer is the most important
visitor on our premises, he is not
dependent on us. We are dependent
on him. He is not an interruption in
our work. He is the purpose of it. He
is not an outsider in our business. He
is part of it. We are not doing him a
favour by serving him. He is doing us
a favour by giving us an opportunity
to do so” –
Mahatma
Gandhi

32. fashion blog followers may read blogs to determine which trends
or styles they want to avoid in order to protect their self
concept. By reading a variety of blogs, the blog follower can
identify which groups and trends they do not want to be
associated with. Hence, they can avoid a negative self-concept
in some situations, or in other situations approach a positive
self-concept (Banister & Hogg, 2003).

33. I want Man Repeller to become is a
destination, not just a blog. A place
where women and men and whatever come
to feel empowered by the content. I
don't want it to just be this fashion
blog with cute, funny, quirky pictures.
I want it to be a place for women to
celebrate each other, and female
intellect and that's definitely the next
step I'm taking

34. Powerful, personal, intimate, organic content – according
to research 5-10% online influencers are responsible for
60-80% purchase influence
= significant influence on pre-purchase & post-purchase
consumer behaviour
“opinion leaders represent a powerful group in the
marketplace because they can influence consumers via word
of mouth.”
Zoella: teen vlogger, turned hobby into career, recently collaborated
with UK Superdrug for own product line . More than 7mil YouTube
Subscribersı

35. the similarity between blogger and reader also has an
impact on attitude formation and the decision making
process, beyond just aspirational factors. . & even
though many bloggers used product placement and
accepted free products from companies, the
participants in a recent study did not regard them as
biased because they believed the bloggers would only
blog about products which they believed were good.

36. Therefore Reaching Enormous
Audience through
usEr GENEraTEd
content – sparking
conversation, not telling information

37. Video
Killed the Radio Star

38. Jean Rouch, Camera & Manı
“What are these films & by what weird name shall
we give to distinguish them from the rest? Do they
actually exist? Those rare moments where he can
participate in strange ceremonies, move through a
village, cross places he has never seen yet recognises
perfectly wellı

39. Mastersofselfpromotionandnetworking,seamless
blendbetweenonlineandofflinesocialimportance-
activeengagementthroughconversationwithfan
baseonlineX
The digital disruptors

40. Meet the digital
disruptors
#socialmedia
Create compelling content
“there's no limit to shelf space in the
online world that gives them an
advantage in stores, meaning the fight
might be a little fairer. Consider that
Amazon's top-selling cereal right
now isn't the supermarket leader
Cheerios but a gluten-free brand
of rolled oats
called Bob's Red Mill.” {adage}

41. Explosion of Self-Ethnography
film
“Since young anthropological filmmakers declared that films on
rituals and traditional life were out-of-date, there have never
been so many films depicting "primitive" cultures, and so few
on the problems of development.ı
For example: since the creation of film collectives, there have
never been so many authored films in cinema and human
sciences, and, simultaneously, so much decadence on the part of
filmmakers participating in these collectives.ı
In short, if ethnographic film is attacked, it is because it is in
good health, and because, from now on, the camera has
found its place among man.-” - Jean Rouch On Man
& Moviesı

42. Variety survey on influencer
• “ stars scored significantly higher than traditional celebrities across a
range of characteristics considered to have the highest correlation to
influencing purchases among teens.
• You Tubers were judged to be more engaging, extraordinary and relatable
Looking at survey comments and feedback,
{variety}
“Types not filtered & carefully orchestrated persons unlike typical
Hollywood stars…encouraging unvarnished individualism” – e.g
shane dawson, 12+mil subscribers across his 3 youtube channels
Looking for candid & relatable risk-takers &
Humour helps

43.
Meaning of vlog, less
stylistic/aesthetic criteria. Instead
meaning centres on it as means of
communication, way of connecting/
making communities
New channels of
communication online
‘raw’authentic,natural–editingskillsperceivedauthenticity.,being‘real’/
sincere,bothstylistically/visually,&insentimentofexpression.Realpeoplewith
realflaws,notpolishedperfectionofastagedperformance.

44. A vlog is many things, and different things to different people, but most broadly
it is an expression of a self. Yet this expression is not unbridled. There are
rules and codes in vlogging; whether or not a video follows a set of standards
distinguishes it as either “real” and “sincere” versus “fake,” insincere and
professional — self– and community–centered as opposed to audience– or market–
centered, to frame it another way. Lonelygirl15 succeeded at first because it
was seen as sincere, personal and community–focused and nearly fell apart
after revealing its professional, market–centered intent (it lived on successfully
as an online television show).
1st Monday blog

45.
Vlogging. Auto-Ethnography? New forms of expression,
community, & identity emerging
Exposure to new forms of social interaction & new
avenues for dialogue within & across groups- for
researchers this means being able to push back the
limits of the participative process
Exploring self-presentation, real &imagined audience,
influencers, group dynamics, on stage & off stage
behaviour
Self-presentation through online & offline
multimedia

46. Brands that have an ‘authentic presence’ both on and
offline are those that naturally foster Organic
Growth

47. Brand storytellers

48. Unilever teaming up with Vice: content
channels to target specific demographics
“A different way of working,
recognising this is an audience
that engages with content in a
different way.”
unilever
New ways of working: delivering content
relevant to audience & appropriate for brand

49. To get the message out to a millennial audience,
McDonald’s is also heavily working with social
media vloggers.

50. Using Social media
influencers to Spread
the Word
Mcdonald’s tappedintothisindec2015campaign
–generate‘voices’ofconsumersong,‘Iwishitcouldbe
Christmas’,endswithcalltoactionandmostimportantly,
involvementfromconsumersthemselvestogetinvolved&
participate,addingtheir‘ownvoices’.Alsoappealto
millennialconsumerswith‘cab-i-o-ki’taxicampaign
Shift from low-key to
mass involvement:
“We used to do very low-key festive campaigns that were focused
on food and beverage. This year we wanted to highlight the
broader emotive role that the brand plays in people’s Christmas
journeys. It’s certainly our biggest Christmas campaign yet in
terms of investment.” [McDonald’s]

51. • Disney purchased large Youtube
channel, Maker Studios for 950milı
• Dreamworks animation purchased
Awesomenesstv for 117$milı
Rising Talent- creating own content
“It wasn’t so long ago that establishing unknown talents
required aggressively marketing them in film and TV in
hopes of pumping up box office or ratings. But digital
platforms have flipped the conventional formula on its
head. Online personalities amass an audience first, and
make money after. And what’s more, building that
audience can be done without Hollywood’s
help” {Variety}

52. result of a survey Variety commissioned in July
that found the five most influential figures
among Americans ages 13-18 are all YouTube
faves, eclipsing mainstream celebs including
Jennifer Lawrence and Seth Rogen

53. • Self confessional platform
• Or directed to audience- to gain credentials, popularity,
attention, respect, influence
• Heavily edited vs natural/raw ‘native’
• Satirized role plays/ parodies
• To market self to….no intended audience /’anonymous
blogosphere’ vs. market for explicit purpose [social
popularity, brand endorsement, etc]
vlogging= EMbodiMENT
of YouTube's slogan
“broadcast yourself”

54. Forbes’ top 30 under 30
Pioneers of a new unapologetically personal & intimate generation?
I communicate to my readers and followers as if I’m talking to a friend. I
also share photos of my obsessions, what I experience in a day, etc”- Bryan
Boy
“the tone of the site is very personable, it's
like [my readers are] my best friends.”-
Man Repeller

55. ‘BuildiNG a CoHEsiVE
CoMMuNiTY
&HolisTiC REspoNsE

56. Channeling Online Communities= ı
Organic brand interactionı
Most consumers tend to have a few favorite bloggers,
whom they rely on for tutorials and entertainment.
As a result, when an influencer mentions the same
handful of products on an ongoing basis, it signifies
to her followers a powerful sense of trust

57.
Manrepeller’s Leandra Medini:
10% revenue from online store selling personal
clothing/gifted items; 30% ads, 60% brand
endorsements
“I am probably more monetiasable than the actual site.”

58. “ultimately what I want Man Repeller to
become is a destination, not just a
blog. A place where women and men and
whatever come to feel empowered by
the content. I don't want it to just be
this fashion blog with cute, funny, quirky
pictures. I want it to be a place for
women to celebrate each other,
and female intellect and that's definitely the
next step I'm taking”
the tone of the site is very personable, it's like [my
readers are] my best friends.

59. Inslee haynes:collaborations
with neiman marcus, rachel zoe,
stuart weitzman , huffington
post, elizabeth arden, etc.
SCOTT SCHUMAN OF THE SARTORIALIST
‘TRUE LOVE’ COLLABORATION WITH
TIFFANY’S {ENDLESS LIST OF OTHER
COLLABS. INCLUDE GAP, KIEHLS,
MOSCHINO, BURBERRY}

60.
New Trend Ambassadors
Enormous Appetite for
Beauty on Social Media
over 45,000 non-brand-related beauty vloggers on
YouTube
About 75 hours worth of beauty content is uploaded to YouTube
every day, and makeup how-tos are the most frequently searched
item on the platform, a YouTube rep told Racked. In 2010,
beauty videos on the site averaged 300 million views a month;
as of last year, beauty videos got 700 million views a month.

61. Meaninful Connections means unscripted. Raw, unpolished, crafted not with skill but with
sentiment. {nb especially resonant during holiday times of the year}: ı
&PowEr oF the unscripted
message Carries Over across
categories from BEauTY To
Coca cola- ‘Real moments’ {Not
Scripted, Personalised Moments}ı

62. How mainstream & niche
players are getting closer to
consumers through
experiential marketing,
fostering emotional
connections
SoCial lY INFluENTial
BEauTY BraNds
Brands forging closer
connections with audience by
moving beyond functional
end-result ı
e.g. } ı

63. EMV is Tribe Dynamics’ prescribed metric referring
to the quantifiable dollar amount assigned to
publicity gained through social word-of-mouth
marketing accomplishments.
“Our holistic approach assigns a specific dollar
value to each respective form of content based on
the perceived value of each to brands within the
industry, as it pertains to establishing ongoing
relationships with influencers.” {tribe dynamics]
NEw MEasurEs
oF ValuE

64. & this means
longer-term
sustainable growth
& lifelong fans

65. Prestige vs. mass
brands
Cultivating meaningful
relationships & communicating
in conversation, especially
with emotionally invested
brand ambassadors
-Soap & glory higher rating {tribe} over
mass leaders like clinique for earned
media rating
-64% difference between prestige/small
and mass earned media rating
-top channel users are estee lauder, olay,
dove, neutragena & soap & glory across
different online channels {youtube,
instagram, etc}

66. SoCial MEdia
EMV = EARNED MEDIA VALUEı
Key driver for beauty category in
2015 [tribe dynamics]

67. Meaningful
CoNVErsaTioNs

68. • LUSH: INVITED INFLUENCER & animal welfare fans S
TO CONCOTE OWN PRODUCTS
• KIEHL’S TOOK BLOGGERS ON LUXURY YACHT FOR SKIN
SPA PAMPERING- RESULT WAS AMBASADORS SEEMLESSLY
INTEGRATED PRODUCT REFS INTO THEIR ‘DAY IN THE LIFE
OF’ STYLE POSTS AND let many see brand as
aspirational as well as building strong
emotional attachment to its community, with
many of the influencers continuing to use &
feature kiehl’s products after the activity was
over
ENGaGiNG wiTH
Influencers

69. It’s a mix of finding the right project
and a connection,” she said. “I always
think, ‘Are they going to understand
our visions when we’re working
together?’ I also think about what it is
and if it feels natural in my life. ‘Do I
like this product? Would I wear this?’
It’s very simple actually.”
{garance doré, partner of the sartolialist’s
scott schuman}

70. Approaching New demographics
-Clinique’s ‘Face forward’ younger consumer base
-Aveeno & Neutrogena {let’s solve it}, emphasis on individuals
unique needs to individual needs
=EMpowEriNG iNdiViduals

71. Brands& Influencers
Vogue’s 100yr heritage vs the up & comers
Vogue, the 100+-year-old fashion magazine, has 3.5 million followers on
Instagram.
Chiara Ferragni, a fashion blogger, known as
“The Blond Salad,” who started her blog five years ago,
has 3.2 million followers. (And, she had more followers
than Vogue when I first checked five months ago.)

72.
Vogue’s not-so-obvious choices
for new infleuncers network –
appointed to extend reach of
their products via social media
platforms
Vogue’s reaction to criticism as no longer cult-relevant

73. Susan Plagemann, vice president of
publishing at Vogue, told AdWeek,
“There are a lot of people who are self-appointed
experts. The biggest difference is, we’re developing a
program of ambassadors who spread the word
digitally across a very big network about the access
that’s been given because of Vogue.

74. • Influencer camila coelho instragrammed photo at opulent
spa with brand during new york fashion week
• Post generated 52.5K likes
• Reinforced associations with indulcence & luxuty
• Like lush, emphaissed ingredient transparancy by inviting
inlfuencers along to make their own products
• ‘celebrate the harvast nights’ – invited to wider public
• Partnered with harvard university in product dev.
LuxurY wiTH
French Caudalie
“Making these on-brand
events welcome to
consumers, not just
influencers, strengthened
the authenticity and
accessibility of the
Caudalie brand, while still
maintaining its value
proposition of upscale
self-indulgenc” {tribe
report}

75. Elevating & Inspiring
Confidence
Collaborated with wunderkids like Tavin Gevinson –
young, bold, unconventional, and highly ambitious {first
blog when 11 or 12}

76. ‘make a promise & put it out
there’
-{Centered on 3-step skincare system but
‘updated’ to suit more millennial brand
relationship- feelings first; products 2nd}

77. Collaborated with wunderkinds like Tavin Gevinson
– young, bold, unconventional, and highly ambitious
{first blog when 11 or 12}
‘Nb no ExpliCiT AdVErTisiNG
REFErENCE To THE
BraNd

78. Jun-Sept 2015 {tribe dynamics report}
LusH @ Top oF
LEadErboard
“By consistently inviting influencers to be a part of
the company’s family through meaningful, brand-
relevant approaches, Lush consequently benefits from
their genuine and longstanding support. Furthermore,
the on-brand personalities of these selected influencers
help Lush maintain an authentic, defined personality to
everyday consumers.” [TRIBE DYNAMICS’ REPORT ON COSMETIC
EARNED MEDIA VALUE, JUNE-SEPT 2015]

79. ‘DriViNG ValuE THrouGH
PErsoNaliZEd
offerings
-E.G Soap & Glory- personalised/ name on products sent to Influencers
-Not sponsored, gained trust with perceived authenticity
-Important step to gathering life-long loyal follower community- much longer lasting than one-off/
explicit marketing strategies
-

80. • Faceforward campaign- multi channel
• Interactive’ solve my achne’ quiz
• Bravery of ‘bare faced’ for influencers & emphasized
transparency, openness, & honesty of the brand , as well
as showing something many could easily relate to.
• Similarly, aveeno addressed unconventional ‘unscripted
beauty’ online campaign .
TraNsparENCY wiTH
NEuTroGENa & AVEENo
“xxx
“In these storylines, healthy skin and a healthy skincare
routine serve as an empowering jumpstart or accessory
to a “beautiful,” fulfilling life, but do not define whether
someone is beautiful or not” {tribe dynamics}.ı

81. Investing in long-term collaborations:
customers looking for more than
traditional brand-to-consumer relationship,
eg through the sharing of expertise or
through authentic, emotional connectionsı
LiFE is a STaGE

82. e.G Neutrogena's #let’ssolveit focused on individual skin
types & issues to be targeted.
= HONEST VOICES & REAL BARE & BRAVE FACES
FOR BRAND ADDED LAYER OF HONESTY & RELATABILITY IN THE
BRAND’S RECOGNITION OF USER’S REAL SKIN CONCERNS
PlaCEd unique
Needs oF CoNsuMEr @ Heart oF
REspoNsE Influencer, Sienna
Mirabella’s involvement in
the campaign netted 24.5K
Likes for the brand
“In these storylines, healthy skin and a healthy skincare
routine serve as an empowering jumpstart or accessory to a
“beautiful,” fulfilling life, but do not define whether
someone is beautiful or not” [Tribe Dynamics].ı

83. xxxx. ı
Both ExTENdEd
Reach oF BraNd & Unified
under A CorE bEliEF &
CoNsisTENTlY HoNEsT & Organic
VibE “heartwarming, photos of their young children
and pets that were obviously taken with love and
implied that the bloggers trusted the brand
enough to use its products on their
families.” {tribe}

84. An effort by
CliNiQuE To ENGaGE &
empower YouNGEr
demographic CarEEr Goals iN
Face-Forward CaMpaiGN. –
confidence, ambition, empower, aspirations, action

85. • Authentic & meaningful campaign
• Wide audience with wider demographic than usual instagram
influencers
• In 4 months, brand earned $1.9m from social media campaigns
AVEENo’s soCial MEdia success
THrouGH uNsCripTEd bEauTY
“”Natural authentic beauty”
& “a natural, positive outlook
during situations & events
that don’t go as planned.”
Teamed up with online social media influencers to promote both “natural authentic
beauty” and “a positive outlook during moments/situations that don’t always go
as planned.” Users were invited to post a photo, tagged #UnscriptedBeauty,
#Aveeno, and #contest, of either themselves or their family in a moment of
“unscripted beauty” (in Aveeno’s words, an “unscripted, candid beautiful moment”)
oı

86. #Unscripted Beauty
campaign by Aveeno
proved a success because it
united users in an effort to
celebrate one of the brand’s
defining value propositions. ı
& Overall…

87. brands Dove, Neutrogena targeting
through EMpowErMENT
More trad consumer facing channels like twitter #chooseskinhealth neutrogena
campaign & dove’s #loveyourcurls & #mybeautystory. Neutrogena also held a
‘twitter party’ with online blog influencers as well as industry experts. Hashtags used
across channels to build anticipation for the event. , especially amongst latino
blogging community through partnerships {TribeDynamics Report]ı

88. ‘CHaNGiNG CoNCEpTs oF
SoCial OuTrEaCH
-eg Lush from Frogs, Sharks, to gay rights
-- diverse, unique, allows consumers to feel equally
involved in supporting ‘the underdog’
-
‘Love -’Gay is Ok’ gold soap by Lush 2015, profits to grassroots charities working
towards equal rights. & during Shark Week, collaborated with Discovery Channel, exclusive
soaps designed to raise awareness of illegal killing of sharks

89. Why it works: Generosity
Transparency, Attention to individual needs of
influencers, EMoTioNal
INVolVEMENT
= LasTiNG CoMMuNiTY oF BraNd AdVoCaTEs

90. 1. MAC
2. NYX
3. TOO FACED
4. MAKEUP FOREVER
5. NARS
6. ANASTASIA BEVERLY HILLS
SoCial lY INFluENTial
BEauTY BraNds
Engaging vs. exclusivityı
-fostering closeness through
meaningful storytelling ı
E.G MAKEUP FOREVER: ‘Life is a Stage’:
Professional standard but made accessible for
everyday. Imbues consumers with technical &
artistica knowhow without alienating brand as
inaccessible ı

91. Brands& Collaborators
Often early adopters:
can influence diffusion of new trends &
unknown brand newcomers

92. • L’oreal’s collaborative social engagement through shared
pinterest boards & continued work with social media savvy
karlie kloss & her 3.1mil instagram followers – e.g.
#yeswecannes @ the film festival
• Huge blog hype (eg xojane) for urban decay’s much awaited
naked 3 palette- increased brand engagment by 40%!
• Collaboration with French blogger, marie of enjoyphoneix- 9
out of 10 favourite posts were ones created/featuring her, &
content published by the brand itself gathered only 1/3
response hers did {she generated over 110K likes & over
600comments for a single instagram shot @ ud pool party
“MAC, NYX & NARS most
talked about on YouTube
in ‘native video content’-
established brands for high
quality, reliable products
YouTube star AlexandraGirlyTalk nets upwards of 796k views from
a single video tutorial using her favorite products

93. CCC of content
Create their own original content
Curate playlists on trending beauty topics
{e.g. ‘sephora beauty haul’}
Collaborate– with youtube
influencers in organic way

94. sePHORA– beauty micro-
moments
• Beauty content on youtube grew 50% from
2014-2015 , how-to searches up 70%
• Sephora now gears majority of online presence to
video tutorials { 60% of their video content}

95. L'Oreal Shoppable Gifs Real-Time
Brand Engagement for Golden Globesı
{RECrEaTEd REd CarpET}
Unique way to engage and add value to their social
community- distinctive & cross-platform & real-time responseı
The social team used a 360-degree camera to shoot video recreating makeup looks as
celebrities walked down the red carpet. The videos were turned into GIFs and were
uploaded to L'Oreal's Instagram, Twitter and Tumblr- each post contained e-commerce
links to ‘shop the looks’ in real time

96. Heavily documented across social media {karlie kloss & other online influencers} –
unique, glamourous exeriences @ world renowned & highly aspirational global event.
With Kloss as primary ‘voice’ , had humanised/ real feeling vs. forced/explicit branding ı
Yes we Cannes:
L'Oreal 37% iNCrEasE
braNd Engagement between April-May
{FilM FEsTiVal}
The versatility of content related to the brand presented L’Oréal as a multi- dimensional being:
more human than a static entity, with multiple interests and characterististics

97. More Fluid Story/Narrative & Choice of french possibly inspired by UD’s latest acquisition
by L’Oreal & exposes US brand to foreign demographic as well as moving away from
heavy ‘rebel’ image of brand to channeling into effortless French style?. ı
30k brand vs. 100k
likes for organic content STaTiC
Brand sHoTs Vs. AliVE/
IN Context of Lived
Experiences FroM bloGGEr

98. • Niche ‘human’ brand story {already relatable/well known through her
la ink tattoo reality show} & expertise, precision, skill –
• brand leveraging her background as highly sought after tattoo
artist to play into growing trend for artistry skills by normal
people- helped by kat’s own video tutorials that apply classical art
principles [e.g. light/shade in contouring}
• playS into current huge trend as well as offering valuable
learning resource for those who want more than just product in
cosmetics category.
NiCHE, E.G. KaT VoN
D – FrEsH new class oF
influencers Unconventional beauty
role model- appeals
alongside unique
personality & founder’s
story – a ‘real person’

99. Increased interest in illustration in brand campaigns
reflects wider cultural capitation with all things
crafted, tangible, relatable, real

100.
*Sally Sprat
*ekaterina koroleva
*
Perfume&Beauty Collaborations with illustrators

101. • Anastasia .
The brand’s social influence success rests on the
shoulders of a handful of influencers{followers & engagement
can far surpass typical Hollywood celebrities/television
icons}
• In February 2015 alone, Anastasia was mentioned in sixteen
Instagram posts with over 50K likes each; the photo receiving
the most likes surpassed 90K likes.
Anastasia’s Strong Brow
Game= Viral followers
“Making these on-brand
events welcome to
consumers, not just
influencers, strengthened
the authenticity and
accessibility of the
Caudalie brand, while still
maintaining its value
proposition of upscale
self-indulgenc” {tribe
report}

102. Colorpop: Huge growth Feb-April 2015, surged 37% due to
youtube saturation & by brand ‘fangirling’ themselves on a
fan {therefore humanising brand, accessible, not aloof}s –
deeply personal & emotional experience with vlogger. :
Makeupforever also dramatic growth 32percent in only 2 monthsı
DraMaTiC GrowTH
E.G Colourpop:
Instagram influencers – 20- but all with over
1.5mil followers led to massive surge in brand
recognition for newcomer brand, Colorpopı

103. Beyond Vlogger’s collection named after her dog, ‘insider
knowledge’ / quirky culture/ COLOURPOP’S ı
Product names: ı
-Pegacorn {taylor swift’s halloween costume} ı
-Baeı
-So Quiche {Australian mockumentary} ı
‘THE NapolEoN
DYNaMiTE oF
MakEup
Being accessible whilst still insider knowledge/ niche cultural
references- to ‘be in the gang’/ in the know, reaffirms sense of
community

104. “This deeply emotional
experience for her is
inextricable from the real
relationship she has with the
brand. {tribe report}
: “"We think that the whole barrier between fancy
and affordable is absolute nonsense. That’s why all of
our products have luxury formulas at prices that
won’t break the bank.”
ColourPop
CoHErENT & EasY To CoNNECT
Brand Identity: Accessible, Relatable, but still Sharp, Smart,
& Sassyı

105. Online products shown with
3 different skin tone
swatches/ widens access/
ability to cater to diversity
of skin tones
. “The brand manages to keep the brand open and inclusive,
while making each blogger, and thereby consumer, feel
unique and catered to. –in the same way that a real, one-of-
a-kind friend can be seen as cool and genuine at the same
time. :’ı
UNiQuE TasTEs oF iNdiViduals
Builds Meaningful Relationships across diverse audience.
Individual focus yet Accessible Reachı

106. Meaningful Connections: ı
,Reflections, & Confessions: Brand’s blog= Sharing
Storiesı
Fostering personal Connections on ColourPop’s blog,
as well as detailing their contingency plan in case the
Earth is under attack- they’d flee to Ewok of Starwars
fame. ı
‘KalE SMooTHiEs

107. The nature
& purpose of every
story is that it
contains- {covertly or
explicitly}- something useful
{That transcends space,
place, & time}