Learn why influener marketing is appealing to the millennial demographic and steps on how to succeed.

1. F E B R U A R Y
2 0 1 5
Reaching
Millennials
Through
Influencer
Marke>ng

2. 2
Millennial
Profile
L a r g e
d e m o g r a p h i c
w i t h
h u g e
s p e n d i n g
p o w e r
• 84mm
US
adults
aged
18-­‐34
• $1.3t
in
annual
spending
• $430b
discre>onary
spending
• 83%
of
new
moms
are
Millennials
M i l l e n n i a l s
h a v e
t h e
h i g h e s t
s o c i a l
n e t w o r k i n g
p e n e t r a 7 o n
o f
a n y
g e n e r a 7 o n .
• Highest
Facebook
and
TwiRer
use
rates
• Make
up
more
than
half
of
all
U.S.
TwiRer
users
• Two-­‐thirds
of
Instagram
users
are
milennials
• Account
for
four
in
10
digital
video
viewers
(Instagram,
Vine
and
YouTube)
M i l l e n n i a l s
s p e n d
m o r e
t h a n
5
h o u r s
a
d a y
o n
s o c i a l
m e d i a
c o n s u m i n g
U s e r
G e n e r a t e d
C o n t e n t
( U G C ) .
U G C
i s
2 0 %
m o r e
i n fl u e n 7 a l
t o
m i l l e n n i a l s
w h e n
i t
c o m e s
t o
p u r c h a s i n g
a n d
3 5 %
m o r e
m e m o r a b l e .
Source:
Babycenter.com,
eMarketer,
Ipsos

3. Millennial
Influencer
C r e a 7 n g
a n d
s h a r i n g
c o n t e n t
o n
s o c i a l
m e d i a
i s
s e c o n d
n a t u r e .
• 74%
of
millennials
believe
they
influence
the
purchase
decisions
of
their
peers
D i g i t a l
i n fl u e n c e r s
b r i n g
u n p r e c e d e n t e d
v a l u e
t o
a
s p e c i fi c
a u d i e n c e
s e g m e n t .
• Large
communi>es
of
followers
• Authen>c
personal
experience
• Trust
from
consumers
• Exper>se
on
a
variety
of
social
networks
T h e
b e s t
w a y
t o
e n g a g e
w i t h
m i l l e n n i a l s
i s
t h r o u g h
o n g o i n g
d i a l o g u e .
Source:
Edelman,
MediaPost

4. Outstanding
Results:
Targe>ng
Millennials
In
support
of
ShopYourWay’s
(SYW)
Back
to
School
efforts,
Sway
Group
collaborated
with
teen
internet
celebrity
ambassadors,
Ricky
Dillon
and
JennXPenn
to
drive
awareness
and
traffic
to
the
SYW
site
and
showcase
SYW
rewards.
Each
ambassador
created
unique
shareable
content
on
TwiRer,
Instagram
and
YouTube
and
par>cipated
in
a
ShopYourWay
Back
to
School
webcast,
achieving
6.7MTwi(er
impressions,
2.3M
fans
on
Instagram
(with
549.5K
likes)
and
1.03M
YouTube
video
views.
As
an
extension
to
this
campaign,
Sway
Group
con>nued
a
partnership
with
Ricky
Dillon
as
an
SYW
brand
ambassador
during
the
Video
Music
Awards
(VMAs).
On
August
24,
2014,
Ricky
Dillon
garnered
1.4M
Twi(er
impressions
and
reached
his
1.34M
fans
on
Instagram
(with
142K
likes)
with
one
image
that
answered
the
age-­‐old
red
carpet
ques>on
of
“Who
are
you
wearing?”

5. Outstanding
Results:
Targe>ng
Millennials
easily accessible using P&G Beauty products available at CVS stores everywhere.
Interested in how you can achieve similar results with your Sway Group programming? Reach
out to your client manager at 844-GET-SWAY (844-438-7929) and get custom pricing today.
Outstanding Results
• 17.61 million impressions in the hour prior to the
VMAs
• 3,721 tweets
• 7,231 comments and 115,000 likes on the Instagram
#LooksThatRock images
Strategy
Massive Sway hosted a hugely successful 60-minuteTwitter conversation on behalf of P&G Beauty and CVS in con-
junction with the MTVVMA’s. One hour before theVMA’s aired, theTwitter influencers discussed the different looks
that rocked the red carpet, alongside P&G Beauty products at CVS.
Given the young target demographic and incredibly visual nature of this program, Massive Sway also hosted an
Instagram party in tandem to theTwitter conversation.
P&G
Beauty
and
CVS
wanted
to
make
a
splash
with
young
consumers
(women
ages
18-­‐24)
and
help
them
realize
the
beauty
looks
celebri>es
flaunt
on
the
red
carpet
are
easily
accessible
using
P&G
Beauty
products
available
at
CVS
stores
everywhere.
Massive
Sway
hosted
a
hugely
successful
60-­‐minute
TwiRer
conversa>on
on
behalf
of
P&G
Beauty
and
CVS
in
conjunc>on
with
the
MTV
VMA
award
show.
One
hour
before
the
VMAs
aired,
our
TwiRer
influencers
discussed
the
different
looks
that
rocked
the
red
carpet,
alongside
P&G
Beauty
products
at
CVS.
Given
the
young
target
demographic
and
incredibly
visual
nature
of
this
program,
Massive
Sway
also
hosted
an
Instagram
party
in
tandem
to
the
TwiRer
conversa>on.
The
results
were
huge.
The
conversa>on
received
17.6M
impressions
in
the
hour
leading
up
to
the
awards
show
—
and
a
total
of
3,721
tweets,
7,231
comments
and
115,000
Instagram
posts.
The
campaign
ran
again
in
2014
and
saw
even
beRer
results:
25.9M
impressions.

6. 6
Benefits
of
an
Influencer
Network
F o r
B r a n d s :
• Increases
efficiencies
to
iden>fy
the
right
influencers
• All
contract
nego>a>ons
handled
through
network
• Conflicts/awkward
situa>ons
handled
through
network
• Outsourcing
of
project
management,
QA,
coordina>on
of
post
approvals
F o r
I n fl u e n c e r :
• Allows
influencer
to
focus
on
content
and
community
versus
business
side
• Dependable
source
for
steady,
high
quality
work
• Resource
for
strategic
support
and
educa>on

7. Influencer
Marke>ng:
A
History
Lesson
Send
a
product,
get
a
post!
Directories
of
giveaway/
review
blogs
Bloggers
emerge
as
spokespeople
Bloggers
are
the
new
experts
Sponsored
content
is
the
new
status
quo

8. 8
Best
Prac>ces
for
Working
with
Influencers
1 .
F i n d
t h e
r i g h t
i n fl u e n c e r s
f o r
y o u r
b r a n d
2 .
L e t
t h e
i n fl u e n c e r
g u i d e
t h e
s t o r y
3 .
L e t
t h e
i n fl u e n c e r
g u i d e
t h e
e n g a g e m e n t
4 .
B u i l d
a
d e e p
a n d
l a s 7 n g
r e l a 7 o n s h i p
w i t h
t h e
i n fl u e n c e r s
y o u
w o r k
w i t h
5 .
D e v e l o p
d i ff e r e n t
p r o g r a m s
f o r
d i ff e r e n t
K P I s
a n d
m e a s u r e
a g a i n s t
e a c h
o f
t h e m

9. Thank
you!
www.swaygroupllc.com"
844-GET-SWAY (844-438-7929) "
info@swaygroupllc.com"