5. For the past four years I’ve been here.
Working here.
6. I’ve been helping brands to
create cohesive marketing
strategies which allow them to
connect with their consumers
leveraging paid, earned and
owned media.
14. We turned to Facebook, tapping into an existing community
of avid artists creating a contest which asked them to
answer “what drives you?”
15. The audience not only spent time creating and dreaming up
their BMW 1 Series, but their creations became the
campaign’s ad creative both on and off Facebook.
16. Results:
over 9,000 images drawn generating over 500,000 votes and
over 3,000,000 social engagements…
named “Best-Ever Social Media Campaign” by Forbes.
18. Partnered with one of the most influential bloggers, Heather
Armstrong of Dooce.com (a fan of IKEA) to begin a two
way conversation with her audience which was authentic,
transparent and added value to her audience.
19. 312%
SOCIAL ACTIONS
Above benchmark by 312%
Video Series
51%
11%
CLICKS
VIDEO PLAYS
Over-performed by 51%
based on DFA’s Average
Out-performed IAB Display Time
Average by 11%
Heather began by asking advice on how to decorate her
guest room including IKEA product recommendations. She
documented the journey through videos, photos and tweets.
20. 20% Earned Media
return on paid media
52% Brand Lift
above industry norms
Purchase Intent 134%
of industry norms
Results:
And did the talking ever happen! The program was able to not
only drive discussion, but raise purchase intent and drive
positive brand lift.
22. In late 2011, launched L’Oreal’s first brand agnostic
platform. To start the conversation we leveraged the
power of top bloggers to create beauty centric
discussions and differentiated it from any other beauty
site on the web.
23. We didn’t just focus on growing uniques, but on growing
conversation every people were talking about beauty. Makeup.com
was the first L’Oreal brand to have a presence on Pinterest.
Pinterest would later become one of the top referring sites.
24. Results:
Strong story telling and conversation have helped establish a
loyal and engaged community across the various Makeup.com
platforms. Makeup.com is quickly on it’s way to being named
a “Top 20 Beauty Site.”
