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Why Influencer Marketing Is Key For Brands Looking to Break Through
Social Media Week NYC
Bloglovin’: The World’s Largest Influencer Marketing Platform
130K+
Registered Influencers
1B+ in Total Reach
270M+
Facebo...
Why Influencer Marketing?
$5-10 BILLION
U.S. Influencer Marketing Industry in 2020*
*Branded Influencer Content Across Social & Blogs; Source: eMark...
Social media and the decentralization of content
“
In today's information-flooded world, the scarcest
resource is not idea...
Influencers inspire trust and engagement from their communities
92% of Consumers Trust Influencer
Recommendations over Bra...
Real Industry Tailwinds: Rise of Ad-Blockers, Micro-Influencers and Omni-Social
Influencer Marketing, Social & Native are ...
OUR VALUE IN THE MARKETPLACE
Influencer Marketing Stats
•  81% of marketers who have used influencer
marketing judged it to ...
OUR VALUE IN THE MARKETPLACE
Influencer Marketing Challenges
Transparency:
How to work seamlessly with influencers to ensure...
The Power of Micro-Influencers
Working at scale with micro-influencers can lead to over
2x overall reach and similar engage...
Case Studies
CASE STUDY | PUMA VIKKY PLATFORM LAUNCH
THE CHALLENGE
Puma and DSW turned to Bloglovin' seeking a launch strategy for
the ...
Influencer Blog Content
 Bloglovin’ Social Media
Bloglovin’ Native Media - Desktop Post
Bloglovin’ Daily Email
CASE STUDY |...
CASE STUDY | PUMA VIKKY PLATFORM LAUNCH
REACH BREAKDOWN

TAKEAWAYS

•  Exclusive sneaker gifting yielded high interest in ...
PROGRAM OVERVIEW
Bloglovin' paired NARS with three on-brand, diverse female
publishers who created authentic custom conten...
Bloglovin’ has access to over 850K influencers
world-wide via the Bloglovin’ community. 
100K+ influencers to date have opte...
Any Questions?
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SMWNYC 2017 - Bloglovin' - Paid Media: Why Influencer Marketing Is Key for Brands Who Are Looking to Break Through

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Watch full session on SMW Insider: https://socialmediaweek.org/insider/sessions/paid-media-influencer-marketing-key-brands-looking-break/

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SMWNYC 2017 - Bloglovin' - Paid Media: Why Influencer Marketing Is Key for Brands Who Are Looking to Break Through

  1. 1. Why Influencer Marketing Is Key For Brands Looking to Break Through Social Media Week NYC
  2. 2. Bloglovin’: The World’s Largest Influencer Marketing Platform 130K+ Registered Influencers 1B+ in Total Reach 270M+ Facebook 200M+ Instagram 110M+ Pinterest 140M+ Twitter 150M+ Blog Unique Visitors
  3. 3. Why Influencer Marketing?
  4. 4. $5-10 BILLION U.S. Influencer Marketing Industry in 2020* *Branded Influencer Content Across Social & Blogs; Source: eMarketer, BI Intelligence, MediaKix: US Influencer Marketing industry estimated to grow to from $500M to $5 to 10 billion industry by 2020, representing 5-6% of overall Native Ad Spend and 1-1.5% of overall Digital Ad Spend
  5. 5. Social media and the decentralization of content “ In today's information-flooded world, the scarcest resource is not ideas or even talent: it's attention. Social media has fueled a decentralized content supply base that competes for attention with existing centralized media, and is now winning 1 2 3 It’s also made content today is smaller, more instant, more personal and more accessible Those who have become adept at creating engaging content in this new media economy, Influencers, have emerged as decentralized mini-brands that consumers trust and pay attention to
  6. 6. Influencers inspire trust and engagement from their communities 92% of Consumers Trust Influencer Recommendations over Brands Brands today need to work with influencers to truly engage consumers on social platforms
  7. 7. Real Industry Tailwinds: Rise of Ad-Blockers, Micro-Influencers and Omni-Social Influencer Marketing, Social & Native are viable antidotes   — consumers choose to follow influencers, so there’s no avoiding or getting blocked. The Rise of Micro- Influencers Focus on Omni-Social Proliferation of mobile first social media—anyone can be an influencer today. Emergence of influencer marketing platforms like Bloglovin’ unleashing the power of aggregating micro influencers Social platforms’ ‘pay to play’ shifting focus away from paid social and over-reliance on any one channel towards influencers with audience across many channels.
  8. 8. OUR VALUE IN THE MARKETPLACE Influencer Marketing Stats •  81% of marketers who have used influencer marketing judged it to be effective •  Brands earned an average of $6.85 for every $1 they spent on influencer marketing •  92% of people trust recommendations from individuals over brands
  9. 9. OUR VALUE IN THE MARKETPLACE Influencer Marketing Challenges Transparency: How to work seamlessly with influencers to ensure content is on target and in line with your brand and FTC guidelines? Analytics: Cross platform isn’t easy to measure in real time. How do you track and optimize campaigns for best results? Identification: Problem of plenty. How do you find the right influencer for your brand and audience?
  10. 10. The Power of Micro-Influencers Working at scale with micro-influencers can lead to over 2x overall reach and similar engagement ●  Diverse Reach ●  Less Saturation ●  Easier onboarding and deal structure ●  Larger array of content created ●  Need platform approach to manage at scale ●  Need targeting tools to identify influencers with brand affinity
  11. 11. Case Studies
  12. 12. CASE STUDY | PUMA VIKKY PLATFORM LAUNCH THE CHALLENGE Puma and DSW turned to Bloglovin' seeking a launch strategy for the Vikky Platform sneaker to engage fashion-forward millennial women. THE STRATEGY Bloglovin’ created a multi-tactic campaign featuring a Custom Event, Influencer Content, and Bloglovin' Native Media. •  Campaign kicked off with an event in Manhattan for 50+ influencers to try on the Vikky Platform, discover style inspiration, and snap photos to generate buzz across social media •  Bloglovin’ and Puma selected 3 influencers to create long- form blog content highlighting the Vikky Platform to engage their audiences of millennial women •  Partnership was amplified via Bloglovin’ Native Media Platforms & Social Channels 676K+ TOTAL REACH ACROSS BLOG, SOCIAL & MEDIA 69% DAILY EMAIL CTR INCREASE VS. BENCHMARK 10K+ TOTAL ENGAGEMENTS ON INFLUENCER CONTENT RESULTS
  13. 13. Influencer Blog Content Bloglovin’ Social Media Bloglovin’ Native Media - Desktop Post Bloglovin’ Daily Email CASE STUDY | PUMA VIKKY PLATFORM LAUNCH SOLUTIONS IN ACTION Our launch strategy utilized solutions across Bloglovin’ platforms to both create and amplify high-quality content.
  14. 14. CASE STUDY | PUMA VIKKY PLATFORM LAUNCH REACH BREAKDOWN TAKEAWAYS •  Exclusive sneaker gifting yielded high interest in event attendance from influencers •  Authentic viral social coverage at event from custom photo booth activation and Instagram-worthy on-site branding •  High engagement from Bloglovin’s fashion-obsessed app users on native media due to excitement generated at preview event
  15. 15. PROGRAM OVERVIEW Bloglovin' paired NARS with three on-brand, diverse female publishers who created authentic custom content that generates awareness around the uniqueness of the Velvet Matte Skin Tint among NARS’ key audience. Bloglovin’ created additional custom content on Bloglovin’ The Edit supporting the launch of the new NARS Velvet Matte Skin Tint. RESULTS: 4.5M Media Impressions 1M Social Reach Bloglovin’ has access to over 850K influencers world- wide via the Bloglovin’ community. 100K+ influencer to date have opted-in to complete profiles. We continue to on-board hundreds of new influencers daily. 16 Blog + Social Posts 56K total engagements across media and social channels. 3 Influencers
  16. 16. Bloglovin’ has access to over 850K influencers world-wide via the Bloglovin’ community. 100K+ influencers to date have opted-in to complete profiles. We continue to on-board hundreds of new influencers daily. Bloglovin' partnered with Great America to activate influencers who are adventures, family oriented, and socially outgoing. Seven influencers were selected on their social and blog followings, as well as their memorable personas. They also got creative with custom recipes to go with this delicious malt beverage. INFLUENCER PROGRAM OVERVIEW CAMPAIGN INSIGHTS •  7 influencers each created four pieces of content across blog and social channels •  4,125 total engagement across social channels •  4.7MM+ targeted Tweets Reach (Earned + Paid) •  8.8MM+ Reach (overall campaign potential reach)
  17. 17. Any Questions?

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