Getting people excited about stain removal - social influencer case study
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A case study on how we got people excited about stain removal by working with bloggers, brand advocates and socially-savvy mums. Presented at the IAB Social Shake-up during Social Media Week 2014
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Getting people excited about stain removal - social influencer case study
- 1. GETTING PEOPLE EXCITED ABOUT STAIN REMOVAL
- 3. @MartinaMattioni VANISH GOLD OXI ACTION
- 4. VANISH range BUDGET £11k COMPETITION Rug Doctor! @MartinaMattioni
- 6. BIG IMPACT, SMALL BUDGET @MartinaMattioni
- 9. “SOMEONE WHO IS AN EXPERT, OR IS PASSIONATE ABOUT A SUBJECT MATTER AND HAS A NETWORK OF PEOPLE WHO WANT TO LISTEN” @MartinaMattioni
- 10. WHY USE INFLUENCERS? 50% OF PURCHASE DECISION DRIVEN BY WORD OF MOUTH McKinsey & Company, ‘A New Way to Measure WoM Marketing’ 92% OF CONSUMERS TRUST EARNED MEDIA OVER TRADITIONAL MEDIA Nielsen, ‘Global Trust in Advertising’ Report 16x MORE ENGAGEMENT VERSUS PAID MEDIA AND OWNED Social Chorus, ‘Value of the Power Middle’
- 11. 55% OF MUMS ARE MORE LIKELY TO BUY IF OTHERS HAVE RECOMMENDED A PRODUCT ONLINE Netmums, ‘Are Mums Reading?’ Survey @MartinaMattioni
- 12. @MartinaMattioni 1. RECRUIT SUPERFANS USING OWNED CHANNELS
- 13. 2. SAMPLE WITH BZZAGENTS FOR OFFLINE WOM @MartinaMattioni
- 14. 3. ENGAGE BLOGGERS WITH TOTS 100 @MartinaMattioni
- 15. WHAT DID WE DO? @MartinaMattioni
- 16. @MartinaMattioni
- 17. @MartinaMattioni
- 18. SUPERFANS – why we should consider working with them @MartinaMattioni
- 19. SUPERFANS – why we should consider working with them @MartinaMattioni
- 20. SUPERFANS – why we should consider working with them @MartinaMattioni
- 21. SUPERFANS – why we should consider working with them @MartinaMattioni
- 22. SUPERFANS – why we should consider working with them @MartinaMattioni
- 23. SUPERFANS – why we should consider working with them @MartinaMattioni
- 24. @MartinaMattioni
- 25. SUPERFANS – why we should consider working with them @MartinaMattioni
- 26. SUPERFANS – why we should consider working with them @MartinaMattioni
- 27. SUPERFANS – why we should consider working with them @MartinaMattioni
- 28. SUPERFANS – why we should consider working with them @MartinaMattioni
- 29. SUPERFANS – why we should consider working with them @MartinaMattioni
- 30. SUPERFANS – why we should consider working with them @MartinaMattioni
- 31. SUPERFANS – why we should consider working with them @MartinaMattioni
- 33. SUPERFANS – why we should consider working with them Worked with 16 bloggers 818 purchase-led comments 1.9 million reach across the UK Purchase consideration 160k positive social impressions Content for owned channels
- 39. SUPERFANS – why we should consider working with them
- 40. KEY TAKEOUTS @MartinaMattioni 1. An influencer doesn’t simply mean ‘blogger’ 2. Increase awareness, content and purchase consideration 3. Give influencers something they’ll want to talk about 4. Community Management is integral 5. Amazon is best for quick Christmas time delivery…
- 41. @MartinaMattioni
Hinweis der Redaktion
- Hi! I’m Martina, Influencer & Partnerships Manager at Digital and Social agency, TMW. I work on pretty much all the influencer campaigns at TMW across brands including Lynx, Durex, Veet, E45, Flora, Stork and lots more. Today I’m going to talk to you about how we managed to get people excited about stain removal.
- Hi! I’m Martina, Influencer & Partnerships Manager at Digital and Social agency, TMW. I work on pretty much all the influencer campaigns at TMW across brands including Lynx, Durex, Veet, E45, Flora, Stork and lots more. Today I’m going to talk to you about how we managed to get people excited about stain removal.
- A stain remover that claimed to remove stains in front of your eyes in just 30 seconds!
- To summarise…
- What was our key objective? To let our consumers know about the unique selling point; that Vanish Gold would remove all your Christmas stains in just 30 seconds!
- They had already considered paid media including TV, print, OOH, digital ads including banners & FB
- A lot of people have their own definition of what an influencer is. Here’s mine…
- There are different types of influencers including; Superfans or advocates – those who proactively talk about or engage with your brand Content creators – Vloggers, YouTubers, Instagrammers, Viners Experts – Doctors, Dentists Celebrities & musicians
- There’s loads of research that’s been done by Netmums, Social Chorus and more about why brands should take influencer marketing seriously
- But the most relevant stat for us is that…
- So, what did we decide to do? Our approach was three-fold. Firstly, we recruited 50 Facebook superfans by asking them to tell us why they wanted to try the new product. We read all entries and comments out of the 800 received and chose 50
- BzzAgents is a sampling company that recruits ‘real-life mums’ to review products and share honest feedback. The incentive for the mums is product, the value for the brand is genuine word of mouth and reviews
- TO LEVERAGE AUTHENTICITY
- Went to the pub and put our feet up and waited until after Christmas?
- Nope! We spent the Christmas break trying to source 3,000 units of vacuum packed beetroot, red wine (it had be a specific wine) and mini bottle and small boxes of ribena, pipettes on Christmas eve, 100 100% cotton, off white napkins all to create Vanish Gold Stain kits!
- And spent the New Year packaging them all up and sending them to 2,070 influencers
- Who were then challenged to try the product for themself on their recent Christmas stains
- Here’s how they got on… Some bloggers created step-by-step images BLOGGER LOGOS
- Some experimented with ‘real life stains’
- Some experimented with ‘real life stains’
- Some created collages. Here’s one from a blogger and one of our superfans
- Some bloggers even added text to each image to tell the story
- https://www.youtube.com/watch?v=VQHD50dq84k