DMS: Kickoff Workshop with Vizu: Building Brands with Social Media: Does Influencing the Influencers Really Work?

Building Brand with Social Media
Mary Kay Shifts Brand Perception
by
Influencing the Influencers
Tamara Phillips Jeff Smith
President & Media Director, CMO & SVP of Client Services,
T2 Media Inc. Vizu Corporation

www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 1

Brand Advertising Effectiveness Platform

"Half the money I spend on advertising is wasted;
the trouble is I don't know which half."
John Wanamaker, the “father of modern advertising”

Leading brand advertisers, media agencies, and
media sellers use Vizu to tell “which half”

And do something about it before its too late

Excerpt: The Online Brand Advertising Outlook for 2012
Brands’ Excitement Around Social Media
Brands: How will your spending in the following channels change
relative to 2011?

Mobile Advertising 69% 26%

Social Media Advertising 63% 34%

Video Advertising 57% 34% Increase
Stay about the same
Rich Media Advertising 29% 57% Decrease
Don't Use
Standard Display
20% 60%
Advertising

Connected TV/IPTV 17% 37%

0% 20% 40% 60% 80% 100%

The Online Brand Advertising Outlook for 2012
From IBM CMO Report
But when asked about their Biggest Headaches…


Excerpt: The Online Brand Advertising Outlook for 2012
Drowning in Data, but Lacking in Insight

Commenting on the amount of data bandied around in the
online ecosystem, 34% of Media buyers stated:

“I’m drowning in data; I would prefer to focus on a few
meaningful metrics to evaluate the performance of my
campaign”

And when asked which metric they believed most
appropriate to use to determine the effectiveness of
online brand advertising:

“80% said Brand Lift”


Mary Kay Campaign

• Mary Kay challenged T2 Media to help
re-position Mary Kay brand among
beauty-conscious consumers not easily
reached by traditional media.

• Among this beauty-conscious consumer,
Mary Kay was often overlooked and not
perceived as contemporary.


Approach and Objectives

Approach:
•Ignite interest in the brand among social influencers in the
blogosphere
•Generate buzz among the influencers’ social network

Objectives:
•Generate awareness of Mary Kay's contemporary products
•Improve brand perception / favorability
•Primary: Increase purchase intent


Campaign Design

• Performed a full analysis of many blogger, social media and
word-of-mouth companies before choosing BlogHer
– BlogHer presented a diverse list of influential bloggers covering many genres:
mommy bloggers, beauty/fashion bloggers, lifestyle bloggers, foodies, etc
• Represented a cross-section of the “every day woman” that
we were targeting
– Balanced, comprehensive program that included: blogger reviews, supporting
co-branded media that drove additional traffic to the blog posts and a central
hub to aggregate posts
– BlogHer allowed Mary Kay to have full control over the blogger selection
process and gave us the ability to preview posts BEFORE they went live, which
was hugely important in gaining client approval
– BlogHer’s ability to provide Vizu metrics to gauge lift in brand perception and
purchase intent was critical


Campaign Design and Execution

LEVERAGE INFLUENCE

Selected 40 highly influential
bloggers to review Mary Kay
products and act as brand
ambassadors


AMPLIFY THE CONTENT
Used paid media to amplify the content generated by bloggers



EXPAND THE BASE OF
INFLUENCERS
In addition to the
contracted 40
bloggers, BlogHer
enrolled 185
additional bloggers,
giving them the
opportunity to try
Mary Kay’s innovative
line of products



EXPAND THE SOCIAL FOOTPRINT
Added incentives so that digital influencers would spread the
campaign across Facebook and Twitter

Page Views
Comments
Tweets
Shares


MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU
Exposed

Control

Exposed
Control


Campaign Results

QUALITATIVE ENGAGEMENT

“ Love this! I haven’t tried Mary Kay
but am so eager to after your

”
review. I am loving the Lip Balm!!
-Teri

“I love love love Mary Kay mascara and the Time “ Whoa, Mary Kay, really?? I have the same 80s-
Wise set. As 29.5 years old (and holding for the next mom association with this brand, but you just
few years) I was starting to see a difference in my proved me wrong, so…….I’d love to try the blue-
skin. Not breakouts, not wrinkles, just blah. eye mineral bundle eyeshadow set.”
Instantly, the Time Wise set perked my face up! I -Tanya
love it :)
- Wilcoxes


Campaign Results
QUANTITATIVE RESULTS: BRAND LIFT
•Leveraged Vizu’s real-time Ad Catalyst solution to measure and
optimize Brand Lift in purchase intent while campaign in market
• For example, found that only one exposure to a branded blog
post drove maximum lift, capped exposure and increased reach


Campaign Results
•Leveraged Vizu’s real-time Ad Catalyst solution to measure and
optimize Brand Lift in purchase intent while campaign in market
• With creative, found that blog posts greatly outperformed all
other campaign creative, allowing optimization toward such


Campaign Results

• Drive an overall 49.1% lift in purchase intent

• Materially outperformed Vizu market norms for both the Beauty
category and purchase intent campaigns


Key Learnings and Impact

• #1 key learning was that activating digital influencers can be
an effective tactic for impacting brand perception and intent
to purchase.

• Bloggers can authentically challenge brand myths that we as
the brand can’t do itself.

• Branding efforts, such as driving Purchase Intent, must be
measured against appropriate Brand Lift metrics.

This pilot program helped “comfort” those in legal and regulatory
departments within Mary Kay who were resistant to letting go of
control of the brand message; this program’s success will allow us
to move forward in this space


Benchmarking Social Media Effectiveness
Vizu recently launched a new initiative to benchmark the
relative effectiveness of different social media tactics and
partners, in order to maximize Brand Lift
Download current case studies at
http://brandlift.vizu.com/knowledge-resources/case-studies/

Industry Benchmarks Available in Q3 2012

Download 2012 Industry Outlook Whitepaper at
http://brandlift.vizu.com/knowledge-resources/research/2012-industry-outlook/


Thank you


DMS: Kickoff Workshop with Vizu: Building Brands with Social Media: Does Influencing the Influencers Really Work?

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DMS: Kickoff Workshop with Vizu: Building Brands with Social Media: Does Influencing the Influencers Really Work?

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