How can content amplify your commerce? Lessons from retailers and publishers
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Frank Weil, Chief Customer Officer, KWI Lexi Cross, Co-Founder, Shoes of NYC Tushar Adya, President and COO, Dylan's Candy Bar Geoff Schiller, Chief Revenue Officer, POPSUGAR
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How can content amplify your commerce? Lessons from retailers and publishers
- 1. How can content amplify your commerce? Lessons from retailers and publishers Tushar Adya President & COO Dylan’s Candy Bar Frank Weil Chief Customer Officer KWI Lexi Cross Co-Founder Shoes Of NYC Geoff Schiller Chief Revenue Officer Popsugar
- 2. DYLAN’S CANDY BAR C O N T E N T + C O M M E R C E S E P T E M B E R 1 3 , 2 0 1 8 S H O P. O R G
- 3. LIKE A KID IN A CANDY STORE Content/imagery is the heart of who we are Founded on making candy relevant in the worlds of fashion, art and pop culture Pop art, bright colors, bold design Visionary CEO and founder, trained in art & design
- 4. TRANSLATING CONTENT TO COMMERCE Capitalize on trends, but be the first Listen, really listen, to your consumers Focus on your strengths Make friends with influencers
- 5. EXTREME CANDY CHALLENGE • 2018 candy trends: spicy candy & tasting games • Extreme Candy Challenge • 12 candies, 3 categories (spicy, sour, sweet) • Sweepstakes component • Influencer/celebrity mailer • Content played in-store, on product page, Facebook ads, social media handles
- 6. PEEPS MILKSHAKE • Peeps Milkshake recipe video • 10 million media impressions • 2 million+ views on Instagram • 88% of accounts not following us • Next year, custom content with Peeps
- 7. PRODUCT COLLABORATIONS Knowing our market, knowing our customer
- 9. SWEET 16 • Sweet 16 Mosaics • 22 celebrity candy mosaic artists • In-store event • Charity auction component • 661 million media impressions • 68 million social media impressions • Celebrities included: Jessica Alba, Neil Patrick Harris, Bobby Flay, Whoopi Goldberg, Katie Couric, Martha Stewart, Jessica Beil, and more.
- 10. SWEET 16
- 11. SWEET 16
- 12. INFLUENCER/BRAND RELATIONSHIPS • Build relationships over time • Giveaways • Mentions • Community Management • Aim to do multi-pronged partnerships • Influencer lists for every aspect of our business • YTD influencer posts: 209 • YTD social impressions: 283,454,568
- 14. DYLAN’S CANDY BAR C O N T E N T + C O M M E R C E S E P T E M B E R 1 3 , 2 0 1 8 S H O P. O R G
- 15. 50% = BRANDED PARTNERSHIPS ON SHOESOF CHANNELS SHOESOF 50% = WHITE LABEL CONTENT CREATION FOR BRANDS SO/NYC CREATIVE
- 16. 1. 2.
- 17. 3. 4.
- 19. CREATE CONTENT YOU WANT TO SEE & KEEP THINGS FRESH TAKEAWAY 1
- 20. EXPERIMENT WITH NEW TOOLS AND CONCEPTS TAKEAWAY 2 YOUTUBE IGTV IG STORIES
- 21. TAP INFLUENCERS/AMBASSADORS FOR CONTENT TAKEAWAY 3 @young_emperors @the12ishstyle @babba.c
- 22. THANK YOU!
- 25. SHE’S CONNECTED, CREATIVE, & CURIOUS ABOUT THE FUTURE OF SHOPPING
- 26. SHE’S AMONG THE 70% WHO PREFER TO LEAD THEIR OWN SHOPPING JOURNEY SHE CHARTS HER OWN JOURNEY
- 27. DIGITAL CONTEN T 74% FIND DIGITAL CONTENT FROM RETAILERS HELPFUL IN THEIR PURCHASE DECISION DRIVES INSPIRATION & CONSIDERATION –
- 28. 95% PREFER IN-STORE EXPERIENCES BEYOND SHOPPING SHE SEEKS OUT IN- STORE EXPERIENC ES
- 29. –• SUBSCRIPTION BOXES (71%) • BUY IN-STORE & SHIP HOME (53%) • DIGITAL DRESSING ROOMS (33%) • MOBILE WALLET (23%) SHE’S INTERESTED IN INNOVATIVE SHOPPING EXPERIENCES
- 30. CREATIVE, AUTHENTIC, & HONEST SHE REWARDS BRANDS THAT ARE
- 31. OMNI-CHANNEL OFFERINGS THAT FOCUS ON IMMEDIACY & EMOTIONALLY-DRIVEN DIGITAL & IN-STORE EXPERIENCES RETAILERS NEED TO MIX PRESENCE WITH PRESENTS
- 32. D.R.I.V.E. EMOTIONAL CONNECTIONS TO THE CART D: DATA DEFEATS DISRUPTION R: REDUCE FRICTION & MAKE SHOPPING JOYFUL I: INNOVATE (NEVER STOP) V: BE VIGILANT & ANTICIPATE NEW THREATS E: EVOLVE
- 33. NORDSTROM + PLAYGROUND POPSUGAR BRAND PARTNERSHIPS KOHL’S + APPAREL COLLECTION COVERGIRL + MUST HAVE IT
- 34. How can content amplify your commerce? Lessons from retailers and publishers Tushar Adya President & COO Dylan’s Candy Bar Frank Weil Chief Customer Officer KWI Lexi Cross Co-Founder Shoes Of NYC Geoff Schiller Chief Revenue Officer Popsugar
Hinweis der Redaktion
- Extreme Candy Challenge - Video also located here: <iframe width="560" height="315" src="https://www.youtube.com/embed/K8BGpcRMYnw" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe> To capitalize on the trends of spicy candy and tasting games/videos, we created the Extreme Candy Challenge Candy tasting game for families 12 candies, 3 categories (sweet, sour, spicy) Enter ratings on our landing page dylanscandybar.com/extreme to win candy for a year Influencer/celebrity mailer for YouTube/Instagram video posts
- Peeps Milkshake Video also located here: <iframe width="560" height="315" src="https://www.dropbox.com/s/2ceswjkymh6k6zb/Video%20Mar%2009%2C%208%2020%2055%20PM.mov?dl=0" allowfullscreen></iframe> Recipe video, included Peeps Went viral Gained attention of Peeps, will be doing an official partnership next year #1 Instagram post of all time 10 MILL media impressions 2 MILL views 12.5k likes 6k saves 88% of accounts reached were not following us
- Collaborations (Product) Mean Girls (Paramount) Williams Sonoma Aden & Anais The Mindy Project Wilton Target Whole Foods FAO Shwarz Care Bears Starbucks
- Collaborations (Product) Mean Girls (Paramount) Williams Sonoma Aden & Anais The Mindy Project Wilton Target Whole Foods FAO Shwarz Care Bears Starbucks
- YTD X amount of influencers TYD x amount of social impressions Social partnerships (giveaways, mentions) Pocky Dry Bar The Knot Famous Birthdays Ralph Lauren Keurig Influencers (food, lifestyle, fashion, mom) Celebrities (Jessica Alba, Neil Patrick Harris, Bobby Flay, Martha Stewart, Miss Universe, Busy Phillips, Dan Levy, Kim Kardashian, etc.) Smarties Peeps Dana’s Bakery Dessert Goals Cool Haus Milk & Cream Cereal Bar Do Cookie Dough
- YTD X amount of influencers TYD x amount of social impressions Social partnerships (giveaways, mentions) Pocky Dry Bar The Knot Famous Birthdays Ralph Lauren Keurig Influencers (food, lifestyle, fashion, mom) Celebrities (Jessica Alba, Neil Patrick Harris, Bobby Flay, Martha Stewart, Miss Universe, Busy Phillips, Dan Levy, Kim Kardashian, etc.) Smarties Peeps Dana’s Bakery Dessert Goals Cool Haus Milk & Cream Cereal Bar Do Cookie Dough