How WhiteWave Moved From Good To Great

1. STEP UP YOUR INFLUENCE
MOVING FROM GOOD TO GREAT INFLUENCER MARKETING

3. Lori Anderson
Social Marketing Manager
Lori leads social media strategy for WhiteWave
Foods to support its’ brand objectives and drive
consumer focused growth. Integrated planning to
deliver innovative, relevant and high performing
social content, marketing programs, and
promotions.

4. TapInfluence is focused on one thing – making it easier for marketers to connect with their
consumers in meaningful, authentic ways. Our platform is a marketplace of influential content
creators, workflow software, and social analytics – all in one.

5. Keely Nolan
Customer Success Manager
Keely has been assisting brands with influencer
marketing efforts as a Customer Success Manager at
TapInfluence for over two years. She loves working
with talented influencers - from bloggers to Pinterest
pros to Twitter aficionados across a variety of
industries - to create engaging content that tells the
brand's bigger stories.

6. “Influencer marketing
doesn’t need to be complicated
in order to be convincing”.

7. Your Path to Success
Beginner
Getting the
Conversation Started
Intermediate
Building the
Brand
Advanced
Top-of-mind,
All the time

8. BEGINNER
Getting the Conversation Started

9. Establish a “proof of concept,”
reinforced by visible results, that
sets the foundation for your social
media presence.

10. WhiteWave started with its International Delight line of flavored coffee
creamers, building a campaign around the core value of the product –
what a delicious creamer added to the coffee experience.
Driving
Conversations

11. Familiar Influencers
Who better to talk about the coffee experience
than…people who drink coffee?

12. The emphasis was on blog posts and the
topics were casual – stories about having
coffee with friends.
Content For
Conversations

13. Scaling the
Conversation
Blogs were the focus of this initial campaign,
with further reach enabled on Facebook and
Twitter.

14. EXPERT TIP.
What to Think About When
Selecting Influencers.
Influencers have a social media reach you can measure: a
number of followers, connections or subscribers. But there are
particular considerations that should match the unique
requirements of your program and your brand.

15. INTERMEDIATE
Building the Brand

16. Apply a more sophisticated
approach to the essentials –
influencer selection, content
strategy, platform reach – to
develop campaigns that deepen
brand engagement.

17. Craftier Campaigning
The goal?
Expand the
applications, and
therefore the sales,
of International
Delights latest
flavors.

18. A Variety of Influencers
WhiteWave looked to a diverse group of
influencers with several types of content across
new verticals.

19. Useful, Relevant Content
Crafts and activities, videos and
pictures, seasonal themes, recipes,
product reviews

20. More People, More Channels
The first time out, WhiteWave engaged around 30 – 40 bloggers.
Now they reached out to 100 – 120 bloggers who spread their
content, not just on Facebook and Twitter, but also on Pinterest,
Instagram, YouTube and Google+.

21. EXPERT TIP.
What constitutes great content.
Great content isn’t an accident; it comes by deliberately seeking
the intersection of three equally important elements:
Audience needs wants desires, the influencers point-of-view, and
your brand story.

22. ADVANCED
Reaching top-of-mind,
all the time

23. From Campaign to Continuity
With Silk, WhiteWave pushed past intermittent campaigns into
an “always on” approach that builds and sustains brand
influence over time.

24. Strategic Alignment
Influencer marketing no longer
merely complements traditional
marketing, but becomes an
integrated part of an overall
marketing strategy.

25. Segmented Influencer Types
To leverage its partners’ greatest strengths, WhiteWave
organized them into two general categories: Premium
Content Creators responsible for creating high-quality,
share-worthy content such as photos, recipes, crafts,
stories, etc.; and Buzz Builders and Brand Advocates who
would share and amplify the premium content through
Tweets, pins, status updates, comments and more.

26. Targeted, Structured Content
Silk’s content strategy has been organized into brand-
and audience-relevant categories and scheduled across a
calendar articulating daily/weekly, monthly, and quarterly
commitments.

27. Real-time
Analytics

28. EXPERT TIP.
What to Track and Measure.
The real key to metrics? Making sure they’re aligned to what really matters:
customer behavior. No one number provides sufficient insight. Instead, metrics
should be tracked within categories that reflect the consumer’s decision journey:
awareness, consideration, preference, purchase, and loyalty.

29. Results
In less than two months, Silk’s team of 25 Premium Content Creators made posts,
images, videos, recipes and more that reached an audience of 5 million, with
nearly 400,000 actual views, close to 28,000 Pinterest pins, thousands of
through-traffic clicks, and hundreds of shares to other social media forums such
as Google+, Facebook and Twitter.

30. QUESTIONS?