Keynote: How to Use Social Influencers to Reach Millennials Authentically & Efficiently
To millennials, social media influencers are more relatable and more authentic than traditional celebrities, and their endorsement means more to them than “traditional advertising.” But finding these influencers is only the beginning. How do you use these internet stars to their fullest to create compelling, cohesive and measurable marketing campaigns supported by the right media?
KEYNOTE
Jen Yomoah, Brand Manager, Edgewell
The 9th May Incident in Pakistan A Turning Point in History.pptx
Jen Yomoah, Brand Manager, Edgewell - How to Use Social Influencers to Reach Millennials Authentically & Efficiently
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Schick Hydro Social Influencer Strategy
September 16th, 2015
Jennifer Yomoah, Brand Manager
How to Use Social Influencers to Reach
Millennials Authentically and Efficiently
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Schick Hydro Social Influencer Strategy
• In a survey conducted for Variety, 1,500 respondents were asked how
20 well-known personalities stacked up in terms of approachability,
authenticity and more.
• Half of the choices were celebrities with high Q scores among Teens
13-17, and half were English-languageYouTube personalities with the
most subscribers and page views.
• Who do you think scored best?
Why Do Influencers Matter?
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Schick Hydro Social Influencer Strategy
Why Do Influencers Matter?
1. Smosh
2. The Fine
Bros.
3. PewDiePie
4. KSI
5. Ryan Higa
Surprised??
7. Jennifer Lawrence
9. Katy Perry
10. Steve Carell
14. Johnny Depp
15. Daniel Radcliffe
VS.
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Schick Hydro Social Influencer Strategy
Influencers Are Relatable
PewDiePie
• 67% of Millennials say digital delivers content
they can relate to (versus 41% for TV)
• 63% of respondents 13 to 24 report they would
try a product or brand recommended by a
YouTube personality
– YouTubers were judged to be more
engaging, extraordinary and relatable
than mainstream stars
• Average earned media value of an influencer
marketing program is $6.85 for every $1 spent
on paid media
Sources: Burst Media, “2014 Influencer Marketing Benchmarks Report,” March 2015; Hunter Qualitative Research commissioned by Defy Media, Fall 2014
The Fine Bros.
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Schick Hydro Social Influencer Strategy
• Brands using online video have seen lifts of 20-40% in incremental
buying over other ad forms. (comScore)
• Video is predominantly watched on mobile:
– Over half of all internet traffic on mobile devices is video.
– 70% of the video on the Internet will be accessed on a mobile
device over the next four years. (Cisco)
• Mobile shoppers are 3x more likely to click and view video than
desktop or laptop users. (Invodo)
• Mobile shoppers who viewed video are 144% more likely to place an
item in their shopping cart.
– 52% say that watching the video makes them more confident
about their purchasing decisions. (Internet Retailer)
Video = Sales
Source: http://www.forbes.com/sites/darcytravlos/2012/08/18/video-tablets-the-mobile-catalyst-for-commerce-watch-out-amazon/
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“80% of the Internet’s impressions
are driven by just 6% of its users.”
- Penny Baldwin, former CMO at McAfee
Why Influencers?
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Schick Hydro Social Influencer Strategy
Case Study
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Schick Hydro Social Influencer Strategy
BRAND PLATFORM: Taking the ordinary and
making it extraordinary… It’s what Schick Hydro
does for shaving. And it’s what the Epic Story
Project – a collection of images that tell stories of
guys’ lives – does to awesome everyday man
moments
CHALLENGE: Increase awareness and drive trial of
Schick Hydro razors by creating an emotional
connection around Make It Epic
SOLUTION: Utilize a series of social influencers to
create videos sharing their epic stories to extend
reach and generate implied endorsement
Brand the videos with custom intros featuring the
‘Epic’ campaign messaging and each influencer
getting a shave in the Schick Hydro Shave Chair
Schick Hydro – Make It Epic
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Schick Hydro Social Influencer Strategy
Make It Epic – Social Influencers
EPIC EATS
Harley Morenstein
EPIC ADVENTURE
Devin Supertramp
EPIC FUNNY
Stuart Edge
We focused on EPIC areas that appeal most to this target – Adventure, Food,
Humor – then partnered with the biggest social stars in these themes to
create videos and share branded content with their devoted fan bases.
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Schick Hydro Social Influencer Strategy
Social InfluencerVideos
We worked closely with the influencers’ teams to integrate the brand and
product into their video content. A total of four videos were then posted on the
influencers’ channels and promoted on their social networks.
Total Influencer Following
+8.8MM
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Epic MealTime Integration
Additionally, brand and product were featured in an an episode of Harley
Morenstein’s immensely popularYouTube series Epic MealTime.
+6.9MM Subscribers
+567K Views
+526K Twitter Followers
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Social Influencer Content
Over 20 pieces of social content were created by the influencers to tease
and promote their videos and highlight the brand.
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Schick Hydro Social Influencer Strategy
Campaign Results
We’ve seen millions of views and social impressions of branded content to
date.
+2MM
OrganicVideoViews
+9MM
Social Impressions
+113K
Social Engagements
+10MM
TotalVideoViews
+43K
Video Engagements
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Leveraging Influencer Equity
The influencers were featured in paid media and on the campaign’s
Tumblr hub.Teaser GIFs were also created to drive traffic to the hub
where fans could watch the full versions of the videos.
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Schick Hydro Social Influencer Strategy
Conclusion
• Confirm the target audience, relevant platforms, and
interests as well as the video consumption patterns.
• Evaluate content producers qualitatively &
quantitatively: sentiment, previous content, comments
and WOM, prior advocacy for partnership with brand or
competition vs. online influence scores.
• Look for an engaged audience sharing positive
sentiment and trust in the influencer
• Ensure the influencer is willing to speak of and integrate
the brand in a natural, organic and authentic manner
When exploring an influencer-based marketing campaign many factors should
be considered.
Quick explanation of who EPC is – Schick, BB, HT, Playtex, etc.
Social Influencers is a pretty broad topic, and for today, I am going to be focusing on the YouTube star.
Jeetender Sehdev, a celebrity brand strategist, conducted the survey for Variety and asked 1500 teens between the ages of 13-17 an array of questions to assess how celebrities and YouTube influencers compared in terms of approachability, authenticity, and other criteria. With 20 well-known personalities to choose from, the teens ranked their favorite YouTube stars. The results are astonishing.
Half were English-language YouTube personalities with the most subscribers and video views.
Half were represented by the celebrities with the highest Q scores among U.S. teens aged 13-17, as of March, 2014.
A paltry number of adults over 30 would recognize even a single YouTube star in the assortment. Smosh was one of the original breakout YouTubers, starting out in 2007. Though Smosh has managed to stay at the forefront of top YouTube stars, both PewDiePie and the Fine Brother's are the new guard of YouTube, a crew of fast-rising, superstars. PewDiePie alone commanded nearly 500M views in a single month -- to put that in perspective, as of 2014, Red Bull, YouTube's most successful brand channel, had amassed an equivalent amount of views over it's entire history.
Furthermore, Sedev found that YouTube influencers are more relatable because of their perceived authenticity and approachability. Celebrities can be encumbered by the perception of having to embody and perpetuate a certain image. YouTubers are not confined by the same rules or encumbered by a public image because they're writing the rules as they go.
Jeetender Sehdev, a celebrity brand strategist, conducted the survey for Variety and asked 1500 teens between the ages of 13-17 an array of questions to assess how celebrities and YouTube influencers compared in terms of approachability, authenticity, and other criteria. With 20 well-known personalities to choose from, the teens ranked their favorite YouTube stars. The results are astonishing.
Half were English-language YouTube personalities with the most subscribers and video views.
Half were represented by the celebrities with the highest Q scores among U.S. teens aged 13-17, as of March, 2014.
A paltry number of adults over 30 would recognize even a single YouTube star in the assortment. Smosh was one of the original breakout YouTubers, starting out in 2007. Though Smosh has managed to stay at the forefront of top YouTube stars, both PewDiePie and the Fine Brother's are the new guard of YouTube, a crew of fast-rising, superstars. PewDiePie alone commanded nearly 500M views in a single month -- to put that in perspective, as of 2014, Red Bull, YouTube's most successful brand channel, had amassed an equivalent amount of views over it's entire history.
Furthermore, Sedev found that YouTube influencers are more relatable because of their perceived authenticity and approachability. Celebrities can be encumbered by the perception of having to embody and perpetuate a certain image. YouTubers are not confined by the same rules or encumbered by a public image because they're writing the rules as they go.
For reference: Other Influencer Stats
MyLifeAsEva: 1.75MM YouTube subscribers, 16K Facebook likes, 662K Instagram followers, 264K Twitter followers (Lifestyle, fashion, beauty. Large influence on the teen audience)
TessChristine123: 1.16MM YouTube subscribers, 49K Facebook likes, 162K Instagram followers, 59.9K Twitter followers (Beauty, makeup, hair and fashion. Large influence on the teen audience.)
Anna Akana: 1.2MM YouTube subscribers, 290K Facebook likes, 205K Instagram followers, 106K Twitter followers
PewDiePie: 39MM YouTube subscribers, 6.5MM Facebook likes, 5.5MM Instagram followers, 6.48MM Twitter Followers
Fine Bros: 13MM YouTube subscribers, 545K Facebook likes, 773K Instagram followers, 1MM Twitter followers
Establish target audience and interests (e.g. female millennials, DIY activities, active/healthy lifestyle, etc.).
Review video consumption patterns (e.g. mobile/tablet 65%, desktop 35%).
Identify relevant platforms (e.g. YouTube, Instagram, Twitch, Snapchat, Tumblr, Polyvore, Pinterest, etc.).
Evaluate content producers quantitatively: Online influence scores (e.g. PIX, OpenSlate, YouTube rankings) and social media footprint (reach and active platforms).
Evaluate content producers qualitatively: sentiment, previous content, comments and WOM, prior advocacy for/partnership with brand or competition.
Assessing for fit with brand.
Outreach to agent, publisher, multichannel network, or advocacy platform: Assess willingness to work with brand, cost and availability.
COMPETITOR ANALYSIS:
Gillette:
Latest social is surrounding #FacesBehindGillette – a series of behind-the-scenes videos showing how Gillette products are made, timed for LDW: http://www.inc.com/ilan-mochari/gillette-labor-day.html
Earlier in the summer, they were promoting their new subscription service, Gillette Shave Club, as well as their sponsorship of MLB’s Homerun Derby
Shave Club’s value proposition is that blades are of better quality and last longer than DSC
They rewarded Shave Club subscribers with perks such as tickets to the games and meet and greet of players
"Gillette cannot compete with the startups on price or on novelty factors. Likewise, no startup can compete with two of Gillette's defining traits: Its 111-year history and its status as a dyed-in-the-steel American manufacturer."
They also have instructional videos on YouTube of how to shave your face/body
DSC
Brand claims to have passed Schick as #2 in the shaving industry by sales volume: http://adage.com/article/cmo-strategy/dollar-shave-club-claims-top-schick-2-men-s-razor/300247/
They have spent the most on TV advertising in the industry
Ads play on the fact that competitors’ blades are too expensive
Recent ads/posts have suggested it’s more hygienic to change blades more frequently
Their blog includes getting to know other members, as well as discussing men’s lifestyle topics such as health, food, travel, leisure, meeting the DSC team
DSC also promote other products such as wet wipes and hair styling products