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  1. 1. Organic INFLUENCERS on social media
  2. 2. “I think what’s so interesting for people is that I don’t take it so seriously and yet I am still immersed in the [fashion] industry,” ManRepeller Challenging Hierarchiees in High Fashion Strongly digital and desire to stay away from traditional print media Accelerating own career via dynamic, evolving digital channels
  3. 3.        More and more, brands are forgoing traditional methods of PR and media – reaching out instead to online influencers to harness their viral influence, widely & not organically disseminate the brand message, & reach otherwise inaccessible targets. Front row seats- & feedback online from these influencers almost as crucial as the front-row shows that they’re invited to Power of the Online Influencers
  4. 4. real characters don’tneedScripts
  5. 5. Voice= Personal not coerced & explcitly marketing a brand, product, service, or name Currated and created by ‘real’ voice
  6. 6. Relatable OrGaNiC CoNTENT generates deeper trust & wider engagement/response than Internal / brand created contentı influencer- created content, presented in a storytelling format over multiple posts, generated far more content than any digital marketing materials created internally by the brand. ı
  7. 7. Rising Talent- creating own content young adults watch significantly more online video than do their elders, according to Nielsen. In the first quarter of 2014, consumers aged 18-24 viewed 2 hours and 28 minutes of online vids per week — “hanging out and getting drunk and making silly videos [jenna marbles] Executing ideas & social interaction rather than scripted response
  8. 8. New Brand Story-Tellers Shift from product to participation
  9. 9. “We’re moving from a knowledge economy that was dominated by technology, into an Experience economy controlled by consumers & the corporations who empathize with them.” {Bloomberg}
  10. 10. The BLOGGERS: nothing intangible but influential
  11. 11. Core characteristics of ‘good’ blogger 1. trustworthiness (the perception that bloggers were not being influenced by outside sources, such as companies) 2. expertise (the perception that certain fashion bloggers were experts on fashion, choosing only the best pieces of information to share with their readers) 3. authenticity (the perception that the blogger’s persona was similar in both the online and offline environment), and 4. personal relevance to the readers (the participants all responded positively to blogs that they could personally relate to. Ie accessible both in personality & in price/ lifestyle choices
  12. 12. Emphasis on Lived experiences & active participation Experiencing the world through the ‘haptic’ – through touch, not just through the skin, but touching it through other senses-‘touching with our eyes, our gaze, our sense of smell and “touching it with your mind” “We can never really touch the present because as soon as it is here, it is gone” {Brazilian artist, Ernesto Neto} mixing the sensorial with the cerebral scale variations from the miniscule to the vast
  13. 13. “Storytelling drives engagement: Through MEMORABLE,RELATABLE,& emotionally compelling NARRATIVES Break down complexity into easily digestible forms of information via anecdotal structure. “Storytelling Is always the art of retelling Stories” {Walter benjamin}
  14. 14. The natural process of story means that unlike pure data, the story has greater potential to be stored in memory, integrated into experience, and recalled in some form at a later date.
  15. 15. I believe we make stories because we have to Create a World in which we can live. Anais Nin “I could not live in any of the worlds offered to me — the world of my parents, the world of war, the world of politics. I had to create a world of my own, like a climate, a country, an atmosphere in which I could breathe, reign, and Recreate myself when destroyed by living. That, I believe, is the reason for every work of art.” – Anaïs Nin
  16. 16. The Importance Of the storyteller- Stories don’t necessarily need to be exotic and mysterious
  17. 17. *:Greater Sense of Perspective – angle of vision something relatable from existing everyday experiences. *
  18. 18. “I don’t have the look for a model or what have you. I don’t have the talent for a photographer,” “What I’m able to offer is my personality. That’s what people like about me” {BryanBoy, Blogger]
  19. 19. And unlike the explicit brand marketing of before, stories do not force information “The most extraordinary things, marvelous things are related with accuracy, but the psychological connection is not forced on the reader. It is left up to him to Interpret- the narrative achieves an amplitude that information lacks.” – Walter Benjamin in ‘The Storyteller’
  20. 20. Through these social hubs, WOM gets Really, really Loud The rise of digital technologies has enabled consumers to connect and interact with one another via the Internet, but it has also encouraged consumers to share their feelings and opinions on products and organisation Instead of reaching a small group of people, as with traditional WOM, consumers can now connect with thousands of individuals (Owen & Humphery, 2009) via online discussion boards, social networking websites, online communities, review websites and blogs
  21. 21. Prime time, Online •  1.4mil views pmonth {bryanboy} •  Aspirational 4mil views for glamorai interior design •  Susy lau, style bubble
  22. 22. Instagram Influencers & Big Brands- Mutual benefit (accelerates their careers, maintains their independence from mainstream media jobs & boosts brand) 1.  Into the gloss & super-innovative warbyy parker glaasses . 2. Bib ling dj & dubai based party girl/blogger collab. With pretty ballerinas, LV, Forever 21, teen vogue 3. Susai lau style bubble- uniqlo, selfridges, topshop, & urban outfitters as well as promoting emerging new talent. 4 cupcakes & cashmere- recently signed beauty deal with estee lauder .
  23. 23. Instagram Influencers & Big Brands- Mutual benefit (accelerates their careers, maintains their independence from mainstream media jobs & boosts brand) Pink peonies’ blog founder, rachel parcell makes close to 1mil$ per yr from blog. 4’the new celebrities’, freq appearing on most influential lists & best styles.
  24. 24. So influential opinion Leaders working on collective level – core part of brand’s diffusion process
  25. 25. The creeping spread of the ONLINE influencers . Game changers & disruptors
  26. 26. Sponsored posts, name-dropping &product placements de rigor in blogosphere but for brands, this has huge potential- brand messaging comes across as intimate not explicit/ forced advertising Pixiwoo YouTube” . PixiwooYouTube”.
  27. 27. Trigger engagement in more natural way- they’re just ‘like us’ vibeà conversations are Credible. Elle recognized this potential when they hired an in-house blogger to amp up their own brand & ‘Bring Life’ to Elle. Influencers = amplifiers for a brand &holdenormouspowertoshapepublicperceptiononabrand– integralpartofonlineconversations
  28. 28.         Prime time Real Estate…Online * Bryanboy, Style Bubble’s Susie Lau, Fashion Toast’s Rumi Neely, Kelly Framel of The Glamourai and the Man Repeller have laid claim to their fashion insider statuses and prime real estate when it comes to nabbing London & NY Fashion Week front row seats
  29. 29. Huge Social Media Presence More than 142,000 followers on instagram Nastygal’s Sophia Amoruso People more influential than the brands themselves? “Andy warhol said everyone could have their 15mins of fame, but there’s no reason that can’t last a lifetime if you have the right tools.” {man repeller} first launched her store on eBay and used social media to build her “unapologetically sexy” brand, now heads a full-fledged fashion e-retailer that made $28 million in revenue in 2011
  30. 30.        Collaboration with uniqlo: brand tapped into local tastemaker in US expansion – musicians, artists, bloggers, chefs. 50K site visits per day. Online Influencers: Spread information& encourage diffuse spread to wider audience; can influence decisions and help new ideas gain tractionı
  31. 31. “A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so” –  Mahatma  Gandhi  
  32. 32. fashion blog followers may read blogs to determine which trends or styles they want to avoid in order to protect their self concept. By reading a variety of blogs, the blog follower can identify which groups and trends they do not want to be associated with. Hence, they can avoid a negative self-concept in some situations, or in other situations approach a positive self-concept (Banister & Hogg, 2003).
  33. 33. I want Man Repeller to become is a destination, not just a blog. A place where women and men and whatever come to feel empowered by the content. I don't want it to just be this fashion blog with cute, funny, quirky pictures. I want it to be a place for women to celebrate each other, and female intellect and that's definitely the next step I'm taking
  34. 34. Powerful, personal, intimate, organic content – according to research 5-10% online influencers are responsible for 60-80% purchase influence = significant influence on pre-purchase & post-purchase consumer behaviour “opinion  leaders  represent  a  powerful  group  in  the   marketplace  because  they  can  influence  consumers  via  word   of  mouth.”   Zoella: teen vlogger, turned hobby into career, recently collaborated with UK Superdrug for own product line . More than 7mil YouTube Subscribersı
  35. 35. the similarity between blogger and reader also has an impact on attitude formation and the decision making process, beyond just aspirational factors. . & even though many bloggers used product placement and accepted free products from companies, the participants in a recent study did not regard them as biased because they believed the bloggers would only blog about products which they believed were good.
  36. 36. Therefore Reaching Enormous Audience through usEr GENEraTEd content – sparking conversation, not telling information
  37. 37. Video Killed the Radio Star
  38. 38. Jean Rouch, Camera & Manı “What are these films & by what weird name shall we give to distinguish them from the rest? Do they actually exist? Those rare moments where he can participate in strange ceremonies, move through a village, cross places he has never seen yet recognises perfectly wellı
  39. 39. Mastersofselfpromotionandnetworking,seamless blendbetweenonlineandofflinesocialimportance- activeengagementthroughconversationwithfan baseonlineX The digital disruptors
  40. 40. Meet the digital disruptors #socialmedia Create compelling content “there's no limit to shelf space in the online world that gives them an advantage in stores, meaning the fight might be a little fairer. Consider that Amazon's top-selling cereal right now isn't the supermarket leader Cheerios but a gluten-free brand of rolled oats called Bob's Red Mill.” {adage}
  41. 41. Explosion of Self-Ethnography film “Since young anthropological filmmakers declared that films on rituals and traditional life were out-of-date, there have never been so many films depicting "primitive" cultures, and so few on the problems of development.ı For example: since the creation of film collectives, there have never been so many authored films in cinema and human sciences, and, simultaneously, so much decadence on the part of filmmakers participating in these collectives.ı In short, if ethnographic film is attacked, it is because it is in good health, and because, from now on, the camera has found its place among man.-” - Jean Rouch On Man & Moviesı
  42. 42. Variety survey on influencer •  “ stars scored significantly higher than traditional celebrities across a range of characteristics considered to have the highest correlation to influencing purchases among teens. •  You Tubers were judged to be more engaging, extraordinary and relatable Looking at survey comments and feedback, {variety} “Types not filtered & carefully orchestrated persons unlike typical Hollywood stars…encouraging unvarnished individualism” – e.g shane dawson, 12+mil subscribers across his 3 youtube channels Looking for candid & relatable risk-takers & Humour helps
  43. 43.         Meaning of vlog, less stylistic/aesthetic criteria. Instead meaning centres on it as means of communication, way of connecting/ making communities New channels of communication online ‘raw’authentic,natural–editingskillsperceivedauthenticity.,being‘real’/ sincere,bothstylistically/visually,&insentimentofexpression.Realpeoplewith realflaws,notpolishedperfectionofastagedperformance.
  44. 44. A vlog is many things, and different things to different people, but most broadly it is an expression of a self. Yet this expression is not unbridled. There are rules and codes in vlogging; whether or not a video follows a set of standards distinguishes it as either “real” and “sincere” versus “fake,” insincere and professional — self– and community–centered as opposed to audience– or market– centered, to frame it another way. Lonelygirl15 succeeded at first because it was seen as sincere, personal and community–focused and nearly fell apart after revealing its professional, market–centered intent (it lived on successfully as an online television show). 1st Monday blog
  45. 45.         Vlogging. Auto-Ethnography? New forms of expression, community, & identity emerging Exposure to new forms of social interaction & new avenues for dialogue within & across groups- for researchers this means being able to push back the limits of the participative process Exploring self-presentation, real &imagined audience, influencers, group dynamics, on stage & off stage behaviour Self-presentation through online & offline multimedia
  46. 46. Brands that have an ‘authentic presence’ both on and offline are those that naturally foster Organic Growth
  47. 47. Brand storytellers
  48. 48. Unilever teaming up with Vice: content channels to target specific demographics “A different way of working, recognising this is an audience that engages with content in a different way.” unilever   New ways of working: delivering content relevant to audience & appropriate for brand
  49. 49. To get the message out to a millennial audience, McDonald’s is also heavily working with social media vloggers.
  50. 50. Using Social media influencers to Spread the Word Mcdonald’s tappedintothisindec2015campaign –generate‘voices’ofconsumersong,‘Iwishitcouldbe Christmas’,endswithcalltoactionandmostimportantly, involvementfromconsumersthemselvestogetinvolved& participate,addingtheir‘ownvoices’.Alsoappealto millennialconsumerswith‘cab-i-o-ki’taxicampaign Shift from low-key to mass involvement: “We used to do very low-key festive campaigns that were focused on food and beverage. This year we wanted to highlight the broader emotive role that the brand plays in people’s Christmas journeys. It’s certainly our biggest Christmas campaign yet in terms of investment.” [McDonald’s]
  51. 51. •  Disney purchased large Youtube channel, Maker Studios for 950milı •  Dreamworks animation purchased Awesomenesstv for 117$milı Rising Talent- creating own content “It wasn’t so long ago that establishing unknown talents required aggressively marketing them in film and TV in hopes of pumping up box office or ratings. But digital platforms have flipped the conventional formula on its head. Online personalities amass an audience first, and make money after. And what’s more, building that audience can be done without Hollywood’s help” {Variety}
  52. 52. result of a survey Variety commissioned in July that found the five most influential figures among Americans ages 13-18 are all YouTube faves, eclipsing mainstream celebs including Jennifer Lawrence and Seth Rogen
  53. 53. •  Self confessional platform •  Or directed to audience- to gain credentials, popularity, attention, respect, influence •  Heavily edited vs natural/raw ‘native’ •  Satirized role plays/ parodies •  To market self to….no intended audience /’anonymous blogosphere’ vs. market for explicit purpose [social popularity, brand endorsement, etc] vlogging= EMbodiMENT of YouTube's slogan “broadcast yourself”
  54. 54. Forbes’ top 30 under 30 Pioneers of a new unapologetically personal & intimate generation? I communicate to my readers and followers as if I’m talking to a friend. I also share photos of my obsessions, what I experience in a day, etc”- Bryan Boy “the tone of the site is very personable, it's like [my readers are] my best friends.”- Man Repeller
  55. 55. ‘BuildiNG a CoHEsiVE CoMMuNiTY &HolisTiC REspoNsE
  56. 56. Channeling Online Communities= ı Organic brand interactionı Most consumers tend to have a few favorite bloggers, whom they rely on for tutorials and entertainment. As a result, when an influencer mentions the same handful of products on an ongoing basis, it signifies to her followers a powerful sense of trust
  57. 57.         Manrepeller’s Leandra Medini: 10% revenue from online store selling personal clothing/gifted items; 30% ads, 60% brand endorsements “I am probably more monetiasable than the actual site.”
  58. 58. “ultimately what I want Man Repeller to become is a destination, not just a blog. A place where women and men and whatever come to feel empowered by the content. I don't want it to just be this fashion blog with cute, funny, quirky pictures. I want it to be a place for women to celebrate each other, and female intellect and that's definitely the next step I'm taking” the tone of the site is very personable, it's like [my readers are] my best friends.
  59. 59. Inslee haynes:collaborations with neiman marcus, rachel zoe, stuart weitzman , huffington post, elizabeth arden, etc. SCOTT SCHUMAN OF THE SARTORIALIST ‘TRUE LOVE’ COLLABORATION WITH TIFFANY’S {ENDLESS LIST OF OTHER COLLABS. INCLUDE GAP, KIEHLS, MOSCHINO, BURBERRY}
  60. 60.         New Trend Ambassadors Enormous Appetite for Beauty on Social Media over 45,000 non-brand-related beauty vloggers on YouTube About 75 hours worth of beauty content is uploaded to YouTube every day, and makeup how-tos are the most frequently searched item on the platform, a YouTube rep told Racked. In 2010, beauty videos on the site averaged 300 million views a month; as of last year, beauty videos got 700 million views a month.
  61. 61. Meaninful Connections means unscripted. Raw, unpolished, crafted not with skill but with sentiment. {nb especially resonant during holiday times of the year}: ı &PowEr oF the unscripted message Carries Over across categories from BEauTY To Coca cola- ‘Real moments’ {Not Scripted, Personalised Moments}ı
  62. 62. How mainstream & niche players are getting closer to consumers through experiential marketing, fostering emotional connections SoCial lY INFluENTial BEauTY BraNds Brands forging closer connections with audience by moving beyond functional end-result ı     e.g. } ı
  63. 63. EMV is Tribe Dynamics’ prescribed metric referring to the quantifiable dollar amount assigned to publicity gained through social word-of-mouth marketing accomplishments. “Our holistic approach assigns a specific dollar value to each respective form of content based on the perceived value of each to brands within the industry, as it pertains to establishing ongoing relationships with influencers.” {tribe dynamics] NEw MEasurEs oF ValuE
  64. 64. & this means longer-term sustainable growth & lifelong fans
  65. 65. Prestige vs. mass brands Cultivating meaningful relationships & communicating in conversation, especially with emotionally invested brand ambassadors -Soap & glory higher rating {tribe} over mass leaders like clinique for earned media rating -64% difference between prestige/small and mass earned media rating -top channel users are estee lauder, olay, dove, neutragena & soap & glory across different online channels {youtube, instagram, etc}
  66. 66. SoCial MEdia EMV = EARNED MEDIA VALUEı Key driver for beauty category in 2015 [tribe dynamics]
  67. 67. Meaningful CoNVErsaTioNs
  68. 68. •  LUSH: INVITED INFLUENCER & animal welfare fans S TO CONCOTE OWN PRODUCTS •  KIEHL’S TOOK BLOGGERS ON LUXURY YACHT FOR SKIN SPA PAMPERING- RESULT WAS AMBASADORS SEEMLESSLY INTEGRATED PRODUCT REFS INTO THEIR ‘DAY IN THE LIFE OF’ STYLE POSTS AND let many see brand as aspirational as well as building strong emotional attachment to its community, with many of the influencers continuing to use & feature kiehl’s products after the activity was over ENGaGiNG wiTH Influencers
  69. 69. It’s a mix of finding the right project and a connection,” she said. “I always think, ‘Are they going to understand our visions when we’re working together?’ I also think about what it is and if it feels natural in my life. ‘Do I like this product? Would I wear this?’ It’s very simple actually.” {garance doré, partner of the sartolialist’s scott schuman}
  70. 70. Approaching New demographics -Clinique’s ‘Face forward’ younger consumer base -Aveeno & Neutrogena {let’s solve it}, emphasis on individuals unique needs to individual needs =EMpowEriNG iNdiViduals
  71. 71. Brands& Influencers Vogue’s 100yr heritage vs the up & comers    Vogue, the 100+-year-old fashion magazine, has 3.5 million followers on Instagram. Chiara Ferragni, a fashion blogger, known as “The Blond Salad,” who started her blog five years ago, has 3.2 million followers. (And, she had more followers than Vogue when I first checked five months ago.)
  72. 72.         Vogue’s not-so-obvious choices for new infleuncers network – appointed to extend reach of their products via social media platforms Vogue’s reaction to criticism as no longer cult-relevant
  73. 73. Susan Plagemann, vice president of publishing at Vogue, told AdWeek, “There are a lot of people who are self-appointed experts. The biggest difference is, we’re developing a program of ambassadors who spread the word digitally across a very big network about the access that’s been given because of Vogue.
  74. 74. •  Influencer camila coelho instragrammed photo at opulent spa with brand during new york fashion week •  Post generated 52.5K likes •  Reinforced associations with indulcence & luxuty •  Like lush, emphaissed ingredient transparancy by inviting inlfuencers along to make their own products •  ‘celebrate the harvast nights’ – invited to wider public •  Partnered with harvard university in product dev. LuxurY wiTH French Caudalie “Making these on-brand events welcome to consumers, not just influencers, strengthened the authenticity and accessibility of the Caudalie brand, while still maintaining its value proposition of upscale self-indulgenc” {tribe report}
  75. 75. Elevating & Inspiring Confidence Collaborated with wunderkids like Tavin Gevinson – young, bold, unconventional, and highly ambitious {first blog when 11 or 12}
  76. 76. ‘make a promise & put it out there’ -{Centered on 3-step skincare system but ‘updated’ to suit more millennial brand relationship- feelings first; products 2nd}
  77. 77. Collaborated with wunderkinds like Tavin Gevinson – young, bold, unconventional, and highly ambitious {first blog when 11 or 12} ‘Nb no ExpliCiT AdVErTisiNG REFErENCE To THE BraNd
  78. 78. Jun-Sept 2015 {tribe dynamics report} LusH @ Top oF LEadErboard “By consistently inviting influencers to be a part of the company’s family through meaningful, brand- relevant approaches, Lush consequently benefits from their genuine and longstanding support. Furthermore, the on-brand personalities of these selected influencers help Lush maintain an authentic, defined personality to everyday consumers.” [TRIBE DYNAMICS’ REPORT ON COSMETIC EARNED MEDIA VALUE, JUNE-SEPT 2015]
  79. 79. ‘DriViNG ValuE THrouGH PErsoNaliZEd offerings -E.G Soap & Glory- personalised/ name on products sent to Influencers -Not sponsored, gained trust with perceived authenticity -Important step to gathering life-long loyal follower community- much longer lasting than one-off/ explicit marketing strategies -
  80. 80. •  Faceforward campaign- multi channel •  Interactive’ solve my achne’ quiz •  Bravery of ‘bare faced’ for influencers & emphasized transparency, openness, & honesty of the brand , as well as showing something many could easily relate to. •  Similarly, aveeno addressed unconventional ‘unscripted beauty’ online campaign . TraNsparENCY wiTH NEuTroGENa & AVEENo “xxx “In these storylines, healthy skin and a healthy skincare routine serve as an empowering jumpstart or accessory to a “beautiful,” fulfilling life, but do not define whether someone is beautiful or not” {tribe dynamics}.ı
  81. 81. Investing in long-term collaborations: customers looking for more than traditional brand-to-consumer relationship, eg through the sharing of expertise or through authentic, emotional connectionsı LiFE is a STaGE
  82. 82. e.G Neutrogena's #let’ssolveit focused on individual skin types & issues to be targeted. = HONEST VOICES & REAL BARE & BRAVE FACES FOR BRAND ADDED LAYER OF HONESTY & RELATABILITY IN THE BRAND’S RECOGNITION OF USER’S REAL SKIN CONCERNS PlaCEd unique Needs oF CoNsuMEr @ Heart oF REspoNsE Influencer, Sienna Mirabella’s involvement in the campaign netted 24.5K Likes for the brand “In these storylines, healthy skin and a healthy skincare routine serve as an empowering jumpstart or accessory to a “beautiful,” fulfilling life, but do not define whether someone is beautiful or not” [Tribe Dynamics].ı
  83. 83. xxxx. ı Both ExTENdEd Reach oF BraNd & Unified under A CorE bEliEF & CoNsisTENTlY HoNEsT & Organic VibE “heartwarming, photos of their young children and pets that were obviously taken with love and implied that the bloggers trusted the brand enough to use its products on their families.” {tribe}
  84. 84. An effort by CliNiQuE To ENGaGE & empower YouNGEr demographic CarEEr Goals iN Face-Forward CaMpaiGN. – confidence, ambition, empower, aspirations, action
  85. 85. •  Authentic & meaningful campaign •  Wide audience with wider demographic than usual instagram influencers •  In 4 months, brand earned $1.9m from social media campaigns AVEENo’s soCial MEdia success THrouGH uNsCripTEd bEauTY “”Natural authentic beauty” & “a natural, positive outlook during situations & events that don’t go as planned.” Teamed up with online social media influencers to promote both “natural authentic beauty” and “a positive outlook during moments/situations that don’t always go as planned.” Users were invited to post a photo, tagged #UnscriptedBeauty, #Aveeno, and #contest, of either themselves or their family in a moment of “unscripted beauty” (in Aveeno’s words, an “unscripted, candid beautiful moment”) oı
  86. 86. #Unscripted Beauty campaign by Aveeno proved a success because it united users in an effort to celebrate one of the brand’s defining value propositions. ı & Overall…
  87. 87. brands Dove, Neutrogena targeting through EMpowErMENT More trad consumer facing channels like twitter #chooseskinhealth neutrogena campaign & dove’s #loveyourcurls & #mybeautystory. Neutrogena also held a ‘twitter party’ with online blog influencers as well as industry experts. Hashtags used across channels to build anticipation for the event. , especially amongst latino blogging community through partnerships {TribeDynamics Report]ı
  88. 88. ‘CHaNGiNG CoNCEpTs oF SoCial OuTrEaCH -eg Lush from Frogs, Sharks, to gay rights -- diverse, unique, allows consumers to feel equally involved in supporting ‘the underdog’ - ‘Love -’Gay is Ok’ gold soap by Lush 2015, profits to grassroots charities working towards equal rights. & during Shark Week, collaborated with Discovery Channel, exclusive soaps designed to raise awareness of illegal killing of sharks
  89. 89. Why it works: Generosity Transparency, Attention to individual needs of influencers, EMoTioNal INVolVEMENT = LasTiNG CoMMuNiTY oF BraNd AdVoCaTEs
  90. 90. 1.  MAC 2.  NYX 3.  TOO FACED 4.  MAKEUP FOREVER 5.  NARS 6.  ANASTASIA BEVERLY HILLS SoCial lY INFluENTial BEauTY BraNds Engaging vs. exclusivityı -fostering closeness through meaningful storytelling ı E.G MAKEUP FOREVER: ‘Life is a Stage’: Professional standard but made accessible for everyday. Imbues consumers with technical & artistica knowhow without alienating brand as inaccessible ı
  91. 91. Brands& Collaborators Often early adopters: can influence diffusion of new trends & unknown brand newcomers
  92. 92. •  L’oreal’s collaborative social engagement through shared pinterest boards & continued work with social media savvy karlie kloss & her 3.1mil instagram followers – e.g. #yeswecannes @ the film festival •  Huge blog hype (eg xojane) for urban decay’s much awaited naked 3 palette- increased brand engagment by 40%! •  Collaboration with French blogger, marie of enjoyphoneix- 9 out of 10 favourite posts were ones created/featuring her, & content published by the brand itself gathered only 1/3 response hers did {she generated over 110K likes & over 600comments for a single instagram shot @ ud pool party “MAC, NYX & NARS most talked about on YouTube in ‘native video content’- established brands for high quality, reliable products YouTube star AlexandraGirlyTalk nets upwards of 796k views from a single video tutorial using her favorite products
  93. 93. CCC of content Create their own original content Curate playlists on trending beauty topics {e.g. ‘sephora beauty haul’} Collaborate– with youtube influencers in organic way
  94. 94. sePHORA– beauty micro- moments •  Beauty content on youtube grew 50% from 2014-2015 , how-to searches up 70% •  Sephora now gears majority of online presence to video tutorials { 60% of their video content}
  95. 95. L'Oreal Shoppable Gifs Real-Time Brand Engagement for Golden Globesı {RECrEaTEd REd CarpET} Unique way to engage and add value to their social community- distinctive & cross-platform & real-time responseı     The social team used a 360-degree camera to shoot video recreating makeup looks as celebrities walked down the red carpet. The videos were turned into GIFs and were uploaded to L'Oreal's Instagram, Twitter and Tumblr- each post contained e-commerce links to ‘shop the looks’ in real time
  96. 96. Heavily documented across social media {karlie kloss & other online influencers} – unique, glamourous exeriences @ world renowned & highly aspirational global event. With Kloss as primary ‘voice’ , had humanised/ real feeling vs. forced/explicit branding ı Yes we Cannes: L'Oreal 37% iNCrEasE braNd Engagement between April-May {FilM FEsTiVal} The versatility of content related to the brand presented L’Oréal as a multi- dimensional being: more human than a static entity, with multiple interests and characterististics
  97. 97. More Fluid Story/Narrative & Choice of french possibly inspired by UD’s latest acquisition by L’Oreal & exposes US brand to foreign demographic as well as moving away from heavy ‘rebel’ image of brand to channeling into effortless French style?. ı 30k brand vs. 100k likes for organic content STaTiC Brand sHoTs Vs. AliVE/ IN Context of Lived Experiences FroM bloGGEr
  98. 98. •  Niche ‘human’ brand story {already relatable/well known through her la ink tattoo reality show} & expertise, precision, skill – •  brand leveraging her background as highly sought after tattoo artist to play into growing trend for artistry skills by normal people- helped by kat’s own video tutorials that apply classical art principles [e.g. light/shade in contouring} •  playS into current huge trend as well as offering valuable learning resource for those who want more than just product in cosmetics category. NiCHE, E.G. KaT VoN D – FrEsH new class oF influencers Unconventional beauty role model- appeals alongside unique personality & founder’s story – a ‘real person’
  99. 99. Increased interest in illustration in brand campaigns reflects wider cultural capitation with all things crafted, tangible, relatable, real
  100. 100.         *Sally Sprat *ekaterina koroleva * Perfume&Beauty Collaborations with illustrators
  101. 101. •  Anastasia .  The brand’s social influence success rests on the shoulders of a handful of influencers{followers & engagement can far surpass typical Hollywood celebrities/television icons} •  In February 2015 alone, Anastasia was mentioned in sixteen Instagram posts with over 50K likes each; the photo receiving the most likes surpassed 90K likes. Anastasia’s Strong Brow Game= Viral followers “Making these on-brand events welcome to consumers, not just influencers, strengthened the authenticity and accessibility of the Caudalie brand, while still maintaining its value proposition of upscale self-indulgenc” {tribe report}
  102. 102. Colorpop: Huge growth Feb-April 2015, surged 37% due to youtube saturation & by brand ‘fangirling’ themselves on a fan {therefore humanising brand, accessible, not aloof}s – deeply personal & emotional experience with vlogger. : Makeupforever also dramatic growth 32percent in only 2 monthsı DraMaTiC GrowTH E.G Colourpop: Instagram influencers – 20- but all with over 1.5mil followers led to massive surge in brand recognition for newcomer brand, Colorpopı
  103. 103. Beyond Vlogger’s collection named after her dog, ‘insider knowledge’ / quirky culture/ COLOURPOP’S ı Product names: ı -Pegacorn {taylor swift’s halloween costume} ı -Baeı -So Quiche {Australian mockumentary} ı ‘THE NapolEoN DYNaMiTE oF MakEup Being accessible whilst still insider knowledge/ niche cultural references- to ‘be in the gang’/ in the know, reaffirms sense of community
  104. 104. “This deeply emotional experience for her is inextricable from the real relationship she has with the brand. {tribe report} : “"We think that the whole barrier between fancy and affordable is absolute nonsense. That’s why all of our products have luxury formulas at prices that won’t break the bank.” ColourPop CoHErENT & EasY To CoNNECT Brand Identity: Accessible, Relatable, but still Sharp, Smart, & Sassyı
  105. 105. Online products shown with 3 different skin tone swatches/ widens access/ ability to cater to diversity of skin tones . “The brand manages to keep the brand open and inclusive, while making each blogger, and thereby consumer, feel unique and catered to. –in the same way that a real, one-of- a-kind friend can be seen as cool and genuine at the same time. :’ı UNiQuE TasTEs oF iNdiViduals Builds Meaningful Relationships across diverse audience. Individual focus yet Accessible Reachı
  106. 106. Meaningful Connections: ı ,Reflections, & Confessions: Brand’s blog= Sharing Storiesı Fostering personal Connections on ColourPop’s blog, as well as detailing their contingency plan in case the Earth is under attack- they’d flee to Ewok of Starwars fame. ı ‘KalE SMooTHiEs
  107. 107. The nature & purpose of every story is that it contains- {covertly or explicitly}- something useful {That transcends space, place, & time}

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