AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
Smis fri 1215 sponsor presentation spotlight vizu
1. Building Brand with Social Media
Mary Kay, T2, and BlogHer shift Brand Perception
by
Influencing the Influencers
Jeff Smith
CMO & SVP of Client Services,
Vizu Corporation
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 1
2. 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
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 2
3. 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%
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 3
4. The Online Brand Advertising Outlook for 2012
From IBM CMO Report
But when asked about their Biggest Headaches…
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 4
5. 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”
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 5
6. 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.
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 6
7. 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
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 7
8. Campaign Design and Execution
LEVERAGE INFLUENCE
Selected 40 highly influential
bloggers to review Mary Kay
products and act as brand
ambassadors
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 9
9. Campaign Design and Execution
AMPLIFY THE CONTENT
Used paid media to amplify the content generated by bloggers
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 10
10. Campaign Design and Execution
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
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 11
11. Campaign Design and Execution
EXPAND THE SOCIAL FOOTPRINT
Added incentives so that digital influencers would spread the
campaign across Facebook and Twitter
Page Views
Comments
Tweets
Shares
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 12
12. Campaign Design and Execution
MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU
Exposed
Control
Exposed
Control
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 13
13. 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
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 14
14. 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
• With creative, found that blog posts greatly outperformed all
other campaign creative, allowing optimization toward such
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 16
15. Campaign Results
QUANTITATIVE RESULTS: BRAND LIFT
• Drive an overall 49.1% lift in purchase intent
• Materially outperformed Vizu market norms for both the Beauty
category and purchase intent campaigns
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 17
16. 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
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 18
17. 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/
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 19