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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
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
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
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
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
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
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
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
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
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
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
Campaign Design and Execution
      MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU
                                                                                  Exposed


                                                                                            Control




                                                    Exposed
                                                                  Control


www.brandlift.com         COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED                       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
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
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
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
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
THANK YOU




www.brandlift.com    COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED   20

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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
  • 18. THANK YOU www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 20