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Page 1 9/16/15 Schick Hydro Social Influencer Strategy September 16 th , 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
September 16th, 2015Jennifer 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-language YouTube personalities with the most subscribers and page views.
• Who do you think scored best?
Why Do Influencers Matter?
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Why Do Influencers Matter?1. Smosh2. The Fine
Bros.3. PewDiePie4. KSI5. Ryan Higa
Surprised??
7. Jennifer Lawrence9. Katy Perry10. Steve Carell14. Johnny Depp15. Daniel Radcliffe
VS.
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Influencers Are RelatablePewDiePie• 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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• 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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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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Make It Epic – Social Influencers
EPIC EATSHarley Morenstein
EPIC ADVENTUREDevin Supertramp
EPIC FUNNYStuart 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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Social Influencer VideosWe 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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Schick Hydro Social Influencer Strategy
Epic Meal Time IntegrationAdditionally, brand and product were featured in an an episode of Harley Morenstein’s immensely popular YouTube series Epic Meal Time.
+6.9MM Subscribers
+567K Views
+526K Twitter Followers
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Social Influencer ContentOver 20 pieces of social content were created by the influencers to tease and promote their videos and highlight the brand.
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Campaign ResultsWe’ve seen millions of views and social impressions of branded content to date.
+2MM Organic Video
Views +9MM Social Impressions
+113KSocial Engagements
+10MM Total Video
Views+43KVideo
Engagements
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Leveraging Influencer EquityThe 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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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.
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Questions?
