Building Brand with Social Media
Mary Kay, T2 and BlogHer Shift Brand Perception
by Influencing the Influencers
www.brandlift.com
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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
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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%
Social Media Advertising
26%
63%
Video Advertising
34%
57%
34%
Increase
Stay about the same
Rich Media Advertising
29%
Decrease
Don't Use
Standard Display
Advertising
20%
Connected TV/IPTV
17%
0%
www.brandlift.com
57%
60%
37%
20% 40% 60% 80% 100%
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The Online Brand Advertising Outlook for 2012
From IBM CMO Report
But when asked about their Biggest Headaches…
www.brandlift.com
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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
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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
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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
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Campaign Design
• T2 Media selected BlogHer after a full
analysis of many blogger, social media
and word-of-mouth companies
– BlogHer presented a diverse list of influential bloggers covering many genres:
mommy bloggers, beauty/fashion bloggers, lifestyle bloggers, foodies, etc.
• BlogHer represents a cross-section of the “every day woman”
that Mary Kay was targeting
– A balanced, comprehensive program that included: blogger reviews, supporting
co-branded media that drove additional traffic to the blog posts, and a central
hub to aggregate posts
– BlogHer allowed Mary Kay to have full control over the blogger selection
process and gave T2 Media the ability to preview posts BEFORE they went live,
which was hugely important in gaining client approval
– BlogHer provided Vizu metrics to gauge lift in brand perception and purchase
intent, a critical component of the program for demonstrating success beyond
BlogHer’s standard reporting
www.brandlift.com
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Campaign Design and Execution
LEVERAGE INFLUENCE
Selected 40 highly influential
bloggers to review Mary Kay
products and act as brand
ambassadors
www.brandlift.com
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Campaign Design and Execution
AMPLIFY THE CONTENT
Used paid media to amplify the content generated by bloggers
www.brandlift.com
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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
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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
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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
Wise set. As 29.5 years old (and holding for the next
few years) I was starting to see a difference in my
skin. Not breakouts, not wrinkles, just blah.
Instantly, the Time Wise set perked my face up! I
love it :)
- Wilcoxes
www.brandlift.com
”
“ Whoa, Mary Kay, really?? I have the same 80smom association with this brand, but you just
proved me wrong, so…….I’d love to try the blueeye mineral bundle eyeshadow set.”
-Tanya
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Campaign Design and Execution
MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU
Exposed
Control
Exposed
Control
www.brandlift.com
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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
• For example, found that only one exposure to a branded blog
post drove maximum lift, capped exposure and increased reach
www.brandlift.com
COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED
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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
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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
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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 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
Mary Kay to move forward in this space
www.brandlift.com
COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED
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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/
 QUESTIONS?
www.brandlift.com
Jeff Smith
Blake Norman
jeff.smith@nielsen.com
+1 415-362-8498
blake@blogher.com
+1 650-551-1364
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Digiday’s Social Media Survey
Digiday is fielding a Social Media Survey
• What's the future of paid social advertising?
• How are brands, agencies and publishers dealing with paid
social advertising?
• All participants will receive full survey results and three prizes
will be awarded at random:
– two $500 Amazon gift certificates
– one pass to the Digiday Brand Summit in Deer Valley, Utah in December 2012
• Survey ends on September 21, 2012 so act now!
• http://www.surveymonkey.com/s/SocialAdvertisingSurvey
www.brandlift.com
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THANK YOU
www.brandlift.com
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