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1. Building Brand with Social Media
Mary Kay Shifts Brand Perception
by
Influencing the Influencers
Marti Zehr-Breedlove Jenny Campbell
Manager, Advertising, PR, and Integrated Marketing, Regional Vice President,
Mary Kay Inc. 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
• Performed a full analysis of many blogger, social media and
word-of-mouth companies before choosing BlogHer
– BlogHer presented a diverse list of influential bloggers covering many genres:
mommy bloggers, beauty/fashion bloggers, lifestyle bloggers, foodies, etc
• Represented a cross-section of the “every day woman” that
we were targeting
– 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 us the ability to preview posts BEFORE they went live, which
was hugely important in gaining client approval
– BlogHer’s ability to provide Vizu metrics to gauge lift in brand perception and
purchase intent was critical
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 8
9. 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
10. 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
11. 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
12. 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
13. Campaign Design and Execution
MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU
Exposed
Control
Exposed
Control
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 13
14. 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
15. 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 15
16. 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
17. 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
18. 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.
• Learned that bloggers like to offer their readers gift baskets or
sweepstakes and that component greatly enhances participation.
• For the future, try to connect Mary Kay contests, Facebook
sweepstakes, and product promotions to blogger outreach.
• Branding efforts, such as driving Purchase Intent, must be
measured against appropriate Brand Lift metrics.
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 18
19. Impact on Future
Mary Kay and T2 will:
•Continue these type of paid programs such as what we did with BlogHer
•Increase blogger outreach through our PR efforts including continuing to
outreach to some of the bloggers from this program
•Leverage Vizu to measure not only these type of blogger/social programs,
but all of our major online efforts to continue to gauge the influence of
programs
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 19
20. 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 20
Mobile questions : Julie: People have been predicting its going to be “year of mobile” for the last several years; is 2012 finally it? Potential follow on question to Julie: Initially forays into mobile have often focused on direct response – can mobile be used effectively as a branding medium? Amy: Can mobile be used effectively as a branding medium? Social Media Questions Julie: All the brand marketers I speak with tell me they’re feeling pressure to do more around social media, but also that they struggle quantifying the value of things like a “share” or a “like.” How would you recommend they think about this? <potential answer: eMarketer pointed out that while these are valid “progress” metrics, advertisers should focus on performance metrics – brand lift or sales lift)
Reference notes: We selected 40 highly influential bloggers to review Mary Kay beauty and skincare products. Each blogger shared with her audience how much she loved using the new mini compact and The TimeWise Miracle Set. Each blogger also hosted a sweepstakes on her sponsored post for a Mary Kay gift pack, filled with $100 worth of fabulous products. In addition, bloggers encouraged their audiences to visit the Mary Kay website. Each custom post in this program was featured on the blogger ’s own site, and links to each post were built into a custom Mary Kay Promotions & Prizes page on BlogHer.com. Custom blog post metrics: Blog post total page views: 101,042 Blog post unique page views: 84,156 Total blog comments: 5,013 Direct clicks to the sponsor ’s site from posts: 1,513 Comparison to benchmarks: Post page views: 101,042 (roughly 25,260 per 4-week phase) Comparable beauty programs delivered between 4,600 – 10,000 page views in a 4-week program Uniques: 84,156 (roughly 21,039 per phase) Comparable beauty programs delivered between 3,500 – 9,000 uniques in a 4-week program Comments: 5,013 (roughly 1,253 per 4-week phase) Comparable beauty programs delivered between 450 – 2,200 comments in a 4-week program Direct clicks to the sponsor ’s website from posts: 1,513 (roughly 378 per 4-week program) Above average; two recent comparable beauty programs received 159 and 235 direct clicks during their 4-week programs Time spent on brand page: 2.39 minutes Average time for BlogHer.com was 2 minutes at the time of this program Tweets linking to program: 708 (for 4 phases) Average; typically range between 200-600 in a 4-week program Facebook likes, shares, comments: 471 (for 4 phases) Above average; typically range between 20 and 100+ in a 4-week program
Custom co-branded units rotated throughout the BlogHer publishing network of 2,500 blogs, driving traffic to the bloggers ’ websites, encouraging engagement with the brand and boosting sweepstakes entry. Banner Flight: 6/1—11/18/2011 160x600 Impressions served: 9,771,549 Clicks: 4,163 CTR: 0.04% 300x250 Impressions served: 6,514,975 Clicks: 2,868 CTR: 0.04% Jory from BlogHer presents:
Mary Kay provided 185 additional bloggers the opportunity to try out Mary Kay's innovative line of products. Although these bloggers were not obligated to write a review, the generous gift created extra buzz in the community and got the product into more influential bloggers' hands. Blog posts resulting from sampling program: 38 This is very high; we expect about 10% - this represents 19%
Reference notes: Readers of the blog posts were offered an additional sweepstakes entry for sharing the Mary Kay offer through Twitter, Facebook or re-posting on their own blog. Tweets linking to program: 708 Facebook likes, shares, comments: 471
Describe here how survey was placed in control and exposed environments.
Women said things the brand cannot say itself. Transparency of these quotes was powerful
Total Readers’ Tweets of 708 (falling on high side of average) and total Twitter Impressions of 512,595 Promotion on Mary Kay Facebook yielded a .48% feedback score, which is above average for Mary Kay Facebook activity
