Hope you enjoyed our talk - if you need them, here are the slides!

1. SEO 2.1: How To Own Influencer
& Content Campaigns
Building Authentic Influencer Content
Sonali Ohrie // Digital PR & Content
Marketing Manager // ForwardPMX
Shannon Maybury // Digital Marketing
Executive // FitFlop
SLIDESHARE.NET/SHANNONMAYBURY
@forwardpmx @fitflopofficial

2. 2
From
 A “NICHE” LOCAL BRAND WITH TONING AS
ITS USP
 A SANDAL ONLY OFFERING
 WITH SEASONAL RELEVANCE
 A NARROW, AGEING FEMALE AUDIENCE
 A GLOBAL CELEBRITY BRAND AMBASSADOR
To
 A GLOBAL LIFESTYLE BRAND WITH ALL-DAY
COMFORT TECHNOLOGY & INNOVATION AS
ITS DIFFERENTIATOR
 FASHIONABLE PRODUCTS FOR ALL WEARING
OCCASIONS
 WITH ALL-YEAR-ROUND RELEVANCE
 FOR A BROADER, SUSTAINABLE AUDIENCE
 LOCALLY-RELEVANT CONTENT &
INFLUENCERS
OUR JOURNEY

3. OUR GOAL IS TO REDEFINE THE “FIT” IN
FITFLOP FOR OUR NEXT DECADE OF
GROWTH, WITH A CONSUMER-FIRST, DIGITAL
FIRST APPROACH

4. 4
FITFLOP SHOES ARE FOR ACTIVE,
MULTI-TASKING WOMEN AND MEN
WHO DON’T WANT TO COMPROMISE
ON STYLE FOR COMFORT.
There are so many commonalities in
attitudes and mindsets across
generations and nationalities, so
whilst we say our “bullseye” target is
the 30-something audience, we know
consumers of all ages have values
that align with ours, and we offer
product breadth to complement their
lifestyle and behaviours.
OUR CONSUMER
EXPERIENCE DRIVEN
ACHIEVEMENT ORIENTATED SEEKING CONVENIENCE
COMMUNITY VALUES MEDIA NEUTRAL GLOBALLY CONNECTED
EXPRESSIVE & INDEPENDENT LIFE BALANCE

5. 5
 7 Influencer Agencies
 Direct Relationships
 Always-on Approach
 16 Campaigns
 354 Global Influencers
INFLUENCERS

6. 6
OUR SHIFT TO AN INFLUENCER AND CONTENT-LED
DIGITAL BRAND STRATEGY HAS EARNED RECOGNITION
GLOBALLY
 Golden Link Awards London 2019
 Gold – Campaign of the Year
 Gold – Publisher’s Choice Award
 Finalist – Affiliate Manager of the Year
 Influencer Marketing Awards 2019
 Silver – Best use of Data
 Golden Link Awards NYC 2019
 Gold – Best Influencer Strategy
 Finalist – Best Global Strategy
 Pinnacle Awards NYC 2019
 Finalist - Advertiser of the Year
2019: THE STORY SO FAR

7. The shift to influencers

8. 8
INFLUENCER MARKETING: THEN + NOW
BloggersProduct Placement Influencers

9. 9
INFLUENCER MARKETING: THEN + NOW
INFLUENCER MARKETING LANDSCAPE IS CONSTANTLY CHANGING

10. 10
INFLUENCER MARKETING IS CRITICAL FOR
BRANDS WISHING TO ATTRACT A YOUNGER, SOCIAL
AUDIENCE
Consumers are 92% more likely to trust influencer or
peer recommendations over branded content
Bloggers can be highly influential and are the third-
most-consulted consumer decision tool for shoppers
Sharing your content through influencers in your
industry increases conversion by at least 3 to 10x
Marketing inspired word of mouth generates more than
twice the sales of paid advertising and customers have
a 37% higher retention rate
INFLUENCER MARKETING

11. 11
 Overtly Female
 Single Global Celebrity
 Restrictive Usage Rights
 Limited Content Generation Focused On
Traditional Media
 Delivering The Fashion Aesthetic Only
 Baby Boomers
 Gender Neutral Platform
 Multiple Locally Relevant Influencers
 Broader Usage Rights
 Genuine Through The Line Content
Generation And Execution
 Delivering Our USP Of Fashion +
Comfort + Biomechanics
 Xennials
FROM: FOR SUPERWOMEN TO: MADE FOR LIVING IN
THE SHIFT TO INFLUENCER CONTENT

12. “For Superwomen” to “Made for Living In”: The Approach

13. 13
DATA COLLECTION
ENHANCED
AUDIENCE
PROFILES
CONTENT
AFFINITIES AND
THEMES
Female 64% (i132)
45+ 46% (i108)
HHI £50K+ 25% (i113)
Uni 55% (i104)
Kids 41% (i100)
Q1 2018
Female 72% (i140)
45+ 42% (i114)
HHI $100K+ 32% (i141)
Uni X% (i114)
No Kids 51% (i101)
Q1 2018
DATA
ANALYTICS
CLIENT DATA
PRODUCT DATA OFFLINE DATA CRM DATA

14. 14
FINDING THE RIGHT INFLUENCERS
AUTHENTIC
DIVERSITY
A LIFESTYLE THAT IS ATTAINABLE
TO THE AVERAGE FOLLOWER
Prospecting Toolkit

15. 15
INFLUENCERS

16. 16
MULTI-CHANNEL APPROACH
SEO CONTENT AFFILIATES DISPLAY PAID SOCIAL PR
FITFLOP AUDIENCE
ALL CHANNELS
MULTI-CHANNEL STRATEGY

17. 17

18. 18
PAID RELATIONSHIPS DRIVE ORGANIC INFLUENCER CONTENT

19. Data Insights and Results

20. 20
AUDIENCE DATA
Female 64% (i132)
45+ 49% (i108)
HHI £50K+ 25% (i113)
Uni 55% (i104)
Kids 41% (i100)
Q1 2018
Female 72% (i140)
45+ 42% (i114)
HHI $100K+ 32% (i141)
Uni X% (i114)
No Kids 51% (i101)
Q1 2018
Female 73% (i142)
35+ 68% (i120)
HHI $100K+ 29% (i134)
Uni 54% (i104)
No Kids 51% (i101)
Female 63% (i129)
45+ 46% (i108)
HHI £50K+ 21% (i107)
Uni 54% (i104)
Kids 41% (i100)
Q1 2019
Q1 2019

21. RESULTS:
2.4m
Reach
4x Uplift
When Using
Influencer Content
in Ads vs.
Campaign Imagery
250k
Unique
Clicks
165%
ROAS
A F F I L I AT E S : O R G A N I C :
11m
Instagram
Impressions
266k
Interactions
158m
Facebook
Impressions

22. Thank You!