Rachel Jo Silver's presentation from the Digiday Brand Summit in Key Biscayne, Florida on April 25th, 2016

1. CREATING VIDEO CONTENT
THAT CONVERTS
@RACHELJOSILVER

2. IN THIS PRESENTATION
1. A BRIEF HISTORY OF BIRCHBOX VIDEO
CONTENT, WHAT’S WORKED AND WHAT
HASN’T
2. HOW BIRCHBOX USES VIDEO TODAY IN
2016
3. CASE STUDY: MILK MAKEUP FACEBOOK
LIVE VIDEO
4. TAKEAWAYS

3. A QUICK WALK DOWN BIRCHBOX VIDEO
MEMORY LANE
PERISCOPE

4. DIFFERENT MEDIUMS/PLATFORMS =
DIFFERENT STRATEGIES
4
YOUTUBE: INFLUENCERS + SEARCH INSTAGRAM: VALUE + DELIGHT
FACEBOOK: VALUE + SCALE
SNAPCHAT: VALUE +
ENGAGEMENT

5. CASE STUDY: MILK MAKEUP
• SALES LIFT + EXAMPLE OF BEST
PRACTICES ON THE CHANNEL
• FACEBOOK LIVE VIDEO DAY = BEST
SALES DAY EVER FOR BRAND
• 111% LIFT OVER PAST 7 DAY AVERAGE
• TOP SELLER 466% LIFT OVER PAST 7
DAY AVERAGE
• WE ADDED TONS OF VALUE FOR THE
CUSTOMER
• NEW, EXCITING, SEXY, VISUAL BRAND

6. TAKEAWAYS
• VIDEO ISN’T JUST PRE-RECORDED, IT’S LIVE
AND IT’S MESSENGER
• KNOW YOUR MEDIUM/PLATFORM AND THE
RIGHT WAY TO ENGAGE/MONETIZE THERE
• ADD VALUE
• USE COMMON SENSE

7. @RACHELJOSILVER