We're living in a world where authenticity, trust, and transparency are make-or-break propositions for brands. Increasingly, the content that customers trust and seek out to inform their purchase decisions is content from influencers and consumers like them. A recent Forrester Research survey found that influencers are now second only to agencies as the primary source of content for B2C marketers. As digital continues to proliferate and evolve, so too must influencer marketing. Join Mavrck to learn how CPG marketers can scale and expand influencer marketing strategies that increase business value, with examples from brands like Kraft Heinz, P&G, and Godiva.

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How Brands Transform
Influencer Marketing to
Social Proof at Scale
August 2019

2. Technology has democratized
content creation globally.

4. 68% of people come to
Instagram to interact with
creators.Source: Instagram, June 2019

5. 34% of people have purchased
based on an influencer’s post.
Source: eMarketer, April 2019

6. 40% of grocery shoppers view
recipes on Pinterest while in
store.Source: Kroger

8. Individuals matter
more than
institutions, and
consumers are
social influencers
who define brands.
Rachel Botsman

9. We live in a world
now where one
person with 50,000
Twitter followers
can have significant
impact on your
brand.
Brad Jakeman

10. Revolve mentioned influencer
marketing 70+ times in IPO
filing.

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What consumers say online is
now more powerful than what
brands say to consumers.
We call it Social Proof.

12. Amazon’s Integrated Social Proof Strategy

13. Mavrck Powers Social Proof at Scale
● Influencer Marketing
● Customer / Employee
Advocacy
● Brand / College
Ambassadors
● Refer-a-friend
● Product Sampling
● Ratings and Reviews
● Digital Focus Groups
Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential

14. ● Recruit relevant
influencers
● Activate to create
social proof at at scale
● Measure the
performance impact
● Syndicate the social
proof content
How it Works

15. Advocates
consumers and employees who
don’t produce content often, but
will do so for brands they are
passionate about, but with less
quality.
4
Loyalists
love your brand and purchase
regularly, but will never share.
6
Macro-Influencers
earn their living as a content
creator (bloggers, youtubers,
journalists).
2
MOREVOLUME
Micro-Influencers
have a side hustle creating content,
and aspire to become and Macro
Influencer someday.
3
Referrers
share if the incentive is right, but
will put in limited effort (think copy
and paste a link).
5
Mega-Influencers
are professional athletes, actresses
or artists who monetize their
celebrity influence.
1
MORECOST
Recruit Multiple Influencer Personas
Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential

16. Macro
Create Content
Create original content in the form
of social posts, blog posts or
videos.
1
Refer Friends & Share
Content
Refer friends to content via trackable
referral links and promo codes.
2
Reviews & Research
Review products and services or
provide survey responses for
Research.
3
Micro-Influencer
are the triple threat of the spectrum
because they can deliver all three
types of content with the most trust,
authenticity and cost effectiveness.
Activate Multiple Social Proof Use Cases
Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential

17. Hundreds of Brands Trust the Mavrck Platform
CONSUMER
PACKAGED GOODS
FASHION &
APPAREL
TECH &
ELECTRONICS
BEAUTY &
HEALTH
E-COMM &
RETAIL
AUTO &
TRAVEL
Ⓒ 2019 Mavrck All Rights Reserved – Proprietary and Confidential

18. Powered Kroger Performance Marketing Programs
302 10,637 5.8M 174M
CPG Influencer
Campaigns
Posts Created
By Influencers
Organic
Engagements
Organic
Impressions

19. Social Proof Brand Lift Study for Kraft Heinz

20. Social Proof at Scale Drives Unaided Recall

21. Social Proof at Scale Drives Favorability and Intent

22. Social Proof at Scale Drives Offline Sales Lift
1,855 249k 24.2M 10.2%
Posts created by
Influencers
Organic
Engagements
Organic
Impressions
Offline sales lift
in 3 test markets

23. Social Proof at Scale Increases Conversion Rates
1.3k 62M 603k 43% 32%
Posts Generated by
Influencers
Impressions on
Influencer Posts
Engagements on
Influencer Posts
Increase in
engagement rate when
Increase in conversion
rate when repurposed

24. 8 6 mo. 1,860 4.82 38%
Product SKUs
Reviewed
Timeframe for
Reviews Generation
Ratings & Reviews
Generated
Average Product
Rating
Retail sales increase
from Ratings &
Social Proof at Scale Even Works for Paint

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