The document discusses how influencer marketing is a key strategy for brands to break through on social media. It notes that the influencer marketing industry in the US is estimated to grow to $5-10 billion by 2020. Influencer marketing is effective because consumers trust influencer recommendations over brands. While it presents challenges around transparency, measurement, and identifying the right influencers, platforms like Bloglovin' help address these challenges by providing access to over 850,000 influencers globally and tools to manage campaigns at scale. Case studies demonstrate how Bloglovin' has helped brands like Puma and NARS successfully launch new products through influencer marketing campaigns.

1. Why Influencer Marketing Is Key For Brands Looking to Break Through
Social Media Week NYC

2. Bloglovin’: The World’s Largest Influencer Marketing Platform
130K+
Registered Influencers
1B+ in Total Reach
270M+
Facebook
200M+
Instagram
110M+
Pinterest
140M+
Twitter
150M+
Blog Unique Visitors

3. Why Influencer Marketing?

4. $5-10 BILLION
U.S. Influencer Marketing Industry in 2020*
*Branded Influencer Content Across Social & Blogs; Source: eMarketer, BI Intelligence, MediaKix: US Influencer Marketing industry estimated to grow to from $500M to $5 to 10
billion industry by 2020, representing 5-6% of overall Native Ad Spend and 1-1.5% of overall Digital Ad Spend

5. Social media and the decentralization of content
“
In today's information-flooded world, the scarcest
resource is not ideas or even talent: it's attention.
Social media has fueled a decentralized content supply base that
competes for attention with existing centralized media, and is now
winning
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2
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It’s also made content today is smaller, more instant, more personal and
more accessible
Those who have become adept at creating engaging content in this new
media economy, Influencers, have emerged as decentralized mini-brands
that consumers trust and pay attention to

6. Influencers inspire trust and engagement from their communities
92% of Consumers Trust Influencer
Recommendations over Brands
Brands today need to work with influencers to
truly engage consumers on social platforms

7. Real Industry Tailwinds: Rise of Ad-Blockers, Micro-Influencers and Omni-Social
Influencer Marketing, Social & Native are viable antidotes
— consumers choose to follow influencers, so there’s no
avoiding or getting blocked.
The Rise of Micro-
Influencers
Focus on
Omni-Social
Proliferation of mobile first social media—anyone can
be an influencer today. Emergence of influencer
marketing platforms like Bloglovin’ unleashing the
power of aggregating micro influencers
Social platforms’ ‘pay to play’ shifting focus away
from paid social and over-reliance on any one
channel towards influencers with audience across
many channels.

8. OUR VALUE IN THE MARKETPLACE
Influencer Marketing Stats
• 81% of marketers who have used influencer
marketing judged it to be effective
• Brands earned an average of $6.85 for every
$1 they spent on influencer marketing
• 92% of people trust recommendations from
individuals over brands

9. OUR VALUE IN THE MARKETPLACE
Influencer Marketing Challenges
Transparency:
How to work seamlessly with influencers to ensure content
is on target and in line with your brand and FTC guidelines?
Analytics:
Cross platform isn’t easy to measure in real time. How do
you track and optimize campaigns for best results?
Identification:
Problem of plenty. How do you find the right influencer for
your brand and audience?

10. The Power of Micro-Influencers
Working at scale with micro-influencers can lead to over
2x overall reach and similar engagement
● Diverse Reach
● Less Saturation
● Easier onboarding and deal structure
● Larger array of content created
● Need platform approach to manage at scale
● Need targeting tools to identify influencers with brand affinity

11. Case Studies

12. CASE STUDY | PUMA VIKKY PLATFORM LAUNCH
THE CHALLENGE
Puma and DSW turned to Bloglovin' seeking a launch strategy for
the Vikky Platform sneaker to engage fashion-forward millennial
women.
THE STRATEGY
Bloglovin’ created a multi-tactic campaign featuring a Custom
Event, Influencer Content, and Bloglovin' Native Media.
• Campaign kicked off with an event in Manhattan for 50+
influencers to try on the Vikky Platform, discover style
inspiration, and snap photos to generate buzz across social
media
• Bloglovin’ and Puma selected 3 influencers to create long-
form blog content highlighting the Vikky Platform to engage
their audiences of millennial women
• Partnership was amplified via Bloglovin’ Native Media
Platforms & Social Channels
676K+ TOTAL REACH ACROSS BLOG, SOCIAL & MEDIA
69% DAILY EMAIL CTR INCREASE VS. BENCHMARK
10K+ TOTAL ENGAGEMENTS ON INFLUENCER CONTENT
RESULTS

13. Influencer Blog Content
Bloglovin’ Social Media
Bloglovin’ Native Media - Desktop Post
Bloglovin’ Daily Email
CASE STUDY | PUMA VIKKY PLATFORM LAUNCH
SOLUTIONS IN ACTION
Our launch strategy utilized solutions across Bloglovin’ platforms to both create and amplify high-quality content.

14. CASE STUDY | PUMA VIKKY PLATFORM LAUNCH
REACH BREAKDOWN
TAKEAWAYS
• Exclusive sneaker gifting yielded high interest in event
attendance from influencers
• Authentic viral social coverage at event from custom
photo booth activation and Instagram-worthy on-site
branding
• High engagement from Bloglovin’s fashion-obsessed app
users on native media due to excitement generated at
preview event

15. PROGRAM OVERVIEW
Bloglovin' paired NARS with three on-brand, diverse female
publishers who created authentic custom content that
generates awareness around the uniqueness of the Velvet
Matte Skin Tint among NARS’ key audience. Bloglovin’
created additional custom content on Bloglovin’ The Edit
supporting the launch of the new NARS Velvet Matte Skin
Tint.
RESULTS:
4.5M Media
Impressions
1M Social Reach
Bloglovin’ has access to over 850K influencers world-
wide via the Bloglovin’ community.
100K+ influencer to date have opted-in to complete
profiles. We continue to on-board hundreds of new
influencers daily.
16 Blog + Social
Posts
56K total engagements across media
and social channels.
3 Influencers

16. Bloglovin’ has access to over 850K influencers
world-wide via the Bloglovin’ community.
100K+ influencers to date have opted-in to
complete profiles. We continue to on-board
hundreds of new influencers daily.
Bloglovin' partnered with Great America to
activate influencers who are adventures, family
oriented, and socially outgoing. Seven
influencers were selected on their social and
blog followings, as well as their memorable
personas. They also got creative with custom
recipes to go with this delicious malt beverage.
INFLUENCER PROGRAM OVERVIEW
CAMPAIGN INSIGHTS
• 7 influencers each created four pieces of content across
blog and social channels
• 4,125 total engagement across social channels
• 4.7MM+ targeted Tweets Reach (Earned + Paid)
• 8.8MM+ Reach (overall campaign potential reach)

17. Any Questions?