#asdarknessfalls 2015 - a case study from asda on how to maximise the use of youtube influencers
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Asda PowerPoint DocumentText…
Halloween 2015: Influencer Campaign#Asdarknessfalls
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• 13 years at Asda• Trained in PR• Took 6 month career
break in 2011• Led Walmart’s social
media strategy in Europe
• In charge of AMP since April 2014
First, a little bit about me...
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The details… •1 Event – Halloween Party •3 Mum’s Eye View Videos•2 Paid Instagram Posts•9 Scheduled Tweets •7 Paid Talent Vlogs
Case Study #Asdarknessfalls...Gleam Futures Partnership
to harness influence and engagement on social platforms
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Mums Eye View 3 week video content Pixiwoo•36,000 views•1.6% CRT•100% uplift on Cat Makeup Kit within 24hours.•140% average daily sales, pre to post video
24hours post video going live
Halloween event and additional tweet of
product
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Mums Eye View 3 week video content SacconeJolys•23rd October 2015 •108,000 views•7% CTR to asda.com/halloween•8,400 Likes across YT & Twitter
24hours post video going live
53% sales uplift within 24hours
202% average daily sales pre, to post video live
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#AsDarkness Falls – Top Tier Organic Vlogger coverage
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Anna Saccone•1million followers•78,000 Likes •3,555 Clicks to costumes (Twitter)
Scheduled Instagram
Joe Sugg•3.6million followers•266,000 Likes•Hero Halloween novelty product – aligned with talent personality
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Halloween 2015 #AsDarkness Falls – first 24 hours
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Exposure #Asdarknessfalls15MILLION
Reach
45MILLION Impressions
12THOUSANDTweets
6%CTR Talent Vlogs
34THOUSAND Clicks to Asda.com
4MILLION Video views
215THOUSAND Thumbs Up
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Daily Vlog content – Top UK Talent
Zoella•20mins Asda advertorial •2.5% CTR to Asda.com/Halloween•Up to 488% product sales uplift within 48hours•£0.02 cost per view vs £0.10 on YouTube pre-roll
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• Creating great content on its own is not enough
• Working with key influencers allows you to rent their audience
• More cost effective and engaging than paid for media approach
• …However, we are only scratching the surface
Key Learnings
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Thank you Questions?