![Page 1: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/1.jpg)
ipsy.com | 1
How to Win Friends and Influence People on YouTube
Marcelo Camberos
![Page 2: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/2.jpg)
… it all started with a crack
Slide 2COMMERCISM | CONFIDENTIAL
![Page 3: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/3.jpg)
Hands up if you have a company facebook page
More about you
Slide 3COMMERCISM | CONFIDENTIAL
Keep hands up if you have a company YouTube channel
Keep hands up if you uploaded one or more videos in the last month to it
Finally, keep hands up if you’ve worked with a YouTube personality
![Page 4: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/4.jpg)
The YouTube marketing conundrum
Slide 4COMMERCISM | CONFIDENTIAL
Your customers are on YouTube…… but they don’t want to see your branded content
![Page 5: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/5.jpg)
Awareness
Evaluate
PurchaseService
Loyalty
Brands are starting to crack YouTube
Slide 5COMMERCISM | CONFIDENTIAL
![Page 6: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/6.jpg)
Awareness
Evaluate
PurchaseService
Loyalty
6 million views/month25 million subscribers
375,000 YT results for ‘ipsy’ or ‘Glam Bag’
100,000 leads per month to partner brands
25 tutorial videos/month by top stylists
1,700 videos/month by the community
ipsy s YouTube influencers
Slide 6COMMERCISM | CONFIDENTIAL
![Page 7: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/7.jpg)
1. Decide on your marketing objectives
2. Create a list of proposed activations
3. Find the right influencers
4. Make contact
From strategy to action: How to find the right influencers
Slide 7COMMERCISM | CONFIDENTIAL
![Page 8: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/8.jpg)
1. Decide on the type of deal that makes sense
2. Specify what the videos will look like
3. Determine appropriate compensation
Slide 8COMMERCISM | CONFIDENTIAL
From strategy to action: How to close your chosen influencers?
![Page 9: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/9.jpg)
Driven by content and storytelling, not product specs
Authentic fit with influencers
Ensure that the relationship is mutually beneficial
Time and commitment
Slide 9COMMERCISM | CONFIDENTIAL
From strategy to action: Potential pitfalls
![Page 10: "Video Commerce & The Purchase Funnel," ipsy >> Marcelo Camberos, [COMMERCISM 2014]](https://reader035.vdocuments.us/reader035/viewer/2022062703/55565d24d8b42a144c8b4730/html5/thumbnails/10.jpg)
Q&A
Slide 10COMMERCISM | CONFIDENTIAL