visual story kate mc laughlin
TRANSCRIPT
KATE
Yes, that’s a hula hoop.
KATEKATE
Here’s a little 411 to help you get to know me better.
For the past four years I’ve been here.
For the past four years I’ve been here.
Working here.
I’ve been helping brands to create cohesive marketing strategies which allow them to connect with their consumers leveraging paid, earned and owned media.
Or as we like to call it…
Conversational Marketing.
Want to see some examples?
Of course you do!
Because if you are anything like me, you’re always curious.
Let’s jump in.
Launch the BMW 1 Series gaining share within a younger demographic
Challenge:
We turned to Facebook, tapping into an existing community of avid artists creating a contest which asked them to answer “what drives you?”
The audience not only spent time creating and dreaming up their BMW 1 Series, but their creations became the campaign’s ad creative both on and off Facebook.
Click icon to add picture
Results:over 9,000 images drawn generating over 500,000 votes and over 3,000,000 social engagements… named “Best-Ever Social Media Campaign” by Forbes.
Introduce IKEA’s new line of bedroom furniture
Challenge:
Partnered with one of the most influential bloggers, Heather Armstrong of Dooce.com (a fan of IKEA) to begin a two way conversation with her audience which was authentic, transparent and added value to her audience.
Heather began by asking advice on how to decorate her guest room including IKEA product recommendations. She documented the journey through videos, photos and tweets.
SOCIAL ACTIONSAbove benchmark by 312%
312%
VIDEO PLAYSOver-performed by 51% based on DFA’s Average Display Time
51%
Content Series
Social Ad Unit
Video Series
CLICKSOut-performed IAB Average by 11%
11%
Results:And did the talking ever happen! The program was able to not only drive discussion, but raise purchase intent and drive positive brand lift.
20% Earned Mediareturn on paid media
52% Brand Liftabove industry norms
134%Purchase Intentof industry norms
Create an “always on” marketing program leveraging the newly acquired URL Makeup.com
Challenge:
In late 2011, launched L’Oreal’s first brand agnostic platform. To start the conversation we leveraged the power of top bloggers to create beauty centric discussions and differentiated it from any other beauty site on the web.
We didn’t just focus on growing uniques, but on growing conversation every people were talking about beauty. Makeup.com was the first L’Oreal brand to have a presence on Pinterest. Pinterest would later become one of the top referring sites.
Results:Strong story telling and conversation have helped establish a loyal and engaged community across the various Makeup.com platforms. Makeup.com is quickly on it’s way to being named a “Top 20 Beauty Site.”
That’s just the tip of the iceberg…
where the polar bears live.
On top of all that…
a few weeks ago, I married this guy.
And now we’re moving from the Big Apple…
And now we’re moving from the Big Apple…
to the Big Peach.
Since I’ll be in the neighborhood...
