SMWNYC 2017 - Bloglovin' - Paid Media: Why Influencer Marketing Is Key for Brands Who Are Looking to Break Through

Why Influencer Marketing Is Key For Brands Looking to Break Through

Social Media Week NYC

Bloglovin’: The World’s Largest Influencer Marketing Platform

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.

130K+ Registered Influencers

1B+ in Total Reach

270M+ Facebook

200M+ Instagram

110M+ Pinterest

140M+ Twitter

150M+ Blog Unique Visitors

Why Influencer Marketing?

$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

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

1

2

3

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

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

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.

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

Sources: eMarketer, Nielsen

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?

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

Case Studies

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

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.

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

PROGRAM OVERVIEWBloglovin' 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

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)

Any Questions?