Your Business Momentum: Branded Content Longform at #BlogHer15

MONDELEZ Kevin Croen

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* Nielsen OBE results

Custom content program with video, editorial, bloggers and social amplifiers

Campaign drove 21.3% lift in awareness of Green & Black’s*

Outperformed the average Nielsen Candy & Gum OBE campaigns by 2.2 times*

Saw lift in baseline sales for the same time period, resulting in a new campaign

push over Memorial Day Weekend

CAMPAIGN DROVE LIFT IN AWARENESS & SALES

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DIVERSITY OF CONTENT DELIVERED HIGHER ENGAGEMENT

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CUSTOM VIDEO SOCIAL AMPLIFIER

BLOG POST

TAKEOVER

MARINA MAHER Samara Finn

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Program Must-Haves •  Social listening & search data

•  Decrease fear of at-home hair color

•  Reach younger consumers

•  Willingness to color hair (on-camera!)

•  Dual distribution

•  Before & after photos

•  Social amplification

POWER OF BRAND + CREATOR PARTNERSHIPS

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Clairol Turns to Online Video to Help Women Overcome the Fear of At-Home Hair Color

HOW WE DID IT

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A CLOSER LOOK AT SUCCESS

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Results •  Documented purchase/intent to purchase

•  Co-created videos on Clairol’s channel have driven most engagement to-date •  52% of total organic views, 86% of likes and 88% of comments

•  9 videos, 700K+ views

•  12% increase in Clairol subscribers

•  Ownable before & after assets

•  Highly positive comments

EGAMI GROUP Allison Rhone

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Source: The Minority Eye “Trends of the African-American Digital Consumer” March 2014

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PRE-PURCHASE RESEARCHERS Engaging in conversations and reading reviews during the shopping process

RECEPTIVE TO DIGITAL But the content must be emotionally relevant NOT just ethnic acknowledgement

WORD OF MOUTH Want to learn about products from family, friends AND brands across all media

SELF IMPROVEMENT 44% more time spent on Education and Career sites (vs. GM)

STRONG CONNECTIONS 21% more time spent on Family and Lifestyle sites

HEAD OF DIGITAL CURVE Utilizing video, mobile and other platforms to interact

online

VOCAL ONLINE Liking, following, searching, and

recommending brands via social media

AVID SEARCHERS Use search on a daily basis and more likely click on paid search

ads

CORE VALUES 36% more time spent on

Religion & Spirituality

CLIMBING THE LADDER 75% more time spent on

Career Development

@AllisonRhone

Multicultural Consideration Set

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Proctor & Gamble’s, My Black is Beautiful Imagine A Future Documentary

@AllisonRhone

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Results

@AllisonRhone

•  Reached and educated over 3.2 Million Black women & girls

•  Drove both traditional and digital media impressions

•  Community/grassroots Engagement

•  Influencer Engagement

LYFT Lisel Welden

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SUCCESSFUL BRANDED CONTENT tips from the experts

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