Brand ambassador activation Change Lingerie Norway

October 2016

Goodwill, engagement & empowering women

Objective:

Create awareness & engagement for Change Lingerie’s 10th

anniversary campaign and their work with the Red Cross.

Approach and execution:

Relatable will identify and activate the right influencers, according to

client criteria, coordinate the entire activation and amplify word of

mouth by having participating brand ambassadors capture and

craft creative content in their own channels with value, engagement

and women’s empowerment — igniting goodwill, interest and word

of mouth for Change.

APPROACH

Doing good, while doing well – with the Red Cross

Participating ambassadors were asked to visit a Change store and pick

out a bra of their choice. Then they posted a creative photo of the bra

while promoting Change’s 10th anniversary campaign and that Change

now provides one bra, for each sold bra to someone who needs it —

through the Red Cross.

The overall strategy is to post beautiful, engaging and empowering

content, while allowing the participants to portray themselves with lots of

creative freedom.

BRIEF

APPROACH

A powerful combination of ordinary people with extraordinary influence

With 3,241 influential content creators and creative individuals in our

index in Norway we’ll identify and activate not only those with the

largest reach but also those publishing the highest quality of content to

a highly engaged audience of friends and followers.

We’re also able to add a layer of affinity on top of your other key criteria

to identify your real ambassadors - boosting relevance, trust and

impact.

Each ambassador will upload one post

published posts

25

In total guaranteed minimum social reach

min. social reach

280k

Identify and activate a minimum of 25 brand ambassadors

Brand ambassadors

25

Activation goals

BRIEF

6

Relatable will coordinate the entire project. Change will have the right to re-post all content in their owned digital channels.

Activation results

Average % engagement of the published posts

Engagement

2.76%

Published posts reached 408,049 followers

Social reach

408K

10,856 likes, 399 comments &

114 friends tagged (“mentions”)

Interactions

11,255

27 Change ambassadors published 34 posts

Posts

34

Activation results

RESULTS

8

All while engaging and supporting your biggest brand ambassadors, creating high quality content & building awareness, consideration and engagement for the Change brand.

The average post had 2.76% engagement

engagement

2.76%

The average post had 15 comments + mentions

comments & mentions

15

The average post had 319 likes.

likes

319

The average post reached 12,000 followers.

social reach

12,000

Average per post

RESULTS

9

All while engaging and supporting your biggest brand ambassadors, creating high quality content & building awareness, consideration and engagement for the Change brand.

Participating Change ambassadors delivered authentic content, following the campaign guidelines — with high engagement and positive sentiment.

Being free to express themselves in a way that fits their personality, ambassadors created highly empowering content free from ideals — a fresh breeze in a world where women every day are exposed to retouched and unattainable ideals.

This created relatable content that resonated and inspired their followers, as well as the other participants in the campaign. 1 of 4 ambassadors even chose to post several photos, proving their real entusiasm towards the brand and the cause. On the following pages you’ll see a select number of top performing posts from this activation.

Creating empowering content - free from ideals

EurekaPresentation

I am so honored to be in a collab with

@changelingerienorge on their latest and biggest

campaign 🌹 They are now celebrating a 10 year anniversary, and now you get 25% discount of you'r purchace in all their shops. Also they have a collab with Red

cross, and they give one bra to those in need, for each bra sold🌹

Now, find you'r nearest @changelingerie and get yourself

some real treats. I looove mine! #changelingerienorge

#sponsored

11

@elsafredrikke

6.5k followers

11

EurekaPresentation

Den kroppspositive butikken

@changelingerienorge fyller 10 år!🎈Så nå kan

du få 25 % rabatt på alle varer. Men det er ikke

det beste.. for under feiringen gir de én BH

for hver solgte BH til noen som trenger det – gjennom Røde Kors. 👭

Prima! 💞 #changelingerienorge

#sponsored

12

@victoriawetting

24K followers

12

EurekaPresentation

Jeg er glad for å endelig kunne dele denne nyheten med dere -

@changelingerienorge fyller 10 år i disse dager, og i den anledning har jeg og undertøysmerket inngått et

samarbeid der alle deres kunder får -25% rabatt på alle varer!🎈 De er

ikke bare eksperter på undertøy, de har også bh'er til alle fra A til M cup!

@changelingerienorge har også inngått et samarbeid med Røde Kors

- og for hver BH som blir solgt, blir en også gitt bort til noen som

trenger det. Støtt denne kampanjen du også, - ved å gå innom din

nærmeste Change-butikk. ❤ 📷 @inasandnes #changelingerienorge

#sponsored

13

@lilumoen

4.7k followers

13

EurekaPresentation

YOU GUYYYYS! 💕 I've teamed up with

@changelingerienorge to celebrate their 10 year

anniversary. They have a 25% discount on all items at

the moment and also are having a great collaboration with the Red Cross – giving away a bra to those in need

for each bra sold. Support this amazing cause and visit

your local store!#changelingerienorge

#Sponsored @changelingerienorge

14

@felicianoelle

5.5K followers

14

All participating brand ambassadors followed local as well as global advertising / marketing regulations & best practice.

Relatable will handle all ambassador compensation, incl. full tax compliance, international transfers and more.

We’ve got your back.

FULL COMPLIANCE

17

Martin Garbarczyk

martin@relatable.me

+46 735 09 96 08

Thank you.

About Relatable

APPENDIX

Large-scale brand ambassador marketingPeople are the media power houses of tomorrow and the creative

agencies of today. A long-tail of creative individuals with massive reach

and a highly engaged audience.

They tell stories, craft content and have true emotional connection with

their audience. When they talk — their followers listen, engage and

respond.

By identifying and activating your most influential brand ambassadors

you’ll immediately get the word out in a way that truly cuts through the

clutter and capture the attention in your key target segment.

YOUR DISTRIBUTION PARTNER

Brand ambassadorship meets influencer

marketing

Influencer marketing is nothing new, but shifting from a “celebrity

tier” approach to a long-tail of real brand ambassadorship — to

capture your audience with a genuine and trustworthy message

— can have a massive impact for your brand marketing. In fact…

The photos to your left are great examples of both quality and

quantity when Adobe turned to their most influential brand

ambassadors to get the word out for their product launch. They

doubled the traffic to adobe.com with an army of 125 influential

brand ambassadors and on the next page you'll see why…

RELATABLE - OUR APPROACH

Attention, engagement & emotional connection is found in the long-tail.

Gathering data from more than 11 million brand ambassadors we’ve learned that true engagement is found in the long-tail. That more close-knit the groups of people the more likely they are to really pay attention, engage and respond.

It’s common sense when you think about it. We are, after all, more likely to listen to those that are like ourselves. It’s more trustworthy, engaging and relatable. And when line up a large number of influential brand ambassadors you’ll break through in ways that previously wasn’t possible. Adding to this that they genuinely love your brand and you’ll soon have a word of mouth army with massive distribution power standing by to help you get the word out.

RELATABLE - OUR APPROACH

Fully managed from A-Z with 100s

of brand ambassadors.

Finding the right people.

That’s the number one problem that our clients face. Not just a large group of influential individuals but finding the people that genuinely resonate with your brand. The creative individuals with massive reach, engagement and true affinity for your product or service. Your most influential brand ambassadors.

We’ve gathered more than 11 million creative individuals in our index and built out a system that enable us to quickly identify and activate a large number of top brand ambassadors, with very little overhead and stunning results.

OUR APPROACH

Your objective, challenges, budget and

our approach to see if we’re a good fit.

2. Pre-launch

3. Launch

1. Goals

Initial Consultation

4. Delivery

With your input we’ll setup your brief, categories,

cohorts, geo targeting & key target metrics

Leveraging our index of 11M top ambassadors

we’ll identify and invite the right people for you.

We run all onboarding, monitoring, guidelines,

legal, finance and FTC regulations/compliance

Delivery, reporting, reach, engagement, value

insights & other relevant brand marketing KPIs

step-by-step

For Fortune 500 consumer brands & upcoming startups.

The brands that work with us believe in the idea of amplifying their word of mouth with their most influential brand ambassadors. It’s a modern approach to brand marketing, on mobile, with massive impact - and together we’ve launched some of the largest brand ambassador activation programs in the world. Have a look at these case studies and you’ll understand why clients like Uber, Absolut Vodka and Adobe trust us to deliver large-scale brand ambassador marketing both globally and locally at rapid speed,, with very little overhead.

RELATABLE - CLIENTS

We’ve got your back.

Modern brand marketing - We love great advertising and are lucky to work with some of the best brands and people on the planet. On one hand we’ve been awarded for our work with Grand Clios and Lions - on the other hand we’ve been a part of building and scaling products & services to hundreds of millions of people, applying a modern approach to consumer and brand marketing.

From Fortune 500 to Startups - From launching global strategic partnerships with companies like Starbucks and Facebook to building out local mobile apps - We have both the experience and knowledge to partner with the Fortune 500 and the small (but brave and upcoming) startup. Engineering at heart - With automation, code, architectural structure and tools we leverage technology to drive incredible results with speed and efficiency. True magic happens when you combine creativity with technology to enable distribution at scale you couldn’t imagine, until now.

Aron Levin heads up product development, marketing and build the products and services we use. Former Director Growth at Spotify and Head of Ad Ops at King.

Martin Garbarczyk leads client strategy & business development. Former partner at FOAP - where he worked with hundreds of brands and agencies from all over the world.

Peter Blom oversees all business operations, user experience and design. Prior to Relatable he worked at Spotify, co-founded Rebel&Bird and launched SpotON Radio.

Stefan Pettersson writes code and specialise in bridging the cap between business and software development. 20 years of experience in web/mobile & game development.

Marketing

Tech

Scale

RELATABLE - THE TEAM