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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
3
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
6
Clairol Turns to Online Video to Help Women Overcome the Fear of At-Home Hair Color
A CLOSER LOOK AT SUCCESS
8
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
Source: The Minority Eye “Trends of the African-American Digital Consumer” March 2014
10
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
12
Results
@AllisonRhone
• Reached and educated over 3.2 Million Black women & girls
• Drove both traditional and digital media impressions
• Community/grassroots Engagement
• Influencer Engagement