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This is the presentation by SocialMedia.com's VP of Marketing Gedioen Aloula on our People Powered Friend To Friend campaign for Macy's department store.It was given at our May 2009 Social Media Boot Camp in New York.
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WOMICaseStudyMacy’sHolidayCampaign
Thursday, May 21, 2009
People I know
People I respect
People with shared interests
No Social component
OnlineRela:onshipPyramid
Thursday, May 21, 2009
PeopleIKnow
Thursday, May 21, 2009
PeopleIrespect
Thursday, May 21, 2009
PeoplewithSharedInterests
Thursday, May 21, 2009
What’saWOMI(TM)?
•WOMIcampaignsspreadposi:vemessagesaboutabrandbetweenfriends.
•2stepprocess:
1. Opt‐in:getconsumerstoexpresstheiropinionaboutabrand
2. WOMI:sharethedesirableresultswiththeperson’sfriends.
•Messagesaredeliveredwithinstandardadunits.
WOMI: Word Of Mouth Impression
Thursday, May 21, 2009
WOMIexamplesOpt‐in:
WOMI:
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Macy’sHolidayExample
•Macy’sholidaycampaignencouragedconsumersto“BeClaus”andasked“whattypeofSantaareyou?”
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Macysbelieve.com
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Macy’sWOMIOpt‐in:Monaisaskedaques:on
WOMI:Mona’sresponseissharedonlywithherfriends
WOMI2:CampaigngoesviralasMona’sfriendsrespondtotheoriginalWOMI
•WOMIpromotedtheMacy’s‘becomingclaus’messageamongstfriends
Thursday, May 21, 2009
WOMICampaignResults
•2Monthcampaign
•5millionWordOfMouthImpressionsdeliveredbetweenfriendsonFB
•Strongclickthroughrates:engagingcontent+friendendorsement
Thursday, May 21, 2009
What’sthepoint?
•Friendsinfluenceeachother
•Onsocialnetworks,peoplecaremoreabouttheirfriendsthancontent
•Webelievemessagesfromfriendsaremorerelevant,morebelievableandlesslikelytobeignoredthanmessagesdirectlyfromabrand.
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Realresults
•Wedon’tbelieveinchasingclicks
•Rela:onshipsdeliverinfluence
•Objec:veistohaveconsumersthinkmorefavorablyaboutyourbrandandbecomemorelikelytopurchase
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Goal:capturethefunnel
Brand Awareness
Message Association
Brand Favorability
Purchase Intent
1.
2.
3.
4.
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A]tudinalresearch•PartneredwithDynamicLogictoconductquan:ta:veresearchon3monthCPGcampaign
•Focusedonfourkeymeasures:
1.TopofMindawareness
2.OnlineAdawareness
3.Favorability
4.Purchaseintent
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Overallresults• Strongincreasesinallfourkeymeasures:
• goalwastoincreaseunaided(top‐of‐mind)awareness,Adawareness,FavorabilityandPurchaseintent
• aidedawarenesswasalreadyhighforthebrand(95%amongcontrol),
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Thursday, May 21, 2009
WOMIvs.DigitalNorms
Percentile Ranking of Delta (!)
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
* MarketNorms Q3/08 (Category: Personal Care, Baseline Adjusted, N=188 campaigns)
Below Average Average Above Average Excellent
• Top20%ofdigitalcampaignswithincategory
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WOMIBump
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WOMIvs.socialmedia•RatedbyDynamicLogictobeintop20%ofallsocialmediacampaignswithin
category
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
Aided Awareness results not surprising given Aided Awareness was almost maxed out (95%)
Below Average Average Above Average Excellent
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ArefriendtofriendWOMIsagimmick?
Control Exposed (n=74) (n=300)
No:•Moreexposuremeantsignificantlyimprovedperformance‐‐eveninbrandfavorability:nowearout•Bestresultsacrosseverymeasureforconsumerswhosawatleast4WOMIs
Thursday, May 21, 2009
ArefriendtofriendWOMIsagimmick?
MoreWOMI=improvedresultsforbrand.•1impressionperweekforcampaigndura:onwasbreakthroughlevel
Frequency of Exposure: Brand Metrics
Metrics Ctrl
(%)
1 2-3 4+
Exp
(%) !
Exp
(%) !
Exp
(%) !
Unaided Brand
Awareness: First Mention 9 10 +0.4 14 +5.0 23 +13.9*
Unaided Brand
Awareness: Any Mention 15 19 +4.2 16 +0.8 26 +10.9*
Aided Brand Awareness 95 92 -2.6 91 -4.0 99 +4.0
Online Ad Awareness 36 56 +19.6* 48 +12.5* 58 +22.2*
Brand Favorability 60 62 +1.7 56 -3.9 72 +11.5*
Purchase Intent 45 44 -0.5 50 +5.0 58 +13.1*
Sample Size 300 63 64 74
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CampaignResults
•Millionsofuniqueconversa:ons
•10M+impressionsservedacross3monthcampaign
•BasedonDLstudyresultsandhistoricalbrandclosurerates:
•60K+addi:onalpurchasesper1Muniqueconsumerswithin1year
•ROIes:mateabove$1.40
•Deeplearningaboutconsumersen:ment
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