Why being entrepreneurial is the best way to innovate

Dom Burch Senior Director for Marketing Innovation & New Revenue Asda

Old rules don’t apply anymore

The old rules don’t apply anymore

We’re a media owner not just a supermarket

We’re a media owner and we’ll increasingly act

like one

But we’re a connector first

We’re a connector not a collector

We’ve been on a five year journey

Fail often, learn fast, iterate

Why YouTube

Latest innovation

Why YouTube?

15% ASDA MUMS

160k 1.7m

398k 2.5m

1.2m 6.3m

Quick quiz

MEET TANYA

Formula for success

Viewing Time Likes, Comments,

Shares

Organic Reach

+ =

Strategic content mix

Mum’s Eye View

Unprecedented growth

750,000 Video Views

32,000 Subscribers

36,121Likes, Comments, Shares

Profile: Female aged 18-24

Content Types

1. How To2. Vlog 3. Haul

Content Pillars

1.Food (strong)

2.Fashion3. Beauty

Favourite Talent

1. Zoella

2. Lean Machines

3. Anna Saccone

4. Beauty Crush

5. Sprinkle of Glitter

Trend : How to make cupcakes!

| Who is watching?Mum’s Eye View

A more engaged community

Huge SEO power of organic content

Zoella’s video alone has clocked up 667k views, generated 22k likes, and driven 6,777 clicks to the Asda recipes site.

Plus 1,100 people have clicked through to Asda.com on the bunny rabbit lamp link

Number one result for ‘baking’ in YouTube search

| Case StudyDriving sales

Handing over control

Asda’s open and flexible approach to allowing social talent to create and control their channel content has made the brand a favourite amongst Gleam’s YouTube family. The lack of prescriptive briefing and over-branding has resulted in consistent positive engagement from viewers, and we’re seeing the channel continue to outperform rivals in this area.

Dom Smales, MD Gleam Futures

Return on investment

• Advertisers typically spend 10p per video view for a 1-2% retention rate on TrueView

• Mum’s Eye View (Talent Fees / Total Views) averages at a 2p per view with an average retention rate of 70%

• Halloween #AsDarknessfalls activity - 10 vlogs, 3.7m views, 21,000 clicks, 13m twitter users reached, 51m twitter impressions served

• 272,071 likes, 14,192 comments• +125% up year on year

Thankyou