Keynote: How to Use Social Influencers to Reach Millennials Authentically & Efficiently To millennials, social media influencers are more relatable and more authentic than traditional celebrities, and their endorsement means more to them than “traditional advertising.” But finding these influencers is only the beginning. How do you use these internet stars to their fullest to create compelling, cohesive and measurable marketing campaigns supported by the right media? KEYNOTE Jen Yomoah, Brand Manager, Edgewell

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Schick Hydro Social Influencer Strategy
September 16th, 2015
Jennifer Yomoah, Brand Manager
How to Use Social Influencers to Reach
Millennials Authentically and Efficiently

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Schick Hydro Social Influencer Strategy
• In a survey conducted for Variety, 1,500 respondents were asked how
20 well-known personalities stacked up in terms of approachability,
authenticity and more.
• Half of the choices were celebrities with high Q scores among Teens
13-17, and half were English-languageYouTube personalities with the
most subscribers and page views.
• Who do you think scored best?
Why Do Influencers Matter?

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Why Do Influencers Matter?
1. Smosh
2. The Fine
Bros.
3. PewDiePie
4. KSI
5. Ryan Higa
Surprised??
7. Jennifer Lawrence
9. Katy Perry
10. Steve Carell
14. Johnny Depp
15. Daniel Radcliffe
VS.

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Influencers Are Relatable
PewDiePie
• 67% of Millennials say digital delivers content
they can relate to (versus 41% for TV)
• 63% of respondents 13 to 24 report they would
try a product or brand recommended by a
YouTube personality
– YouTubers were judged to be more
engaging, extraordinary and relatable
than mainstream stars
• Average earned media value of an influencer
marketing program is $6.85 for every $1 spent
on paid media
Sources: Burst Media, “2014 Influencer Marketing Benchmarks Report,” March 2015; Hunter Qualitative Research commissioned by Defy Media, Fall 2014
The Fine Bros.

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• Brands using online video have seen lifts of 20-40% in incremental
buying over other ad forms. (comScore)
• Video is predominantly watched on mobile:
– Over half of all internet traffic on mobile devices is video.
– 70% of the video on the Internet will be accessed on a mobile
device over the next four years. (Cisco)
• Mobile shoppers are 3x more likely to click and view video than
desktop or laptop users. (Invodo)
• Mobile shoppers who viewed video are 144% more likely to place an
item in their shopping cart.
– 52% say that watching the video makes them more confident
about their purchasing decisions. (Internet Retailer)
Video = Sales
Source: http://www.forbes.com/sites/darcytravlos/2012/08/18/video-tablets-the-mobile-catalyst-for-commerce-watch-out-amazon/

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“80% of the Internet’s impressions
are driven by just 6% of its users.”
- Penny Baldwin, former CMO at McAfee
Why Influencers?

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Case Study

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BRAND PLATFORM: Taking the ordinary and
making it extraordinary… It’s what Schick Hydro
does for shaving. And it’s what the Epic Story
Project – a collection of images that tell stories of
guys’ lives – does to awesome everyday man
moments
CHALLENGE: Increase awareness and drive trial of
Schick Hydro razors by creating an emotional
connection around Make It Epic
SOLUTION: Utilize a series of social influencers to
create videos sharing their epic stories to extend
reach and generate implied endorsement
Brand the videos with custom intros featuring the
‘Epic’ campaign messaging and each influencer
getting a shave in the Schick Hydro Shave Chair
Schick Hydro – Make It Epic

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Make It Epic – Social Influencers
EPIC EATS
Harley Morenstein
EPIC ADVENTURE
Devin Supertramp
EPIC FUNNY
Stuart Edge
We focused on EPIC areas that appeal most to this target – Adventure, Food,
Humor – then partnered with the biggest social stars in these themes to
create videos and share branded content with their devoted fan bases.

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Social InfluencerVideos
We worked closely with the influencers’ teams to integrate the brand and
product into their video content. A total of four videos were then posted on the
influencers’ channels and promoted on their social networks.
Total Influencer Following
+8.8MM

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Epic MealTime Integration
Additionally, brand and product were featured in an an episode of Harley
Morenstein’s immensely popularYouTube series Epic MealTime.
+6.9MM Subscribers
+567K Views
+526K Twitter Followers

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Social Influencer Content
Over 20 pieces of social content were created by the influencers to tease
and promote their videos and highlight the brand.

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Campaign Results
We’ve seen millions of views and social impressions of branded content to
date.
+2MM
OrganicVideoViews
+9MM
Social Impressions
+113K
Social Engagements
+10MM
TotalVideoViews
+43K
Video Engagements

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Leveraging Influencer Equity
The influencers were featured in paid media and on the campaign’s
Tumblr hub.Teaser GIFs were also created to drive traffic to the hub
where fans could watch the full versions of the videos.

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Conclusion
• Confirm the target audience, relevant platforms, and
interests as well as the video consumption patterns.
• Evaluate content producers qualitatively &
quantitatively: sentiment, previous content, comments
and WOM, prior advocacy for partnership with brand or
competition vs. online influence scores.
• Look for an engaged audience sharing positive
sentiment and trust in the influencer
• Ensure the influencer is willing to speak of and integrate
the brand in a natural, organic and authentic manner
When exploring an influencer-based marketing campaign many factors should
be considered.

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Questions?