Social Adds Pizzazz: How Sock Star Stance Got in on Kia’s Super Bowl Ad
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One of the breakout ads from football’s Big Game was Kia’s “Walken Closet” spot, where legendary actor Christopher Walken uses a colorfully stylish sock to explain how the next generation Optima stands out. What you may not know is that the sock with pizzazz comes from Stance, a fast-growing lifestyle brand that’s making noise with its bold, daring footwear. Stance’s secret? Using social audiences as a competitive advantage. Hear from Stance about its playbook for applying social listening and analysis to disrupt marketing, and how it used its social analytics to demonstrate why its socks belonged in one of the biggest car ads of the year. You’ll learn: - How Stance keeps track of the social conversation about its brand and its industry. - How the brand taps into social audiences and influencers to help drive its digital engagement. - Which social analytics best practices you can apply to your marketing.
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Social Adds Pizzazz: How Sock Star Stance Got in on Kia’s Super Bowl Ad
- 1. H O W S O C K S TA R S TA N C E G O T I N O N K I A’ S B I G G A M E A D SOCIAL ADDS PIZZAZZ #NetBaseLive
- 2. PRESENTERS Nick Tran Stance VP of Marketing @ATSIGNNICK Brett Sirianni Stance Director of Social Media @Brettsirianni Christopher Leet NetBase Sr. Director, Product Marketing @CJMLEET #NetBaseLive Nick Tran Stance VP of Marketing Brett Sirianni Stance Director of Social Media
- 3. AGENDA •! SOCIAL CAN SOLVE YOUR MOST IMPORTANT BUSINESS INITIATIVES •! HOW STANCE USED SOCIAL TO LAND A BIG GAME AD WITH KIA •! AUDIENCES & INFLUENCERS: AN APPROACH YOU CAN’T IGNORE •! SUMMARY #NetBaseLive
- 4. AGENDA •! SOCIAL CAN SOLVE YOUR MOST IMPORTANT BUSINESS INITIATIVES •! HOW STANCE USED SOCIAL TO LAND A BIG GAME AD WITH KIA •! AUDIENCES & INFLUENCERS AN APPROACH YOU CAN’T IGNORE •! SUMMARY #NetBaseLive
- 5. OUR PLATFORM DELIVERS REAL BUSINESS VALUE. Progressive brands and agencies use NetBase to see their brand through the eyes of consumers. Increase Revenue Improve Productivity Reduce & Manage Risk Decrease Costs #NetBaseLive
- 6. SOCIAL IS A GOLD MINE OF CONSUMER INFORMATION 1B 80M 500M 311M 86K HRS 38M CONTENT CREATED DAILY #NetBaseLive
- 7. WHAT MARKETERS USE SOCIAL FOR TODAY #NetBaseLive !"# $!# %&# '$# '(# "&# "%# ")# "(# &# !&# $&# %&# '&# "&# *&# )&# +,-./01#2341#5/631#3477-8#/8#13-#9:1:,-# +,;.:01#/88;<4=;8# >--#3;2#?#,48@#<-,A:A#0;57-==;8# >-BB#</4#A;0/4B# C8;2#2341DA#1,-8./86#/8#5E#041-6;,E# +,;1-01#5E#F,48.#,-7:14=;8# G,40@#F,48.#04574/68A#48.#B4:803-A# ?57,;<-#0:A1;5-,#04,-#48.#-H7-,/-80-# C8;2#2341#0;8A:5-,A#A4E#4F;:1#5E#F,48.# Source: NetBase Poll 2016 (Marketers and Agencies) % Agree, n=230+
- 8. AGENDA •! SOCIAL CAN SOLVE YOUR MOST IMPORTANT BUSINESS INITIATIVES •! HOW STANCE USED SOCIAL TO LAND A BIG GAME AD WITH KIA •! AUDIENCES & INFLUENCERS: AN APPROACH YOU CAN’T IGNORE •! SUMMARY #NetBaseLive
- 13. #NetBaseLive
- 14. #NetBaseLive
- 15. RESULTS #NetBaseLive 100% Sold Out 654% Increase in Mentions 50% New Audiences 98 Net Sentiment
- 16. AGENDA •! SOCIAL CAN SOLVE YOUR MOST IMPORTANT BUSINESS INITIATIVES •! HOW STANCE USED SOCIAL TO LAND A BIG GAME AD WITH KIA •! AUDIENCES & INFLUENCERS: AN APPROACH YOU CAN’T IGNORE •! SUMMARY #NetBaseLive
- 18. THE DEMOGRAPHIC APPROACH •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy Person 1 •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy Person 2 #NetBaseLive
- 19. THE DEMOGRAPHIC APPROACH •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy Person 1 Ozzy Osbourne •! Born 1948; grew up in England •! Married twice •! 2 children •! Successful in business •! Wealthy Prince Charles Person 2 #NetBaseLive
- 20. Your brand lens is only a tiny fraction of your audience’s full conversation. Fractional View #NetBaseLive
- 21. #NetBaseLive
- 22. AUDIENCE 3D APPROACH Go beyond the industry’s standard flat analytics. Gain a profound understanding of your audience to deliver real value. # #NetBaseA3D
- 23. FROM Dated proxies Inaccurately ASSUME what might drive a specific audience TO Audience 3D Accurately KNOW what’s driving an audience, right now #NetBaseLive
- 24. HOW SOCIAL AUDIENCES CAN CHANGE YOUR BUSINESS Marketing Strategy Content & Creative Development Targeted Advertising #NetBaseLive
- 25. B L O C K I N G A N D TA C K L I N G I N F L U E N C E R S T R AT E G Y B U I L D S O C I A L I N T E R A C T I O N #NetBaseLive
- 26. STARTING WITH AUDIENCE INSIGHTS #NetBaseLive
- 28. SHARE OF VOICE – SOCIAL & PR STANCE! NIKE! UNDER ARMOUR! HAPPY SOCKS! ADIDAS! RICHER POORER! #NetBaseLive
- 31. AGENDA •! SOCIAL CAN SOLVE YOUR MOST IMPORTANT BUSINESS INITIATIVES •! HOW STANCE USED SOCIAL TO LAND A BIG GAME AD WITH KIA •! AUDIENCES & INFLUENCERS: AN APPROACH YOU CAN’T IGNORE •! SUMMARY #NetBaseLive
- 32. #NetBaseLive IN SUMMARY – SOCIAL! •! PREPARES YOU FOR EVERY BUSINESS OPPORTUNITY •! DRIVES YOUR CAMPAIGNS AND SALES TO NEW HIGHTS •! DEEPENS YOUR AUDIENCE UNDERSTANDING •! CREATES BEST PRACTICES TO GROW YOUR BUSINESS
- 33. ENTERPRISE SOCIAL MEDIA ANALYTICS Learn more at NetBase.com | call 1-855-762-6764