spotlight on mum's eye view, asda's innovative youtube brand channel
TRANSCRIPT
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Spotlight on: Mums Eye ViewSpeaker: Dom Burch
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First, a little bit about me...• 12 years at Asda• Trained in PR• Took 6 month career
break in 2011• Led Walmart’s social
media strategy in Europe
• In charge of AMP since April 2014
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Story-telling is key to driving genuine customer
engagement
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Facebook learning's paved the way for ASDA’s
YouTube success
188% Sales Uplift
Spend:£1,500
Reached 2.8M
Facebook users
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ASDA Mum’s love YouTube…
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…but not necessarily ASDA’s channel
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Social Talent
Harnessing influence and engagement on social
platforms
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Zoella
Lady Gaga VEVO
Caspar Lee
The X Factor UK
Tanya Burr
BBC Radio 1
Beyonce VEVO
0 1 2 3 4 5 6 7 8 9
8.5
5.9
4.7
3.4
3
2.4
1.7
Channel subscribers (000,000s)
Audience Perspective
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Christmas 2013: YouTube approach
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Christmas 2014: ‘Come Dine With Me’ Influencer style
10,000UNIQUE VISITS TO PRODUCT PAGES
£120,000TOTAL SPEND
3.3MTOTAL ORGANIC
VIEWS
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2,159 Views 12 clicksSales Lift Unknown
Christmas 2013 vs 2014
1.7m Views 10,000 clicksImpressive Sales Lift
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Content Strategy
‘How to…’ • Makeup
tutorials• Recipes• Fitness tips Talent
Vlogs
Product Hauls
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Monetization
£8,000TOTAL SPEND
212kTOTAL ORGANIC
VIEWS
89%UPLIFT IN BETTY
CROCKER PRODUCTS
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Social Engagement
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Over 7 Million Views
154,000 Subscribers
10 Million+ Supporting Talent
Views
Channel success to date
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Walmart.com collaboration
Independence Day Video with Alfie Deyes
(Pointless Blog)
£27,000TOTAL SPEND
80kTOTAL ORGANIC
VIEWS
LIKEABILITY RATIO
97:1
230KINSTAGRAM
LIKES
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Audience Statistics: first 50 hours • Total Views: 73,000
• Top 3 video when searched ‘Independence Day’ at 9am 4th
July – within 15hours of going live
• Subscribers added: 3,000 • Cost per view: £0.36 / $0.54• Viewers per hour: 1,400. That’s a 1
every 2.5seconds! • Likes: 12,000
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Next steps... Influencers on extended
talent platforms: InstagramSnapchatFacebook
Vine
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Key Learnings • Creating great content on its own
is not enough• Working with key influencers
allows you to rent their audience• More cost effective and engaging
than paid for media approach• …However, we are only
scratching the surface
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Thank you Questions?