Celebrating Success Without the Hard Sell

Transcription

1 AHALOGY + AMERICAN GREETINGS Celebrating Success Without the Hard Sell MEET THE TEAM AHALOGY VP OF SOCIAL PLATFORMS, GM Bob Glibreath AMERICAN GREETINGS SENIOR MANAGER, RETAIL MARKETING Julie Herceg INTRODUCTION Today s Topics 01 Breaking through the clutter during the holidays with trenddriven content Balancing idea-based influencer content with a brand sales message Social insights to boost results and performance for your holiday content strategy

2 Let s state the obvious Holidays have a huge impact on brand sales Holiday sales continue to grow +5.5% 2017 RETAIL SALES Growth in in-store sales during the 2017 holiday season Source goes here +14.7% 2017 ONLINE SALES Growth in e-commerce sales during the 2017 holiday season Source goes here +33.1% 2017 MOBILE SALES Percent of sales for which mobile was a contributor Source goes here MOBILE-SOCIAL SHOPPING More sales happened on mobile than desktop in % say Facebook was influential in their 2017 holiday shopping & 39% said the same for Instagram 87% of Pinterest users said brands help them find the right products for the holidays peoples-mobile-hacks-for-in-store-shopping ways-to-drive-holiday-sales-on-pinterest

3 Serve up ideas vs. ads Interest over time Cocktail Search Term Jack Daniels Search Term Average Sept 17, 2017 Jan 21, 2018 May 27, 2018 Source: Google Trends Interest over time Casserole Search Term French s Search Term Average Sept 17, 2017 Jan 21, 2018 May 27, 2018 Source: Google Trends

4 Average Sept 17, 2017 Jan 21, 2018 May 27, 2018 Interest over time Skincare Search Term Burt s Bees Search Term Source: Google Trends Interest over time Hangover Search Term Pepto Bismol Search Term Average Sept 17, 2017 Jan 21, 2018 May 27, 2018 Source: Google Trends

5 Hit the right (and real) audience Our Story + 14 Our Story +

6 The American Greetings Challenge As the leader in meaningful connections, American Greetings is committed to making the world a more thoughtful and caring place Social expression products include paper cards, digital greetings, gift wrap and party goods How do we keep greeting cards relevant in an ever-growing digital world? AMERICAN GREETINGS + TARGET Business Strategy Partner with Target to deliver differentiated products and foster loyalty for the Card and Party Department AMERICAN GREETINGS + TARGET Marketing Strategy Drive traffic to the card department.

7 X AHALOGY + AMERICAN GREETINGS Challenge leads to opportunity Social platforms like Pinterest and Instagram are being used to discover & share new ideas Influencers bring unique, authentic ideas and immediate trust 03 Ahalogy brings together Influencer content and Paid Social as part of the American Greetings & Geometry team Year-to-Date American Greetings Campaigns Content from Ahalogy Brandable Programs SEASONAL OCCASIONS: Holidays

8 Cranberry SEASONAL TREND INSIGHTS Muse Trend Data: Holiday POPULAR KEYWORDS RELATED TO YOUR CATEGORY IN Q4 Cookie White Chocolate Party Recipes Gift Basket Theme Party COOKIE EXCHANGE No-Bake Recipes CHOCOLATE DIY Gifting HOSTESS GIFT AYSEGUL SANFORD Foolproof Living OPTION 1 Healthy Cookie Kit A gift box filled with ingredients to make a healthy cookie or cake recipe OPTION 2 Almond Chocolate Bark A no-bake chocolate bark recipe topped with seasonal ingredients like dried apricot OPTION 3 Gift Basket How-to My tips on how to easily put together a festive edible gift basket for the holidays

9 Who doesn't love receiving a Optimization for Social Multiple-image vs. singleimage creative to garner engagement from different audiences and platforms. homemade treat during the holidays?! Spreading the seasonal cheer, showing your friends & coworkers how much you care, and crossing people off your holiday shopping list has never been easier or more fun! Lift words and copy differences for SEO Actionable & descriptive copy overlays Ready for a fun and easy way to gift your favorite selection of treats to anyone on your Christmas shopping list?! Family and friends are all sure to appreciate the thought and care you put into their perfect gift! JUST-FOR-FUN OCCASIONS: Galentine s Day SEASONAL TREND INSIGHTS Muse Trend Data: Valentine s Day POPULAR KEYWORDS RELATED TO YOUR CATEGORY IN Q4 Chocolate Champagne DIY Gift Flowers Spa Basket Galentine s Day DIY GIFTS Sweet Treats RASPBERRY Cocktail Recipes CHAMPAGNE

10 STEPHANIE GERBER Hello Glow OPTION 1 Heart-Shaped Bath Bombs How to make cute heart shaped bath bombs, made with safe, natural ingredients OPTION 2 DIY Galentine s Gift How to make floral bath salts in pretty jars or vials, with hand-lettered labels OPTION 3 Kid-Friendly Craft A fun DIY project or activity to do with your kids on Valentine s Day In-House Creative hello_glow Give your girlfriends a gift they can truly enjoy with this trio of homemade bath salts in lavender, rose, and grapefruit. When you pair it with an American Greetings card from Target, this makes the perfect present for

11 Optimization for Social Multiple-image vs. singleimage creative to garner engagement from different audiences and platforms. Who better to share the love with this Valentine's Day than your best girlfriends? Celebrate these supportive women by hosting a Galentine's Day girl s night in! Plus, making these homemade bath salts might even become a yearly tradition! Lift words and copy differences for SEO Actionable & descriptive copy overlays Give your girlfriends a gift they can truly enjoy with this trio of scented bath salts in lavender, rose, and grapefruit. If you're hosting a Galentine's Day celebration, this could also make a wonderful party favor for all your favorite ladies. POPULAR CARD OCCASIONS: Father s Day SEASONAL TREND INSIGHTS Muse Trend Data: Father s Day POPULAR KEYWORDS RELATED TO YOUR CATEGORY IN Q4 Gift Idea Personalized Crafts Sliders Grill Recipes Manly Recipes BACON Grill Recipes SPICE RUB DIY Gifts GIFT BASKET FOR DAD

12 KALEIGH MCMORDIE Lively Table OPTION 1 Grilling Recipe A grilling recipe for Dad featuring a lamb or bison burger with outdoor tablescape OPTION 2 DIY Grilling Gift Basket Including a homemade spice rub, grilling tools, and an American Greetings card OPTION 3 Beer-Infused Dessert A dessert for Dad made with beer, such as a Pale Ale Apple Crisp In-House Creative Your dad is a grill master. So, this Father s Day, give him the gift of his own speciality seasoning with this recipe for Homemade Spice Rub! When paired with barbecue More livelytable Your dad is a grill master. So, this Father s Day, give him the gift of his own speciality seasoning with this recipe for Homemade Spice Rub! When paired with

13 Give your dad what they really Optimization for Social want this Father s Day delicious food! So, this Father s Day, give him the unique gift of his own speciality seasoning with this recipe for Homemade Spice Rub! Multiple-image vs. singleimage creative to garner engagement from different audiences and platforms. Lift words and copy differences for SEO Actionable & descriptive copy overlays Your dad is a grill master. So, this Father s Day, give him the gift of his own seasoning with this recipe for Homemade Spice Rub! When paired with barbecue essentials, you ve got the perfect thoughtful present idea he ll love. EVERY DAY OCCASIONS: Birthday Celebrations SEASONAL TREND INSIGHTS Muse Trend Data: Summer Birthday POPULAR KEYWORDS RELATED TO YOUR CATEGORY IN Q4 Ice Cream Kids Cake Games Party Themes Dessert Recipe GLUTEN-FREE Kid-Friendly GAMES & ACTIVITIES DIY Party Ideas PRINTABLE INVITATION

14 AMANDA MAGUIRE Pickles & Honey OPTION 1 Homemade Popsicles This would be a very simple, but tasty treat to keep the kids cool by the pool OPTION 2 Healthy Party Recipes A collection of vegan & gluten-free summer birthday recipes like mini cheesecakes OPTION 3 DIY Kids Game A step by step tutorial on how to construct a DIY Pin the Tail on the Character game Optimization for Social Multiple-image vs. singleimage creative to garner engagement from different audiences and platforms. No matter the number of celebrations you have this summer, be prepared to give everyone a sweet treat surprise with help from these 4 Simple Birthday Dessert Recipes. Now you ve got all the makings of a memorable and delicious birthday present. Lift words and copy differences for SEO Actionable & descriptive copy overlays No matter the number of celebrations you have this summer, these 4 Simple Birthday Dessert Recipes are sure to delight party guests! Pair one of these homemade goodies with a cute greeting card from Target, you ve got everything you need for a thoughtful and delicious birthday present.

15 Year-to-Date Results YEAR-TO-DATE SUMMARY Activation + Delivery 44 BLOG POSTS 86 PINS 51 TWEETS 49 FACEBOOK POSTS 47 INSTAGRAM POSTS 95 PROMOTED PINS YEAR-TO-DATE SUMMARY Performance Summary 34 MM 917K 272K 57K IMPRESSIONS ENGAGEMEN TS VERIFIED PAGE VIEWS* EARNED PAGE VIEWS *Verified Pageviews are views filtered for invalid traffic (IVT) *MOAT Analytics human % benchmark is 95%

16 Top Performing Instagram + Facebook Media AMERICAN GREETINGS HOLIDAY 2017 The Chocolate Almond Bark video post drove +105% higher CTR than industry benchmarks TOTALS 39% WATCHED MORE THAN HALF THE VIDEO* +121K IMPRESSIONS +10K VIDEO VIEWS +17K ENGAGEMENTS *Industry benchmark is 24% 47 FACEBOOK & INSTAGRAM Shared Appetite s Instagram video had highest engagement TOTALS VIEWERS WATCHED 18% OF THE VIDEOS ON AVERAGE 157% HIGHER THAN AHALOGY BENCHMARK* +3.2MM IMPRESSIONS +368K VIDEO VIEWS +381K ENGAGEMENTS, 11.66% ENGAGEMENT RATE 66% HIGHER THAN AHALOGY BENCHMARK* * Ahalogy Benchmarks: Average video percentage watched - 7%; ER - 7% 48

17 49 INSTAGRAM The Forked Spoons Instagram video had highest engagement PLATFORM TOTALS: +5.7MM IMPRESSIONS +589K VIDEO VIEWS +598K ENGAGEMENTS, 10.35% ENGAGEMENT RATE 35% HIGHER THAN AHALOGY BENCHMARK* * Ahalogy Benchmarks: average % of video viewed: 6.58%, 7.63% ER Top Performing Pinterest Media PINTEREST Valentine s Day care package had the highest CTR of 1.42% TOTALS 0.99% TOTAL CLICK-THROUGH RATE 98% HIGHER THAN AHALOGY BENCHMARK* +2.1MM IMPRESSIONS +58K ENGAGEMENTS, 2.72% ENGAGEMENT RATE 2.59% HIGHER THAN ANALOGY BENCHMARK* * Ahalogy Benchmarks: 0.50% CTR, 2.65% ER 51

18 YEAR-TO-DATE SUMMARY 31% Above Total Campaign Goals GOAL 32,400,000 verified impressions 42,521,375 RESULTS verified impressions +31% THANK YOU! Questions? Want to know more? Contact us: