INFLUENCER GENERATED CONTENT

Transcription

1 HALLOWEEN EDITION INFLUENCER GENERATED CONTENT BENCHMARK REPORT

2 Authentic, Personalized, and Trusted Content Is The New Black The American public only trusts 22% of brands and wouldn t care if 74% of brands disappeared. 49% of consumers report relying on recommendations from influencers when making purchasing decisions. Google reported a 325% increase in searches for influencer marketing over the last 12 months. 28% of marketers voted influencer marketing the fastest-growing online customer-acquisition method. 67% of marketers plan on increasing their influencer marketing budget over the next 12 months. Brands earn an average of $7.65 EMV per $1 spent on influencer marketing, delivering 11x the ROI than traditional digital ads. Source: Halloween Marketing Stats, Stat Social

3 INFLUENCER MARKETING: NO TRICKS, JUST TREATS Brands shouldn t have to struggle to create authentic content. Partnering with influencers can help brands maximize mass personalization and establish authentic communication channels. Brands should work with influencers to target each audience segment to inspire, create, or co-create content for the growing diversity of marketing needs. There s no better time to unleash the power of influencer marketing than Halloween. This year, the spook-tacular holiday is projected to have another record-setting season with expected spend to reach $9.1 billion, up from $8.4 billion in Among the brands creating Halloween-themed influencer-generated content, copy containing family-friendly baking ideas and recipes appears to be among the most popular. Sources: 1. The Balance Halloween Spending Statistics, Facts & Trends 2. Influencer Marketing Hub The Remarkable Rise of Influencer Marketing In this report, we look at share of influencergenerated content (IGC) across leading Halloween brands. We analyzed which brands had the greatest influencer SOV in the last year and what you can learn from IGC holiday leaders.

4 SHARE OF INFLUENCER VOICE (% IGC): HALLOWEEN BRANDS 25% 20% Share of Influencer Voice 15% 10% CATEGORY LEADER IN ENGAGMENTS 5% 0% SOURCE: Mavrck, 2017: Analysis based on share of influencer-generated content on Instagram and Twitter, September October

5 IGC BRAND CHECKLIST Key takeaways from IGC Halloween Leaders

6 Walmart influencer-generated content (IGC) pictures a wide variety of candy and other Halloweenthemed goodies. This is reflective of Walmart s depth of products and commitment to being a one-stop shop. IGC copy includes ideas and instructions for Halloween-themed gift baskets and other Halloweenbased creations, giving moms ideas for fun and interactive experiences with their children. Walmart s #BooItForward influencer marketing campaign is a values-based initiative aims to teach children the importance of sharing and caring by encouraging the creation of gift baskets.

7 IGC for Nestle s Pure Life Water plays on Day of the Dead themed product packaging to target a niche demographic: bilingual moms. Nestle s Share-A-Scare influencer marketing campaign encourages children to create and submit their own artwork, aiming to make drinking water a fun and interactive experience for kids. IGC from Nestle s Pure Life Water campaign received 14% average engagement compared to 4.1% CPG Food average social engagements.1 Source: Reelio: How to Drive Engagements With Influencer Marketing, 2016

8 The majority of Hefty and Chex Mix IGC leverages the partnership between the brands to co-create Halloween-themed content (i.e. Halloween Muddy Buddies in Hefty Slider Bags). Chex Mix IGC primarily appears on mommy-blogs and incorporates easy-to-follow Halloween-themed recipes, perfect for moms with young children. Unlike other IGC posts that link to influencer social channels, Hefty IGC copy on Twitter link directly to the Hefty website, ensuring a seamless experience for consumers.

9 Hershey s Halloween-themed IGC primarily features the KitKat brand. This is most likely a result of the release of the widely popular Halloweenedition KitKat bar. Hershey IGC pairs KitKat with a variety of Halloween-themed product recipes aimed to inspire creativity and personalization for moms and children. Hershey holds the #1 Halloween market share (38.3%) and three of the top five Halloween candy brands (Hershey s Chocolate Assortment, Reese s, & KitKat). 1 Source: Markets Insider - Candy Bowls are Overflowing This Halloween With New Sweets and Seasonal Favorites From The Hershey Company, 2016

10 J.M. Smucker s Halloween-themed IGC primarily features the Pillsbury brand. This is most likely a result of the brand s versatility during Halloween. J.M. Smucker s Halloween IGC features Pillsbury s #MixUpAMoment campaign - a campaign aimed at bringing families together through baking. Influencer blog posts are reflective of personalized and relatable consumer stories, adding to the overall legitimacy of the brand.

11 Kellogg s Halloween-themed IGC primarily features the Rice Krispies brand. This due to the product s versatility, relevance, and ability to compete with/include candy during Halloween. IGC pairs product with Halloween-themed iconic familyfriendly recipes (i.e. the famous Rice Krispies treat). In 2016, Rice Krispies Treats reported double-digit consumption gains and increased share as a result of the product s innovative nature and core growth.1 Source: Kellogg Company 2016 Annual Report

12 ABOUT US Mavrck is the leading all-in-one influencer marketing platform trusted by consumer brands like P&G, Godiva, and Keurig Green Mountain to harness the power of their most valuable asset: consumers with social influence. Our patented influencer activation engine enables brands to discover and activate thousands of their own influencers, advocates, referrers, and loyalists through their existing digital experiences to create, amplify, or submit content and drive conversions at scale. Using our self-service influencer manager, we also enable brands to take a more automated and programmatic approach to influencer marketing. RISE ABOVE THE NOISE Contact us at sales@mavrck.co to learn more.