This is Part Five in a blog series for the How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.
Shopper Social Media can be the ultimate tool in a marketer’s strategy toolbox. It gives marketers an extremely effective tool for influencing shoppers in the online spaces they are using daily, while tying in existing shopper marketing tactics and driving traffic in-store. (Aka the ultimate marketing mixture!)
It’s time to solve your most common shopper marketing problems. For example….
New Product Launches
Every year, brands launch thousands of new products. The products listed in the first top 200 IRI New Product Pacesetters earned an average of $34.8 million alone. Most new products need to see substantial sales lift in the first couple of months on-shelf or they risk being delisted by the retailer. Consequently, the marketing strategy behind new product launches is particularly important for the success of that product. Influencers can help create pre-buzz and maximize other marketing efforts like demos or FSI’s during these launches.
Maybelline launched its new Falsies Push Up Drama mascara at Walmart last fall. The full distribution launch needed a strategy to ensure this new product succeeded and cut through the busy beauty aisles. Thankfully, some stores featured an in-store display, and with the help of beauty influencers, Maybelline educated shoppers on the new product’s benefits and drove traffic in store while also promoting the in-store display. Influencer content included beauty tips, tricks and hauls with all Maybelline products, while highlighting the Falsies Push Up Drama Mascara at Walmart. The program generated a total of 35MM+ impressions, drove 10K+ social engagements, received over 73k content views and the average time spent on content was 1:53 minutes. As a result of the influencer program, Maybelline received a Total Media Value of 1.3X the campaign costs.
To see how Shopper Social Media can solve your other shopper marketing problems such as new usage occasions, seasonal charity promotions and delisting threats, click here to download our How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.