2017 Solutions Portfolio Update v13 - ExpertVoice...Goal: Grow market share at priority retailers by...

Goal:Evolve the Mountain Athletics™ line and build product advocacy through a two-way dialogue with Experts.

Solutions

Market Research

Capture predictive insights from your trusted Experts.

• Expert NPS • Category Perception • Brand/Product Sentiment

Product Advocacy

Enhance the product recommendations made by Experts.

• Product Education • Product Seeding • Live Events

Content & Reviews

Cultivate content that builds your brand & drives sales.

• Product Reviews • UGC • User-Inspired Content

Content and Product Innovation, Powered by Experts

Strategy:

EDUCATE: The North Face® gave Outdoor Experts exclusive access to Product Education content that included education on the Mountain Athletics™ line. ENLIST FEEDBACK: As Experts learned about Mountain Athletics™, they were invited to give their feedback through a Brand/Product Sentiment survey. The North Face asked Experts about must-have features, suggestions for improvements and likelihood to recommend. APPLY INSIGHTS: The feedback was primarily used to influence future Product Education content to ensure Experts get the information they need to fuel their expertise in the Outdoor category.

CREATE EXPERT CONNECTIONS: The North Face also identified a few stand-out Experts who provided feedback and invited them to be featured in their fall campaign Product Education content.

Outcome:• 3,000 unique Expert

responses in 30 days

• 47% response conversion

• 15% li� on Mountain Athletics™ line purchased by Experts

Zippered hand pockets

Breathable

Internal elastic cuffs

Active fit

Lightweight 23%7%

13%

6%32%

Product SentimentProduct Education Outdoor Expert: Penelope Kimpinski

Goal:Increase sell-through at a priority retailer by educating in-store Experts on WÜSTHOF and its products.

Solutions

Retail Sales Conversion, Powered by Experts

Strategy:

WÜSTHOF partnered with Experticity to create and deliver Product Education content that resonated with Experts working at retail. The content not only informed the Experts about the product features, it also: • Told the story behind the WÜSTHOF brand • Included videos of their products in real-life situations • Inspired a connection to the brand that retail Experts could share with potential customers

Outcome:• 300+ Experts engaged from that

specific retailer, spending 15+ minutes on WÜSTHOF Product Education content

• Sales at stores with Experticity members on sta� increased by 3.5x as much as other stores

Market Research



* If the brand provides store sell-through data from its retail partners, Experticity can provide the engagement data and support, or run the analysis ourselves to get similarly conclusive metrics for the brand’s programs on our platform.

Product Advocacy



Content & Reviews



Culinary Expert: Amy KautzchProduct EducationProduct Education

Goal:Grow market share at priority retailers by educating Experts at retail on Quiksilver and its products.

Solutions


Strategy:

Quiksilver partnered with Experticity to give Experts at retail a behind-the-scenes experience with its brand. The content they released included: • The story of how the brand got started • An exclusive interview with their co-founder, Bob McKnight • Relevant information about Quiksilver product lines and features

Outcome:• 7,285 Experts engaged in the first 90 days

• Sales at stores with engaged Experticity members on sta� sold 104% more than non-engaged locations


Market Research



Product Advocacy



Content & Reviews



Surfing Experts: The Mel FamilyProduct EducationProduct Education

Goal:Grow market share at priority retailers by educating Experts at retail on LaserMax and its products.

Solutions


Strategy:

LaserMax partnered with Experticity to target retail Experts with engaging content about its brand and products. The Brand Expertise content released to Experts included: • The brand story • Key features for LaserMax products • The latest and greatest innovation from LaserMax

Outcome:• 2,300+ Experts engaged from the

targeted retailer

• Sales at stores with engaged Experticity members on sta� sold 24% more on average


Market Research



Product Advocacy



Content & Reviews



Shooting Sports Expert: Steven BubnesProduct EducationProduct Education

Goal:Increase Expert recommendations by giving Experts more opportunities to connect with Vortex.

Solutions

Brand Awareness and Advocacy, Powered by Experts

Strategy:

Vortex made a shi� in strategy among Hunt and Tactical Experts, increasing their Product Advocacy campaigns from twice a year to a limited audience, to a frequency strategy based on meaningful, timely and relevant campaigns and an expanded, high-a�inity audience. This new strategy focused on giving Experts truly exclusive access to all-new products and initiatives via Product Education, Product Seeding and Flash Events through a comprehensive program that included: • A User-Generated Content program that resulted in one lucky Expert, Dylan Isabell from retailer Academy Sports, getting an exclusive invitation and fully-paid experience to the Atlanta NRA show • User-Inspired Content, featuring Dylan Isabell, aimed at both Experts and consumers to create an authentic and relatable connection to foster increased brand advocacy

Outcome:• 81,000+ Hunt and Tactical Experts

engaged, an increase of 360% from the prior strategy

• Once the new strategy was implemented, the comparable Experticity audience reported 95% more likely to recommend Vortex

• Vortex now has a fan for life, Dylan Isabell, who will inspire potential consumers at Academy Sports, as well as peers in his highly passionate personal life, to consider the Vortex brand

@armas_sa

Market Research



Product Advocacy


• Product Education • Product Seeding Flash Events • Live Events

Content & Reviews



Shooting Sports Expert: Dylan IsabellUGCProduct Education

Goal:Build brand and product advocacy with Experts who are trusted among existing and prospective consumers.

Solutions

Brand and Product Consideration, Powered by Experts

Strategy:

Traditionally, Carhartt focused its brand education on detailed product specs and benefits. This was informative for Experts, but the story behind the brand was lost in the details. Carhartt, in partnership with Experticity, shi�ed their Product Education content to a more authentic voice and used the power of storytelling to create a meaningful connection with its most influential Experts.

Outcome:• 10,066 Experts engaged with Carhartt,

a 77% increase in content adoption from the prior content strategy

Market Research



Product Advocacy



Content & Reviews



Construction Expert: Thomas IsaacsProduct Education Product Education

Goal:Build brand awareness with an expanded consumer target via a high-a�inity, high-potential Expert audience.

Solutions

Brand Awareness, Powered by Experts

Strategy: Raleigh has traditionally been a road and mountain bike brand. With their expansion into more lifestyle/urban bikes, they needed to tap into a non-traditional community of Experts to drive credible recommendations. By partnering with Experticity, Raleigh targeted Fashion Experts through a Product Education campaign that o�ered them access to exclusive brand knowledge and product discounts.

Outcome:• 1,000+ Fashion Experts engaged

• Fashion Experts were 2.5x more likely to recommend the brand a�er learning the Raleigh story via the Product Education content

Market Research



Product Advocacy



Content & Reviews



Fashion & Urban Cycling Expert: Evan MossProduct Education Product Education

Goal:Build brand awareness in a new category via a high-a�inity, high-potential Expert audience.

Solutions


Strategy:

Superfeet released their new Trophy line of insoles specifically for hunting and shooting sports consumers. To drive credibility in this new category, Experticity created Product Education content that specifically spoke to Hunting and Shooting sports Experts and expanded their targeted audience to include Hunting Experts also targeted by brands like Vortex, Remington and Benelli.

Outcome:• 2,700 Hunting Experts engaged with

the Superfeet content in just 30 days

• A�er the campaign, 90% of Hunting Experts said they were likely to recommend Superfeet products — a 73% li�

Market Research



Product Advocacy



Content & Reviews



Hunting Expert: Michael Edwards (right)Product Education Product Seeding

Goal:Increase awareness and conversion of Cra� Sportswear’s Be Active base layer line.

Solutions

Product Awareness and Conversion, Powered by Experts

Strategy:

Cra� knows that Experts are the path to trusted recommendations and increased sales, so they partnered with Experticity to get their Be Active line of base layers in the hands of Winter Outdoor Experts. For three days before the season began, Cra� o�ered these Experts a Flash Event, which gave them limited-time, exclusive access to the product at 50% o� (a 15% deeper discount than usual).

Outcome:• 693 Winter Outdoor Experts engaged in just

3 days

• Among Experts engaged in those 3 days, 446 bought Cra� products

• A�er the Flash Event, Expert purchases increased to the highest levels yet for Cra�: they drove the Be Active base layer line to represent 7 out of the top 10 products purchased by Experts — a 900% increase

Market Research



Product Advocacy



Content & Reviews



Skiing Expert: Steven CarterProduct Education Product Seeding

Goal:Build awareness and drive sell-through of the Launch 3 and Ravenna new shoe launches.

Solutions

New Product Awareness and Conversion, Powered by Experts

Strategy:

Seed top running shoe products — the Launch 3 and Ravenna — to Experts at the start of a key selling season to drive more recommendations. Brooks knows that Experts are the path to trusted recommendations and increased sales, so they partnered with Experticity to target running Experts with an Experts-only three-day Flash Event at the start of their key selling season.

Outcome:• 1,251 Experts engaged in just 3 days

• Among those Experts, 318 pairs of the Launch 3 and Ravenna shoes were seeded — a 288% li�

Market Research



Product Advocacy



Content & Reviews



Running Expert: Gino Pierangeli (le�)Product SeedingProduct Seeding

Goal:Build brand awareness of Icebreaker during their peak selling season.

Solutions


Strategy:

Icebreaker knows that Experts are the path to trusted recommendations and increased sales, so they partnered with Experticity to keep their brand top-of-mind leading into the holiday season by participating in Experticity’s Cyber Monday Flash Event.

Outcome:• 696 Experts engaged in just 3 days

• Among those Experts, Icebreaker seeded more than 3,000 products

Market Research



Product Advocacy



Content & Reviews



Snowboarding Expert: Taylor BooneProduct Education Product Seeding

Goal:Create consistent positioning and build credibility and conversion through product reviews.

Solutions

Consideration and Retail Sales Conversion, Powered by Experts

Strategy:

Skullcandy invited Experts in the Experticity network to field test products from their Bluetooth Speaker line and provide honest reviews by participating in a Product Reviews Gear Tester program. Expert testers were encouraged to put products through their paces, just like Skullcandy advertises them.

Outcome:• 82% of the Experts who participated in the

Gear Tester program shared reviews on Skullcandy.com

“The reviews that poured in were incredible and truly reinforced the positioning of this product line.”

− Derek Steiner Digital Marketing Manager at Skullcandy

Erik Moller

Market Research



Product Advocacy



Content & Reviews



Snowboarding Expert: Erik MollerProduct ReviewsProduct Reviews

@lalliliana @the_bearded_gunner @the_bearded_gunner @the_bearded_gunner

Goal:Drive brand awareness and sales through authentic UGC.

Solutions

Direct Sales Conversion, Powered by Experts

Strategy:

Stance knew that authentic digital storytellers who inspire others through their passion, experience and knowledge were the path to success for their brand. Stance, in partnership with Experticity, identified a low-hanging fruit opportunity to drive sales by featuring already-existing UGC from their social channels on their e-commerce site to inspire prospective customers through authentic digital stories and, ultimately, drive purchase.

Outcome:• The UGC drove sales at an average of $54 for

each item of UGC

@mattmargretts @samir_banjara @thisisdebi

“…within months, we became ROI positive on the tool, and we were actually making a profit. The kicker is that it’s a simple part of our everyday lives.”

− Brett Sirianni Director of Social Media at Stance

Market Research



Product Advocacy



Content & Reviews


• Product Reviews • UGC Shoppable Content • User-Inspired Content

UGC UGC UGC UGC

Matthew Kou @the_bearded_gunner @the_bearded_gunner @the_bearded_gunner

Goal:Build brand a�inity and drive site sales through inspiring content created by Grilling Experts.

Solutions

Direct to Consumer Conversion, Powered by Experts

Strategy:

Outcome:• 30,790,335 Unique Impressions

• 4.6% of content interactions result in a purchase on site

• 14.7% of sales sitewide involve an engagement with content first

James Cope Brad Marsh

Market Research

Capture predictive insights from trusted Experts.


Product Advocacy

Influence consumer purchase through Expert product recommendations.


Content & Reviews

Source content from Experts that’s relatable and credible.


UGC

Gus Clark

Traeger started by focusing on a unique site experience that featured their own in-house content and authentic UGC created by Grilling Experts. They also aimed to publish this content on all their marketing channels in order to reach both prospective and existing consumers.

To achieve this, Traeger leveraged Experticity to identify and activate Grilling Experts. They spotlighted the UGC from these Grilling Experts on the Traeger site, inspiring visitors to connect with the brand and to drive a�inity and purchase.

The end result? Traeger created a best-in-class example of cultivating content, building brand advocacy and driving sales conversion on their site.

2017 Solutions Portfolio Update v13 - ExpertVoice...Goal: Grow market share at priority retailers by...

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