Cost Effective Vine Campaigns To Reach Millions
Transcript of Cost Effective Vine Campaigns To Reach Millions
Optimization Summit 2013
Session Title
DANNY GAVINVice President, Director of MarketingBrian Gavin DiamondsHow a Custom Jewelers' Creative Vine Campaign Reached 6 Million Loops
Danny GavinVice President, Director of MarketingBrian Gavin Diamonds@dannygavin
SAMPLE MODERATOR QUESTION: Tell us about your role in the company and how you and your company are trying to serve your customer.
About Brian Gavin Diamonds customers
Jewelry Suppliers
Big box retailers
Department Stores
Ecommerce Stores
Chain Jewelry Stores
Local Jewelry Stores
SAMPLE MODERATOR QUESTION: What was your transformational moment?
Jewelry Suppliers
Big box retailers
Department Stores
Ecommerce Stores
Chain Jewelry Stores
Local Jewelry Stores
How can we compete with our established online and local competitors?
SAMPLE MODERATOR QUESTION: What was your transformational moment?
2010What would be next?Innovation Timeline
2011201220132014
We needed a cost-effective method that could help us stand out amongst the competition.
SAMPLE MODERATOR QUESTION: What was your transformational moment?
We needed a cost-effective method that could help us stand out amongst the competition.
SAMPLE MODERATOR QUESTION: What was your transformational moment?
Social networkShort-form video sharing
SAMPLE MODERATOR QUESTION: What was your transformational moment?
When entering new territory, reach out and work with experts in the field
1
Dont oversell
Vine strategies
1
2
Dont oversell
Be true to the platform
Vine strategies
1
2
3
Dont oversell
Be true to the platform
Be timely and relevant
Vine strategies
1
2
3
Dont oversell
Be true to the platform
Be timely and relevant
Distill
4
Vine strategies
Ideally images have no borders or background
#
#
#
#
#
#
#
#
With nearly 450k loops in a week, this ad gets straight to the point. It uses stop motion and special effects to not only amaze the viewer, but tug at those emotions of happiness and nostalgia that an engagement ring can bring. Andy Smith, reelseo.com
Results Vine What You Need to Understand: Compared to your average 30 second commercial, an individual watches one Vine 4 5 times.!8.8 million vine loops
Approx. 2.18 million views
#
SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results for this session, were only focused on one aspect of that campaign lets talk about that
Results Email with Vine-related contentWhat You Need to Understand: Vine content can be and should be repurposed across all of your marketing channels.
23% increase in Open Rate1,241% increase in CTR
!
SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results for this session, were only focused on one aspect of that campaign lets talk about that
What You Need to Understand: There are no direct links in the Vine platform!Results Website
13% YOY increase in total traffic*20% increase in direct traffic***Q1 2015 vs. Q1 2014, **H2 2014 vs. H1 2015
SAMPLE MODERATOR QUESTION: You did a big campaign and you got amazing results for this session, were only focused on one aspect of that campaign lets talk about that
Results Brand Positioning
Results Recognized in best of 2014 campaigns
#1#2
http://www.jckonline.com/blogs/cutting-remarks/2014/12/24/my-10-favorite-jewelry-promotions-2014
Dont be afraid to embrace new platforms, even if the road is unpaved before you.
Thank YouDanny Gavin@dannygavin