ipsy.com | 1
How to Win Friends and Influence People on YouTube
Marcelo Camberos
… it all started with a crack
Slide 2COMMERCISM | CONFIDENTIAL
Hands up if you have a company facebook page
More about you
Slide 3COMMERCISM | CONFIDENTIAL
Keep hands up if you have a company YouTube channel
Keep hands up if you uploaded one or more videos in the last month to it
Finally, keep hands up if you’ve worked with a YouTube personality
The YouTube marketing conundrum
Slide 4COMMERCISM | CONFIDENTIAL
Your customers are on YouTube…… but they don’t want to see your branded content
Awareness
Evaluate
PurchaseService
Loyalty
Brands are starting to crack YouTube
Slide 5COMMERCISM | CONFIDENTIAL
Awareness
Evaluate
PurchaseService
Loyalty
6 million views/month25 million subscribers
375,000 YT results for ‘ipsy’ or ‘Glam Bag’
100,000 leads per month to partner brands
25 tutorial videos/month by top stylists
1,700 videos/month by the community
ipsy s YouTube influencers
Slide 6COMMERCISM | CONFIDENTIAL
1. Decide on your marketing objectives
2. Create a list of proposed activations
3. Find the right influencers
4. Make contact
From strategy to action: How to find the right influencers
Slide 7COMMERCISM | CONFIDENTIAL
1. Decide on the type of deal that makes sense
2. Specify what the videos will look like
3. Determine appropriate compensation
Slide 8COMMERCISM | CONFIDENTIAL
From strategy to action: How to close your chosen influencers?
Driven by content and storytelling, not product specs
Authentic fit with influencers
Ensure that the relationship is mutually beneficial
Time and commitment
Slide 9COMMERCISM | CONFIDENTIAL
From strategy to action: Potential pitfalls
Q&A
Slide 10COMMERCISM | CONFIDENTIAL
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