Digiday Media Buying Summit Fall 2019 | Eos & Mekanism

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Digiday

Presented by Swati Bothra and Carrie Dino

Marketing

ABOUT EOS
THE SITUATION
THE CHALLENGE
WHY TIKTOK
THE STRATEGY
RESULTS
FORMULA FOR SUCCESS
TODAY

THE STRATEGY
CREATE A
LAUNCH
MOMENT
DRIVE
PARTICIPATION
INVEST IN
DRIVING
ENGAGEMENT
AMPLIFY
CONTENT
MEASURE
SUCCESS

THE STRATEGY
Invested in Top
View Takeover
CREATE A
LAUNCH
MOMENT

THE STRATEGY
Invested in Top
View Takeover
Hashtag
Challenge
Influencers
CREATE A
LAUNCH
MOMENT
DRIVE
PARTICIPATION

THE STRATEGY
Invested in Top
View Takeover
Hashtag
Challenge
Influencers
Premium Music
+
Influencers
+
Organic Challenge
CREATE A
LAUNCH
MOMENT
DRIVE
PARTICIPATION
INVEST IN
DRIVING
ENGAGEMENT

THE STRATEGY
Invested in Top
View Takeover
Hashtag
Challenge
Influencers
Premium Music
+
Influencers
+
Organic Challenge
In-Stream
Distribution of
Influencer Content
CREATE A
LAUNCH
MOMENT
DRIVE
PARTICIPATION
INVEST IN
DRIVING
ENGAGEMENT
AMPLIFY
CONTENT

INFLUENCERS
Chris Kerr & Sharla May
@ourfire
Miranda and Melanie Wilking
@wilkingsisters
Drew Dirksen
@drewdirksen
Andrea Okeke
@dreaknowsbest

FORMULA FOR SUCCESS
1. Develop content that is native to the way consumers are using the platform

FORMULA FOR SUCCESS
1. Develop content that is native to the way consumers are using the platform
1. Spark conversation by creating a launch moment

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Digiday Media Buying Summit Fall 2019 | Eos & Mekanism

2. Swati Bothra Director, Digital Marketing Carrie Dino Media Director

3. ABOUT EOS THE SITUATION THE CHALLENGE WHY TIKTOK THE STRATEGY RESULTS FORMULA FOR SUCCESS TODAY

7. MAKE IT AWESOME

10. THE STRATEGY CREATE A LAUNCH MOMENT DRIVE PARTICIPATION INVEST IN DRIVING ENGAGEMENT AMPLIFY CONTENT MEASURE SUCCESS

11. THE STRATEGY Invested in Top View Takeover CREATE A LAUNCH MOMENT

12. THE STRATEGY Invested in Top View Takeover Hashtag Challenge Influencers CREATE A LAUNCH MOMENT DRIVE PARTICIPATION

13. THE STRATEGY Invested in Top View Takeover Hashtag Challenge Influencers Premium Music + Influencers + Organic Challenge CREATE A LAUNCH MOMENT DRIVE PARTICIPATION INVEST IN DRIVING ENGAGEMENT

14. THE STRATEGY Invested in Top View Takeover Hashtag Challenge Influencers Premium Music + Influencers + Organic Challenge In-Stream Distribution of Influencer Content CREATE A LAUNCH MOMENT DRIVE PARTICIPATION INVEST IN DRIVING ENGAGEMENT AMPLIFY CONTENT

15. THE STRATEGY Invested in Top View Takeover Hashtag Challenge Influencers Premium Music + Influencers + Organic Challenge In-Stream Distribution of Influencer Content Brand Study CREATE A LAUNCH MOMENT DRIVE PARTICIPATION INVEST IN DRIVING ENGAGEMENT AMPLIFY CONTENT MEASURE SUCCESS

16. CREATE A LAUNCH MOMENT

17.

18. DRIVE PARTICIPATION

19.

20. INFLUENCERS Chris Kerr & Sharla May @ourfire Miranda and Melanie Wilking @wilkingsisters Drew Dirksen @drewdirksen Andrea Okeke @dreaknowsbest

21. INVEST IN DRIVING ENGAGEMENT

22. PREMIUM MUSIC

23.

24.

25. AMPLIFY CONTENT

26. IN-STREAM AMPLIFICATION Brand Asset Influencer Videos

27. MEASURE SUCCESS

28.

29. FORMULA FOR SUCCESS 1. Develop content that is native to the way consumers are using the platform

30. FORMULA FOR SUCCESS 1. Develop content that is native to the way consumers are using the platform 1. Spark conversation by creating a launch moment

31. FORMULA FOR SUCCESS 1. Develop content that is native to the way consumers are using the platform 1. Spark conversation by creating a launch moment 1. Encourage participation by seeding influencer content and providing tools for fun video creation

32. FORMULA FOR SUCCESS 1. Develop content that is native to the way consumers are using the platform 1. Spark conversation by creating a launch moment 1. Encourage participation by seeding influencer content and providing tools for fun video creation 1. Put paid support behind your challenge beyond the initial 6 days

33. FORMULA FOR SUCCESS 1. Develop content that is native to the way consumers are using the platform 1. Spark conversation by creating a launch moment 1. Encourage participation by seeding influencer content and providing tools for fun video creation 1. Put paid support behind your challenge beyond the initial 6 days 1. Measure success with a brand study to measure against your actual business goals

34. THANK YOU

35. QUESTIONS?

Editor's Notes

How did we land on this idea? What was the hashtag challenge about? How did it lean into TikTok and into our Strategy?
Looked for influencers who embodied the brand Didn’t just look at follower counts and fans

Digiday Media Buying Summit Fall 2019 | Eos & Mekanism

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Editor's Notes