Shopper Marketing - March 2016 - 74


FEATURE: SOCIAL MEDIA

AMERICAN GREETINGS
American Greetings uses Pinterest, YouTube, Google+, Tumblr, Instagram, Twitter and its own
blogs, but it mostly connects with its consumers through Facebook, according to Dawn Wayt,
director of marketing. She says the brand has built a center of excellence in social - a dedicated
team of experienced social media managers and content marketers that report to her and are
"responsible for testing, learning, collaborating, content planning and publishing, engaging with
and responding to fans, and reporting across our brand portfolio with nearly 30 social channels."
While American Greetings certainly uses social to share coupons with a link to a store locator,
as well as build brands and gain insights, Wayt says she would like to see "more positivity and
purpose expressed in social, with more individuals and brands using social for good." She cites
the example of the REI #optoutside campaign where they closed stores on Black Friday and
encouraged employees and shoppers to get outside and enjoy nature.
American Greetings had a huge viral hit with more than 25 million views on YouTube with
a clever socially driven campaign called "World's Toughest Job." A prank video showed unknowing participants interviewing for a job that as the interview went on seemed impossible, only to learn it was the job of being mom. It called out Mother's Day.
F

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According to those interviewed here, tapping
into social influencers, such as Instagram bloggers, YouTube content creators, Pinterest influencers and so on who already have a dedicated audience, seems to be one of the most
effective ways to use and monetize social.
Ali Mirian, SVP of products at Collective Bias,
a firm that helps connect brands with influencers says, "Our belief is content is inherently social
and influencer-generated content even moreso.
Ads are not shareable. We allow marketers to
capitalize on that and give influencers a chance
to make more content and earn income."
He says 2015 was an "inflection point," where
brands they met with showed increased sophistication and knowledge around social as
well as earmarked budgets. "We're entering
the second-inning of influencer marketing."
74

y SHOPPER MARKETING MARCH 2016

The challenge for brands with social is generating content. "You ask any blogger who has things
to say and they'll always tell you no matter how
much you have to say, it's really hard to create
an audience that's engaged and wants to come
back and hear what you have to say over and over
again," Mirian says. "That's really hard for a brand
because they're focused on what they do best."
Mirian says an advertorial broadcasts to an
audience, whereas an influencer has an intimate
relationship with an audience, and a brand can
enlist 10 to 200 of these influencers across platforms and reach hundreds of thousands, if not
millions of people without much effort from
the brand or production cost. What's yet to be
seen is any large impact in terms of connecting
influencers with buy buttons or direct ways to
buy online. Mirian says getting in calls to action
SM
will continue to be tested.



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
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