Tuesday, January 23, 2018

Thoughts on Influencer Marketing

I have been thinking about Influencer Marketing. Having worked in the PR biz for 8 years, I understand and have seen the power of leveraging on an influencer's credibility to tell a brand's story and at the same time, I have seen how it has less than spectacular results.

Most of the time, the kind of influencer partnerships that work are those with a natural fit.

What exactly do I mean by natural fit? Let's put it this way...

It's like a new relationship that's going strong – there should be similar interests, common traits, a shared passion for certain things and of course, love. It would be great if the influencer you're thinking of working with already loves your brand.

But for new brands, don't worry, love can grow. :)

An example?


Hey moms, can I hear a heeelll yaaaas?

Friday, January 19, 2018

Authenticity... In Advertising?

Authenticity.

It is a word that has been thrown a lot lately because, in this day and age of carefully curated profiles, it's rare for any brand (or people) to showcase full honesty.

This is why a lot of companies who position themselves as ambassadors of radical transparency and ethical business often succeed - because if you are a company that cares, your customer will respect you, even if it means paying a little more.

That's why I love working with passionate startups and up and coming brands. Most of the time, I speak with business owners who have dedicated years in creating a product that they are truly proud of. On the other hand you have big conglomerates that usually produce products that can help expand their sales revenue - not that there's anything wrong with their products, but, the passion behind the R&D is of different levels. Usually, the caring proposition of big name brands are after-thoughts of creative folks who are paid to put a heart in their brand (yup, been there, done that!)

Wednesday, January 17, 2018

How We Achieved a ROAS of 13 and up on Facebook

Return of Advertising Spend (ROAS) is a very important metric of success when it comes to any form of advertising. It is calculated by dividing the total revenue generated by your ads with the amount you spent on advertising.

Simply put, the campaign that I developed for an e-commerce brand generated a ROAS of 13, meaning for every $1 they spend on advertising, the return they receive is $13. So, if they spend $10, the return is $130 and so on.

I'm particularly proud of this work because my client told me that before they worked with me, they did their own Facebook advertising and were losing money on it.

So, what's the magical formula to generate this amazing ROAS?

Photo or it did not happen. It absolutely happened and our Facebook campaigns are still KILLING it.

Friday, January 12, 2018

Digital Advertising and the Power of Attribution

I have been in the advertising industry for 12 years. I started my career at one of the world's most reputable agencies, Ogilvy, in the PR department. There was no better way get acquainted with the industry than to start with a giant of a company where I learned pretty quickly (had to!) I was immediately tasked with some of the biggest brands: Nike and Unilever/Dove.

These big brands that I worked on had deep pockets and back in the pre-Google era, it was difficult to track campaign success in terms of sales and revenue. When we launch a campaign, we had to make sure our media plans had rest periods so we can properly assess the results of the initiative we ran over the duration of the campaign. This means working with the media team in identifying advertising spend, the client team in reporting the actual sales generated over the period of the campaign and so on an so forth.

While you can't argue sales performance (statistics are pretty tough to argue!) a lot of its performance are still based on assumptions and it's generally hard to pinpoint what exactly contributed to the success of a particular campaign, especially if you are running an integrated campaign with advertising, PR and direct marketing components.

In PR, particularly, since we measure success by calculating impressions (multiplying column and inches of a broadsheet with circulation and reach), it's tough to say how much sales came out from a newspaper that wrote about our campaign. Now, one can argue that PR is really more of a brand-building medium and yes, I do agree, but what I don't agree with is the notion that PR does not generate sales. Public Relations is the purest form of marketing – the endorsement of credible journalists and media personalities. And even if PR does not have the power of repetition like advertising, I am a thousand percent sure that it contributes to sales.

It frustrated me for years how we were not able to attribute sales margin lift to PR.

Tuesday, January 9, 2018

No, Your Ad Creative Is Not The Most Important Asset

I know that my blog focuses mostly on parenting and other personal stories, but, now that I'm a work-from-home mom, I'd like to also share my other passion: digital advertising.

I have been running Facebook campaigns for 3 years now for all sorts of companies–retail, real estate, hospitality, fashion, food–and for all budget sizes, from $30 to $1,000 per day. Throughout my career, I've made mistakes, discoveries and success along the way that can help brands generate big revenues in the e-commerce space.

1. Your ad creative is not as important as you think it is

I am not saying that you should neglect this. A catchy creative still plays a role in the overall marketing strategy, however, an award-winning, advertising creative is pretty useless if it's not served to the right audience.

Having said that....
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