An example with results
In the example below (example from Fingerspitz) you can see how VIA VAI sold much more by simply adjusting the images. Did you expect these mood images to do better than product images?
Example with 2 images.
Now you would think that mood images work better for shoes than product images, but that is not always the case. Just look at the example below:
Example with 2 images.
In this case, the product image resulted in many more purchases. Of course, this could also be due to the product itself, because two different shoes are being compared here. Who knows, the sneakers with mood images might have done even better... I feel a new test coming on.
How Persil uses influencers to attract a new target group
One of the keynotes of the SocialToday Event was Persil. Agnita Verwoerd (Persil) and Richard Hol (Wavemakers) buy phone number list showed how a new target group could be attracted with an influencer campaign. Using the step-by-step plan, I will take you along in this campaign.
Step 1. Analyze
Detergent brand Persil mainly used television as an advertising channel. The brand wanted to change that. Not only because there are opportunities to be one of the first detergent brands to be active on social media, but precisely because Persil was no longer attracting new customers.
Persil wants to attract new customers. The target group was mapped out for this: mothers of young families, because they buy detergent more often than fathers (research showed). Persil distinguishes itself from other detergent brands because it is really known for removing stains from clothing. 60% of the target group (mothers who have to deal with removing stains from children's clothing) is active on Instagram. So the hypothesis: Persil expects to appeal to new customers (mothers of young families) via Instagram.
Step 3. Determine your most important KPI and develop your campaign
Because I am releasing the step-by-step plan on the Persil session, I do not have a KPI in a figure that was previously linked to this campaign. I can tell you more about the setup of the campaign.
The term 'Tag the stain' was coined for the campaign. Persil saw many parents sharing photos of their offspring covered in stains (on their clothes). Persil is known for that... and one plus one is two. The campaign was as follows: influencers are used to get started with creating content themselves. In addition, they can give away a year's supply of detergent to a follower who also shares a photo and tags both the influencer and @tagdevlek.