Word of Mouth Marketing, Micro Influencer Marketing

1. HI! WE ARE BUZZAAR.
AND WE DO
WOM MARKETING
and influence

2. WOM IS WHEN
REAL PEOPLE
RECOMMEND YOUR BRAND TO FRIENDS.
NOT ADS.

3. HOW IT WORKS
WE CAREFULLY
SELECT EVERYDAY
INFLUENCERS WHO
FIT YOUR BRAND
1
LET THEM TRY
YOUR PRODUCTS
OR SERVICES
THEY PUBLISH
REVIEWS ONLINE
AND CREATE
A REAL BUZZ
2 3
AND WE DO NOT
PAY THEM

4. EVERYDAY
INFLUENCERS -
WHO ARE THEY?
JUST ORDINARY PEOPLE WHO EXACTLY
REPRESENT BRAND’S TA
THEY HAVE ONLY 200 – 800 FRIENDS IN
SOCIAL MEDIA
AND THEIR RECOMMENDATION TO
FRIENDS WORKS WAAAAY BETTER
THAN ANY CLASSIC AD

5. WE HAVE OVER
1 500 000
EVERYDAY INFLUENCERS
ON BUZZAAR IT PLATFORM
AND CAN ALWAYS REACH
MORE TO FIND BRANDS’
EXACT TARGET AUDIENCE

6. Age: 38 y.o.
Does not smoke
Dry skin
Dry hair
Wears contact lenses
Has 1 child, 1,5 y.o.
Gadget owner (iphone,
Nespresso)
Likes beer, coffee and
matcha tea
State of health (-)
Has 1 cat, 3 y.o.
Has 1 dog, 11 y.o.
Brand user (BUD)
Income level (High)
Occupation (CEO)
Hobbies (theater,
football, history)
Amsterdam
Vladimir, 38
Social networks
Followers
Engagement rate
1200
6%
530
8%
220
12%
125
4%
#bud #ajax
WE CONSIDER
EVERY DETAIL
TO FIND BEST MATCHING
EVERYDAY INFLUENCERS
-
-

7. HOW WE SELECT EVERYDAY
INFLUENCERS
All candidates complete
targeting criteria
questionnaire
Basic
survey
We ask them to fill
a product survey specifically
designed for the campaign
Product
survey
Social media profiles of
candidates are checked both by
our IT platform algorithms and by
our moderators manually
Social
engagement rate
Before final approval we contact
each candidate to make sure he
or she matches all the
requirements and is ready to
participate in campaign.
Phone / skype
interview

8. WHERE DO THEY
GET PRODUCTS
FOR TESTING?
WE PACK THEM IN OUR
BUZZ-KIT
AND SEND IT SHORTLY
RIGHT BY THEIR DOOR

9. WHAT DO THEY DO
AFTER TESTING?
RATINGS &
REVIEWS
POSTS IN
SOCIAL MEDIA
SAMPLES
SHARING

10. WOM
To reach specific target audience and
educate consumers
To boost sale and increase
purchase intent
To raise awareness through trustable
recommendations
TO SUPPORT NEW PRODUCT LAUNCH
TO ENHANCE ONGOING MARKETING
CAMPAIGN
HELPS WITH?
WHAT

11. More reviews mean more purchases
50%
40%
30%
20%
10%
0%
Based on statistical modeling of transactional data from numerous product categories
Bazaarvoice_Conversation_Indeх_Volume, 2015
1 REVIEW
10% LIFT
50 REVIEWS
30% LIFT
100 REVIEWS
37% LIFT
150 REVIEWS
41% LIFT
200 REVIEWS
44% LIFT
Reviews per product
0 20 40 60 80 100 120 150 160 180
200
Order
lift

12. CUSTOMERS
AWARENESS VIA ADS
LOYAL
CUSTOMERS
WOM
AWARENESS VIA WOM
REVIEWS
POSTS
IN SOCIAL MEDIA
SAMPLING
up to 4x HIGHER
CONVERSION
ADS WOM
vs
CONVERSION

13. WHY
WOM?
BECAUSE PEOPLE TRUST
RECOMMENDATIONS RATHER THAN ADS
ADS
BTL SAMPLING
FRIEND’s RECOMMENDATION
PARTICIPATING AS EVERYDAY INFLUENCER
100
212
375
512
TV commercial viewing is base (index 100)
Unilever, Mindshare source
PURCHASE INTENT INDICATOR
3,75
HIGHER

14. TV
TV +
WOM
Print
Print +
WOM
Online
Online +
WOM
Social
Media
Social Media
+ WOM
+122% higher
purchase intention*
+259% higher
purchase intention*
+302% higher
purchase intention*
+91% higher
purchase intention*
WOM INCREASES PURCHASE INTENTION
*Ins%tute for Marke%ng and Word-of-Mouth Research (27,563 consumers of FMCG brands)

15. TO ADD MORE BUZZ IN SOME
CAMPAIGNS WE SELECT
PROFESSIONAL
INFLUENCERS BEST
MATCHING YOUR BRAND
NANO (1 000 – 10 000)
MICRO (10 000 – 100 000)
MACRO (100 000 – 990 000)
STARS (1M+ followers)

16. BUZZAAR SERVICES
EVERYDAY INFLUENCERS
SOCIAL MEDIA
BUZZ
NANO AND MICRO
BLOGGERS
RATINGS &
REVIEWS
PROFESSIONAL
INFLUENCERS
SAMPLING

17. PRO
PO
SAL
OUR
FOR YOU

18. EVERYDAY INFLUENCERS
CAMPAIGN
HOW IT WORKS
1
2
3
4
WE SELECT EVERYDAY INFLUENCERS
who exactly match your TA criteria
WE SEND THEM BUZZ-kit
it contains your products
THEY TEST PRODUCTS
and share samples with friends
THEY PUBLISH THEIR REVIEWS
on special websites and social media
5 WE COLLECT ALL STATISTICS
and share a detailed report for you

19. Week 1 - 5
BUZZ-KIT PRODUCTION
BUZZ-KIT DELIVERY
Week 6 - 10
PRODUCT TESTING
TRIALS
REVIEWS
FINAL
REPORT
Week 11
*Optional
CAMPAIGN PIPELINE
EVERYDAY INFLUENCERS SELECTION

20. Landing page
includes:
Period and geography
Project description
Buzz-kit illustration
Registration button
Week 2. Design & production | Mechanics and timing

21. Buzz-kit includes:
Product*
Everyday influencer's Instruction**
Conversation starter**
Buzz kit box / branded pack**
Product sample 20 pcs*
Week 6. Buzz-kit delivery | Mechanics and timing
* Provided by the client
** Draft visualization. Final design will be developed and approved during set up project stage

22. Week 11. Final report | Mechanics and timing
User generated content
Awareness & trial
online
reach*
offline
conversation
trial product
impressions
purchase intent net promoter
score
Number of reviews
Social networks and other websites
* Optional
Ratings & reviews*
On e-commerce website

23. EVERYDAY INFLUENCERS
CAMPAIGN
OVERVIEW & KPI
REVIEWS
100
TOTAL IMPRESSIONS
754 000
TRIALS
15 000
1000
EVERYDAY INFLUENCERS
(e-com, R&R web-sites)
(based on 900 social media posts aprx)

24. EVERYDAY INFLUENCERS
CAMPAIGN
OVERVIEW & KPI
WOM IMPRESSIONS
601 000
SOCIAL MEDIA
POSTS aprx
900
TOTAL IMPRESSIONS
754 000
OFFLINE IMPRESSIONS
63 000
OFFLINE
CONVERSATIONS
12 600
DIGITAL IMPRESSIONS
90 000
CAMPAIGN
ANNOUNCEMENT

25. Campaign elements Q-ty Price per unit, RUB Total, RUB
Reviews 100 2 500 250 000
Total Impressions 754 000 2,92* 2 201 680
Samples 15 000 0** 0
TOTAL: 2 451 680
OVERALL CAMPAIGN BUDGET
Not included: product delivery / print materials / 10% extra target (optional) / VAT
Included: project management, campaign materials preparation, moderation, everyday influencers
recruitment and selection
(4 targets are included: gender, age, geography, and product category users)
R ~ 3,35
*CPCwom = CPCAD * R
**1 SAMPLE price Sampling Campaign starts from 50 RUB
and depends on number of samples per Everyday
Influencer

26. CONSUMERS LTV (Lifetime Value)
TOTAL BUDGET
RETENTION
ROI
(from campaign
participants)
CONSUMERS LTV =
(CONSUMERS# * PURCHASE NET PROFIT * LIFETIME PURCHASE QUANTITY)
CAMPAIGN ROI ESTIMATION
=

27. OUR EXPERIENCE
successfully completed
wom projects
900+
average NPS we receive
from our clients
9.4
years expertise
10+

28. WE ARE
PRESENTED IN
30
COUNTRIES

30. CASE STUDY

31. Everyday
influencers
1 000
Digital
impressions
618 013
Targeted
trials
13 750
Offline brand
conversation
125 000
Online product
reviews
850
*Due to confidential policy all KPIs are shown as planned campaign’s KPIs for similar campaign volume.
NAN®3 OPTIPRO
Case Study
99% of the participants are completely satisfied with the product. Mothers posted the positive reviews
about NAN® 3 OPTIPRO® at the following websites: Otzovik.com, IRecommend.ru, BabyBlog.ru,
Baby.ru, Woman.ru, Imho24.ru, Kakprosto.ru and at the social networks. In their reviews the agents
mentioned the following product advantages: babies like the product, the lack of palm oil, the mixture
dissolves well, the product contains the adapted OPTIPRO® protein for the child’s harmonious growth
and development. NPS grew by 23% to 92%.

32. YVES ROCHER Hydra Vegetal
We carefully selected 500 agents fully matching target audience profile and sent them our buzz-
kits with products for testing and samples to share with friends. By the end of campaign agents
left much more reviews and posts than it was expected creating a real buzz online and
supporting brands’ campaign with honest personal recommendations.
Everyday
influencers
500
Digital
impressions
250 000
Targeted
trials
2 650
Offline brand
conversation
64 125
Online product
reviews
375
Contacts
with reviews
104 436
Case Study
*Due to confidential policy all KPIs are shown as planned campaign’s KPIs for similar campaign volume.

33. Watching football matches with beer is a great occasion to get together with friends. To participate in this
campaign as agents football fans who like beer were selected. They got a buzz-kit with BUD beer and
football attributes. Take BUD - meet the championship! A wave of positive photos with the hashtag of the
#BuryBUD promotion has met the champion overwhelming the social networks, and agents and their
friends now know for sure that BUD beer is the best accompaniment for football matches.
BUD
Case Study
Everyday
influencers
5 100
Digital
impressions
9 267 683
Targeted
trials
30 600
Offline brand
conversation
998 070
Purchase
intent
90%
Contacts
with reviews
366 583
*Due to confidential policy all KPIs are shown as planned campaign’s KPIs for similar campaign volume.

34. Our goals here were to support product launch of Purina ONE in Belorussia market and create
awareness about the product USP among the TA. We were also asked to form consumers insights
that Purina ONE is much better product than any other current brands in terms of palatability and
visible health results. After 21-day program agents have seen visible improvements of cat’s healt and
left numerous reviews mentioning this fact in social media.
Everyday
influencers
500
Digital
impressions
5 413 831
Targeted
trials
2 225
Offline brand
conversation
23 250
Online product
reviews
767
Contacts
with reviews
313 177
*Due to confidential policy all KPIs are shown as planned campaign’s KPIs for similar campaign volume.
PURINA ONE®
Case Study

35. Our team

36. Let’s do some buzz
buzz@buzzaar.eu
client.buzzaar.eu