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Social Marketing


SOCIAL MARKETING AGENCY OVERVIEW

We founded QNY with the purpose of bringing together two groups of people who share a love for storytelling; creative design and creative strategy. Introduced in January 2008, QNY was originally founded as Qubic New York by Ezio Burani & Paolo Artoni in New York City.

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Social Marketing. Communications that create essential connections between brands and consumers using both paid and unpaid channels, and encourages consumers to share brand messages to generate word of mouth.

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SOCIAL MARKETING AGENCY OVERVIEW

QNY partners with a platform that helps us connect fashion, food, beauty & lifestyle influencers with our brands. The Directory includes over 10,000 INFLUENCERS, reaching 250 MILLION PEOPLE each month, delivering 12.8 TRILLION IMPRESSIONS, across Twitter, Tumblr, Instagram, Facebook, YouTube, and Pinterest. Through gaining access to the verified data of over 4,200 food, health, fitness, beauty and lifestyle influencers, we are able to put a science behind an immature market currently driven by supply and demand. This science is now trusted by many of the world’s best brands, including Bauli, Hotel Indigo, Paperchef, Ultra, Nestle, and many more.

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SOCIAL MARKETING AGENCY OVERVIEW

Why Us? We are content creators and viral video makers with a passion for all things social. MULTI-PLATFORM We work with a multi-channel strategy using Facebook, Instagram, Twitter, Youtube and Pinterest. That means we can effectively run any campaign optimized for whichever is your current priority while actively working with social media influencers to build trust for brands and increase audiences and impressions. VIRAL CONTENT Our ability to spot and create viral content has performed at a rate of over 100,000 views per hour. Our biggest gains have produced over 5,000 followers a DAY! CONTENT CREATION We art direct, produce, and share social media content on all social channels. We have directed viral videos, influencer campaigns, partnered with tastemakers and stylized on brand photoshoots for countless clients and products. IMPRESSIONS GUARANTEED Our technology helps us predict exactly how many impressions we can guarantee our clients across multiple platforms. OVER DELIVERY Because our team works to understand your brand we can create a specialized campaign that is targeted resulting in cost savings on in the form of increased impressions. For the same budget we on average deliver 50% more impressions than our competitors.

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Advertise through the most diverse network. Supporting multiple industries & disciplines, the diversity of our influencers allow us to work with industries including beauty, fashion, food, travel and more.


Tailored Campaign Strategies CAMPAIGN BRIEFING Our campaign brief pages cut down on the confusion of briefing multiple influencers and greatly increases the speed we can execute campaigns. Each page is custom and includes: custom deliverables, key messaging, mood board, pricing, timeline and product selection. Example: www.qnycreative.com/campaign/definitelyrose KEY MESSAGING Every campaign has a number of key messages influencers should be touching on, we compile those and communicate them clearly upfront on the campaign page. FEEDBACK LOOP We use the data from each campaign to make your next one more effective and will do a debrief with learnings and next steps after the campaign is completed.


SOCIAL MARKETING WORK FLOW

1 MAP THE STRATEGY

Define the business objectives and the specific set of social activities designed to meet those objectives.

2 ROLES

Social Media Strategist

3 OPERATIONS

1. Content calendar creation: Twoweek/one-month-ahead planning of all content for all channels 2. Daily content activations 3. Weekly content calendar: Revisions based on real time news and updates

Content Manager, Designer and Content Creator

4. Creative Development for all posts on Content Calendar 5. Monthly contest/giveaway planning 6.Daily comments and responses to fans 7. Brand style guide for look 8. Detailed guidelines for brand feel


SOCIAL MARKETING WORK FLOW

4 MEASURE

1.Campaign effectiveness 2.Audience participation 3. Reach 4. Response time 5. Voice of the customer 6. Evaluate ROI

5 SOCIAL MEDIA ADVERTISING

1.Based on measurement data plan strategic AD initiatives 2.Content and post boosting 3.Content sponsorships 4.Evaluate ROI vs

6 COMPLETION OF STRATEGY

1.Finalize all deployment procedures 2.Converse with client to see if all objectives were completed

engagement


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20

INFLUENCERS

100

PIECES OF CONTENT

+

26M AUDIENCE

1.06K ENGAGEMENTS


SOCIAL MARKETING CASE STUDY

Drive awareness around the launch of Hotel Indigo Lower East Side during New York Fashion Week #NYFW making it the to go-to place for fashion insiders while in NYC.

THE COMPANY Ideally located in the heart of New York City’s Lower East Side, sits the brand new Hotel Indigo® Lower East Side an urban oasis that features breathtaking views. From the moment you walk in, you will capture the exciting detail expressed through contemporary artwork inspired by the neighborhood’s roots and eccentric furnishings that express the local flavor and give a voice to the art, street style, galleries, tastes, flavors, libations, sounds, fashions and people of the L.E.S.

INDUSTRY FASHION HOSPITALITY

LOCATION NEW YORK, NEW YORK

Opening a hotel and standing out during #NYFW is a tall order. With the help of 20 top tier fashion and lifestyle influencers, including Negin Mirsalehi, Jen Selter, Mr. Porter, High Fashion Men and Beautiful Destinations, QNY helped Hotel Indigo L.E.S. launch an aggressive influencer staycation campaign during Fashion Week and beyond to drive awareness of the hotel while drawing many a model and fashion friend. Hotel Indigo L.E.S. rolled out the red carpet for their selected influencers. This willingness of the brand to put together an amazing experience for these influencers resulted in millions of engagements.

THE RESULTS Hotel Indigo L.E.S.’s #NYFW debut was a smashing success. By working with over 20 fashion insiders and tastemakers who produced 100 pieces of original content across Instagram, Facebook, Twitter, and blogs, and generated write-ups in countless fashion publications like WWD, Details, Refinery29, Dujour and Vogue, QNY helped reach an audience of over 26 million people and drive over 1 million engagements. As a result the hotel has seen a dramatic uptick in room bookings and a lot of Louis Vuitton luggage checking into the Sky lobby.

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INFLUENCERS

100

PIECES OF CONTENT

26M AUDIENCE

1.06K ENGAGEMENTS


We stayed at the hotel Indigo, on the Lower East Side, and it was wonderful. We had these breathtaking views of the Manhattan skyline from our window, it made it easier to shoot some looks because we didn’t have to go far out into the winter weather to capture the perfect shot. - Negin Mirselehi


SOCIAL MARKETING HOTEL INDIGO L.E.S.


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6

INFLUENCERS

22

PIECES OF CONTENT

1.1M AUDIENCE

37K

ENGAGEMENTS


SOCIAL MARKETING CASE STUDY

Create brand awareness around the Bronzallure brand in the USA through an influencer strategy promoting Bronzallure’s distinctive rose gold jewelry with the #DefinitelyRose campaign.

THE COMPANY Bronzallure was founded in Milan, inspired by the colors of the unforgettable Italian sunset over the city. Years of research led to a unique patented 18K Golden Rosé plating. Today, Bronzallure is available in 43 countries worldwide, and growing. Their collections are ever-expanding, inspired by new trends and beautiful gemstones, carefully sourced by the in-house Gemology team. Bronzallure aims to create jewelry that can complement the style of any woman, anywhere they are.

INDUSTRY FASHION JEWELRY

LOCATION MILAN, ITALY

Bronzallure has been successful in over 43 countries worldwide, but to succeed in creating brand awareness in the American market, they needed a campaign tailored to their target customer. QNY carefully selected 6 fashion influencers that matched the Bronzallure style and vision, including Caitlin Lindquist, Sarah Loven, and Soo Kang. With the hashtag #DefinitelyRose, our influencers posted about their beautiful Bronzallure jewelry on their Instagram accounts and personal blogs. To drive customer trial, we gave each influencer a unique code that gave their followers 20% off their first purchase.

THE RESULTS This campaign resulted in 22 pieces of content, reaching an audience of over 1 million people, and led to 37,758 engagements on Instagram. The influencers loved the product, and wrote beautiful descriptions of their product on their personal blogs, driving even more potential customers to Bronzallure’s USA website. Through key influencer selection, focusing not only on matching Bronzallure’s style but also their capability to create gorgeous Instagram posts, this campaign created a whole new fanbase for Bronzallure and is a great start for a company’s first steps into the American Market.

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PROPRIETARY & CONFIDENTIAL. PLEASE DO NOT DISTRIBUTE

INFLUENCERS

22

PIECES OF CONTENT

1.1M AUDIENCE

37K

ENGAGEMENTS


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75

INFLUENCERS

150

PIECES OF CONTENT

4M

AUDIENCE

100K

ENGAGEMENTS


SOCIAL MARKETING CASE STUDY

Schär partnered with QNY to launch a large-scale awareness campaign for their new Honeygram cookies by partnering with gluten-free and wellness influencers.

THE COMPANY Schär is Europe’s #1 gluten-free food brand. Their mission is to improve the lives of gluten-free consumers through delicious, high-quality foods. From pancakes to pizza, Schär is redefining gluten-free.

INDUSTRY SPECIALTY FOODS GLUTEN-FREE PRODUCTS

LOCATION NORTH EAST AND PLAINS REGION, USA

We wanted to rapidly expand awareness and launch a campaign proving that gluten-free snacking is delicious and fun! QNY helped Schär partner with top glutenfree advocates and tastemakers on Instagram, like Bethany Ugarte (@Lilsipper), Marlena Kurr (@zestmylemon), Nicole Cogan (@nobread), Rachel Mansfield (@rachlmansfield) and Jackie Aanonsen (@glutenfree.followme). Each influencer created an interpretation of a S’more using Schär’s Honeygrams. By working with influencers in the gluten-free and celiac community, we could directly impact their target consumer, each S’more reflecting the influencer’s unique creativity inspired by Schär. We named the campaign #SmoreSchar because you can never have just one S’more — Some more, or S’more…Schär and got to work.

THE RESULTS The #SmoreSchar campaign was a tremendous success. Schar worked with 75 glutenfree advocates and tastemakers from the U.S. who produced 150 pieces of original content across Instagram, Facebook, Twitter, Google+, and blogs, reaching an audience of nearly 4 million people and drove over 100,000 engagements and 4,000 site visits to www.smoreschar.com. And we did all of this while increasing their Instagram following by 64% in just one month!

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INFLUENCERS

100

PIECES OF CONTENT

26M AUDIENCE

1.06K ENGAGEMENTS


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16

INFLUENCERS

26

PIECES OF CONTENT

1.8M AUDIENCE

2.2M

ENGAGEMENTS


SOCIAL MARKETING CASE STUDY THE COMPANY

Zint was founded by a young health-minded couple who owned an independent pharmacy in Upstate New York. Promoting proactively healthy lifestyles, Rachel made the store famous for its rich selection of refrigerated cold-pressed organic juices and natural healthpromoting supplements. But after listening to countless customers complain of common ailments related to illness, stress and aging, they had another epiphany: they could make an even bigger impact by developing superfoods of the highest quality to help people live their lives to the fullest.

INDUSTRY HEALTH / NUTRITION

LOCATION NEW YORK, NEW YORK

Introducing #Zinting to a new healthy lifestyle consumer through strategic viral content and influencer partnerships Zint Nutrition wanted to shift its focus to a new consumer: millenials. To increase and strengthen brand awareness among millennials, Zint needed a new look and campaign tailored to this consumer. To promote Zint’s rebranded product, as well as their new website, QNY carefully researched 75 influencers in the health, wellness, and fitness lifestyle spaces. We selected 16 Influencers who posted Zint products to their Instagram pages, tagging @Zintnutrition and using the hashtag “#Zinting”. To drive traffic and increase awareness, we gave each influencer a unique code to share with their followers for 20% off their purchase. We also managed their channel and posted selected viral video content, with one video featuring Eric Reid (@e_reid35) that drove over 2 million views in 24 hours and led to 3,000 new followers.

THE RESULTS This campaign resulted in 25 pieces of content, reaching an audience of over 1.8 million people, and led to 2.2 million engagements on Instagram. The influencers loved the product and developed unique Zint recipes, driving even more potential customers to Zint’s website and showing their followers how to use the product. Through key influencer selection, focusing not only on matching Zint’s healthy lifestyle, but also their capability to create gorgeous Instagram posts, this campaign created a whole new fanbase for Zint.

16

PROPRIETARY & CONFIDENTIAL. PLEASE DO NOT DISTRIBUTE

INFLUENCERS

26

PIECES OF CONTENT

1.8M AUDIENCE

2.2M

ENGAGEMENTS


SOCIAL MARKETING ZINT NUTRITION


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SOCIAL MARKETING BAULI USA

ABOUT Bauli began as a small bakery shop in Verona, Italy, in 1922.

APPROACH Our mission is to create awareness of this heritage brand

Today, the Bauli family takes pride in creating authentic Italian

among a US audience. Creating an awareness campaign used

products based on traditional methods of making Panettone

to increase brand awareness and product education.

and Pandoro. Today, Bauli has sales in more than 70 countries

Managing audience acquisition planning, advertising, and

on five continents, five production facilities, 31 manufacturing

engagement strategies, we used creative visual elements

lines, and 27 distribution centers and is a beloved brand for

coupled with a friendly, approachable tone of voice, asking the

both holidays and year-round pastry lovers.

audience to ask questions to establish a natural two way dialog with the brand. We launched specialized and targeted social contests backed by brand ambassadors that we helped acquire for the Bauli brand. Celebrity chef Fabio Viviani a brand ambassador of Bauli USA; being Italian American, he is the perfect voice to educate consumers about the specialized products and to establish a brand essence that will resonate with the American consumer.


SOCIAL MARKETING BAULI USA


• ESTABLISHING A BRAND TONE OF VOICE & COMMUNICATION STYLE • CONTENT CALENDARS SIX-MONTH PLANNING • ESTABLISHING A SIGNIFICANT ONLINE COMMUNITY • BRAND AMBASSADOR ACQUISITION • CONTENT CREATION • SOCIAL MEDIA ADVERTING & ROI PLANNING • DEVELOPING AND PRODUCING VIRAL VIDEO CONTENT FOR SOCIAL MEDIA CHANNELS


SOCIAL MARKETING BAULI USA


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SOCIAL MARKETING REFINERY HOTEL

ABOUT As fashion and couture pushes boundaries, inspires

APPROACH Being a new hotel, it’s extremely important for Refinery to

experimentation, and motivates creativity, so does the design

gain a highly loyal fan base that feels intrinsic to the brand and

of the Garment District’s newest “fashion house”, Refinery

becomes brand ambassadors. To achieve our target of creating

Hotel. Tailored luxury, styled by history, cultivated, like the city it calls home…that’s the blueprint for Refinery - a New York hotel that debuted into Manhattan’s ever-evolving and

a loyal social community, we created a two-pronged strategy; awareness and emotional building.

glamorous hotel scene in the Garment District. It’s an apt

Focusing on education and storytelling, we made the

name, for Refinery has nimbly refined the boutique hotel

consumers aware of the history of the hotel through visual

concept: instead of edgy quirkiness of dubious charm, guests

storytelling, staff profiles, constantly keeping ahead

find a welcome brand of thoughtful, eclectic, intelligent design that layers cues from the past with tremendous contemporary flair.

of interesting facts (secrets), and engaging in interactions and conversations. We promoted sharing and collected user data that we then used to create “experience stories” of guests, staff, and icons. Also, we build a relationship with guests before they arrive through our social networks. By highlighting

REFINERY HOTEL PLACED #2 FOR HOT NEW

the Refinery Times blog, #refinerytimes, we were able to engage

HOTELS IN THE US AND #7 IN THE WORLD

fans and direct traffic to the blog and to the hotel’s website driving conversions and conversations.


SOCIAL MARKETING REFINERY HOTEL


SOCIAL MARKETING REFINERY HOTEL


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SOCIAL MARKETING ROW NYC


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SOCIAL MARKETING BENNY BENASSI

ABOUT Milan-born Italian DJ/producer stalwart Benny Benassi is widely regarded as one of the most charming, down-to-earth, and internationally respected artists in the music industry. With more than a decade in his illustrious career already, the chart-topping megastar has wholly managed to capture the hearts of multiple generations of EDM fans across the world with his flawless trademark tech/electro/house-infused sounds and charismatic performance flair. Benny was propelled into his star-spangled career by his international hit single “Satisfaction”, which was unleashed on the world back on 2002. Since then, he has headlined performances at countless festivals around the globe (Ultra Music Festival, Coachella, Electric Daisy Carnival, Movement, UV Nation, and Labour of Love, to name just a few); had a string of high-profile remixes and collaborations with the likes of Madonna, Kelis, and David Bowie, the most notable being “Beautiful People” with Chris Brown; and hosts a brand-new radio show on Sirius XM’s Electric Area. Most noteworthy of all was the Grammy award he picked up for his exceptional rework of Public Enemy and the Grammy Skrillex was awarded for his remix of Benny’s masterpiece “Cinema” feat Gary Go. If we’ve come to learn one thing about Benny Benassi, it’s to expect the unexpected.

APPROACH Benny is an example of success through hard work and a bit of help from social media. Today, Benny has a fan count of more than one million, but five years ago, Benny had five fake profiles and no official social media representation. Working with Facebook and Twitter, we helped authenticate the real social media accounts, close imposters, and streamline his social media persona, focusing on having his authentic voice come through the social pages. We worked independently on social media calendars that focus on music launches, TBT, upcoming releases, and hectic tour dates, and only reveal exclusive information via his Twitter page, such as surprise performances and meet and greet opportunities, helping to drive engagement in droves. Fans and engagement have been growing steadily by 20-35 percent since 2009. We also connected him with Maserati for a successful ongoing partnership to further authenticate his brand and his position as an influencer in the DJ community.


SOCIAL MARKETING BENNY BENASSI


Thank you.

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Qny Creative social marketing January 2017  

Communications that create essential connections between brands and consumers using both paid and unpaid channels, and encourages consumers...

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