ipsy.com | 1

How to Win Friends and Influence People on YouTube

Marcelo Camberos

… it all started with a crack

Slide 2COMMERCISM | CONFIDENTIAL

Hands up if you have a company facebook page

More about you

Slide 3COMMERCISM | CONFIDENTIAL

Keep hands up if you have a company YouTube channel

Keep hands up if you uploaded one or more videos in the last month to it

Finally, keep hands up if you’ve worked with a YouTube personality

The YouTube marketing conundrum

Slide 4COMMERCISM | CONFIDENTIAL

Your customers are on YouTube…… but they don’t want to see your branded content

Awareness

Evaluate

PurchaseService

Loyalty

Brands are starting to crack YouTube

Slide 5COMMERCISM | CONFIDENTIAL

Awareness

Evaluate

PurchaseService

Loyalty

6 million views/month25 million subscribers

375,000 YT results for ‘ipsy’ or ‘Glam Bag’

100,000 leads per month to partner brands

25 tutorial videos/month by top stylists

1,700 videos/month by the community

ipsy s YouTube influencers

Slide 6COMMERCISM | CONFIDENTIAL

1. Decide on your marketing objectives

2. Create a list of proposed activations

3. Find the right influencers

4. Make contact

From strategy to action: How to find the right influencers

Slide 7COMMERCISM | CONFIDENTIAL

1. Decide on the type of deal that makes sense

2. Specify what the videos will look like

3. Determine appropriate compensation

Slide 8COMMERCISM | CONFIDENTIAL

From strategy to action: How to close your chosen influencers?

Driven by content and storytelling, not product specs

Authentic fit with influencers

Ensure that the relationship is mutually beneficial

Time and commitment

Slide 9COMMERCISM | CONFIDENTIAL

From strategy to action: Potential pitfalls

Q&A

Slide 10COMMERCISM | CONFIDENTIAL