In this webinar, our Growth Media experts partnered with influencer marketing tool AspireIQ to discuss how you can get the best use out of your marketing spend during the holiday season, and see great results during a critical time of year.

1. Overcome
Holiday
Challenges
How to Make the Best Use of Your
Next Best Dollar

2. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
950+

3. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

4. Our Speakers
JOSH BRISCO
VP, Growth Media
BRYAN BRENNAN
Director of Sales
Development

5. Agenda
5
● Set Media Mix Based on Goals
● Prioritize 1P Data Collection & Usability
● Generate Demand > Capture Demand
● Strategies for Seasonal Success

6. 6
Align Media Mix

7. 7
ROI, ROAS, CPA are
primary KPIs
New customer
acquisition, top line
revenue, YoY growth,
primary KPIs
Efficiency Focused Growth Focused
Goal Setting

8. 8
A Tale of Two Media Mixes
Growth Driven
Return Driven

9. 9
First Party Data, First

10. Prioritization Focus: Flip the Funnel
10
Brand Awareness
Consideration
Conversion
Loyalty Start with
Customer-First
Data
Infrastructure
Build upon
Customer-
First Data
Strategy

11. Basic Framework for Customer First Data
Acquisition Hygiene Activation
Analysis
11
Gathering
Capture Email & Phone #s,
Reviews, UGC, etc
Make Data Usable
Bridge data silos
Prepare Data for Use
ESPs and/or CRM/CDPs
Harness Your Data
Email, Customer Match,
LTV
Needs to be implemented
as early as possible. Ensure
infrastructure functions
Create connectivity across
disparate data sets and
platforms
Segment and Analyze data
for activation. User
behavior segments & LTV
cohorts
Use data in advertising,
lifecycle marketing and to
inform return KPIs

12. 12
Generate Demand >
Capture Demand

13. Source: :Google/BCG P2P, 2021, Google/Ipsos, “Holiday Shopping Study” October 2020-January 2021
Mindshare = market share: Cut through the
noise to influence and acquire holiday
shoppers with digital
72%
of apparel and footwear consumers
bought from a retailer in their initial
consideration set 1
43%
of Holiday shoppers used YouTube to
research and shop
+10% from 2019 2
1. Keep your brand top of mind by capitalizing on
demand generation ad units & tactics
2. Capture undecided shoppers early, when they
research by targeting broad, non-branded
keywords on search as well as Dynamic Search
Ads
3. Convert consideration into action capture
created demand through search, shopping,
collections ads ad product feed-enabled ad
units

14. Apparel Category: In 2020 CPCs spike more
substantially over cyber week
September October November December
$1.00
$0.75
$0.50
$0.25
$0
150
100
50
0
Weekly Search demand Avg. CPC
Source: Google Search Data, US. Analysis by TheProof

15. Time your media mix with media cost changes
September October November December
$1.00
$0.75
$0.50
$0.25
$0
150
100
50
0
Weekly Search demand Avg. CPC
Demand Generation Phase
Demand Capture Phase
Source: Google Search Data, US. Analysis by TheProof

16. Strategies for Seasonal
Success
16

17. Confidential
and
Proprietary
● What will this campaign
accomplish?
● What does success look
like?
● Who will this campaign
speak to?
● What values resonate
with your audience?
● What type of influencer
do you want to work
with?
● What type of content
has seen success
before?
Strong goal Ideal influencer
Target audience
What should your campaign plans include?

18. Manage long-term
relationships with
repeat partners
Confidential
and
Proprietary
Be “MERRI” This Season
Expand your
audience with
whitelisting
Repurpose
influencer-generated
content
Run campaigns on
multiple channels
(on- and offline)
Incentivize with
promos, giveaways &
givebacks
M E R R I

19. Confidential
and
Proprietary
Manage Long-
Term Relationships
Build credibility by working with a
smaller group of creators who can
target your desired audience, and
run repeat campaigns with them.

20. Confidential
and
Proprietary
Lock in
premium
rates
Make your
brand
authentic
Build
customer
trust

21. SKINN Cosmetics
Confidential
and
Proprietary
Building relationships at scale with
product seeding
Case Study
Strategy
When it comes to product seeding, SKINN is open to
working with everyone, including traditional social media
influencers, skincare experts, and other brand fans to try its
products and spread positive word-of-mouth.
By searching for influencers with well-aligned audiences,
keeping track of unique relationships, and understanding the
impact that seeding has on the overall business, SKINN saw
serious results.
100+
Creator relationships
19%
Lift in web traffic
192%
Jump in sales
520
Pieces of content

22. Expand Your
Audience With
Whitelisting
Reach new audiences by boosting
posts under an influencer’s account,
turning your organic content into a
paid media strategy.
Confidential
and
Proprietary

23. Whitelisting grants brands advertising access to an
influencer’s account. This allows brands to use the
influencer’s handle for their ads.
Whitelisting is a win-win for both brands and creators. Both
parties have access to performance metrics of the
whitelisted post. Brands can get key insights into running
successful campaigns and creators can understand what
type of content resonates. Not to mention, whitelisting builds
trust between brands and creators, elevating the relationship
and paving the way for more authentic ads.
What Is
Whitelisting?
Confidential
and
Proprietary

24. Confidential
and
Proprietary
In Ads, Sell a Story — Not a Product
“As a beauty blogger living
in a small NYC apartment, I
need all the storage help I
can find.”
“Now that my kids are going
back to school part-time,
misplacing things is at an
all-time high! The travel
organizers are my saving
grace for their school
supplies.”
“The dirty side of being a
fashion influencer - the
constant laundry! Here are my
must have products that
makes laundry time a little
less stressful.”
“An organized mudroom
brought to you by my favorite
storage brand. Even the dog
has her own cubby!”
“Name a better feeling than
when all your beauty products
are organized under your sink
and out of sight...I’ll wait.”

25. Repurpose
Influencer Content
Leverage influencer-generated
content across channels, including
organic social, your website, email,
print and digital ads, and more.
Confidential
and
Proprietary

26. Fuel Every
Marketing
Channel
ORGANIC SOCIAL
WEBSITE
PRINT
EMAIL & NEWSLETTER
PAID SOCIAL

27. Social approach across the entire consumer journey
Reach /
Frequency
In-Stream
Reserve
Max Width
Video
Commercials
Lenses
Story Ads
Top View
Brand
Takeover
Category
Takeovers
Takeovers
Live
First View
Lead Ads
Stories
Instant
Experiences
Carousel Pins
Static Pins
Collections
Image or
Video Ads
Hashtag
Challenge
Branded
Effect
In Feed Ads
Promoted
Posts and
Videos
Website
Cards
Promoted
Polls
Dynamic Ads
Collection Ads
Product Tags
Shopping Pins
Collection
Ads
Dynamic Ads
App Install
Ads
Collections
Dynamic Ads
App Installs
Promoted
Posts for
Conversions
App Install
Ads
Conversation
Cards
App Install
Cards
AWARENESS
CONSIDERATION
INTENT

28. Run Campaigns
Across Multiple
Platforms
TikTok, YouTube, and Pinterest will all have
star roles this season. Diversify your
marketing mix and partner with creators who
can raise buzz where your customers are.
Confidential
and
Proprietary

29. Confidential
and
Proprietary
Tis the Season
to Be Social
Don’t rely on Instagram alone. Each social
platform has its own benefits and can put
your brand in the spotlight this season.
Breaking down platforms
TikTok
Pinterest
YouTube
The second-biggest search
engine built for lasting content
Insights into search trends to
aid marketing research
Easy to go viral, all based on
genuine fans’ love

30. Google/Bing approach across the consumer journey
★ Campaign Goal: Action
■ VACs w/ Feeds
■ Shopping Ads/LIAs
■ Smart Shopping Campaigns
■ Text Ads
■ Retargeting (GDA or MSAN)
Awareness
Consideration
Action
★ Campaign Goal: Consideration
■ Dynamic Search Ads
■ Discovery Ads/MSAN
■ Local Campaigns
Awareness
Consideration
Action
Awareness
Consideration
Action
★ Campaign Goal: Awareness
■ TrueView for Reach
■ Smart Shopping - NCA
■ Discovery Ads/MSAN

31. Prioritization Focus: Flip the Funnel
31
Brand Awareness
Consideration
Conversion
Loyalty Start with
Customer- First
Data
Infrastructure
Build upon
Customer-
First Data
Strategy

32. Confidential
and
Proprietary
Incentivize With
Promos
Move shoppers through checkout
with free shipping, free samples,
discounts, and giveaways. Even
better: Partner with a cause you love
for a give-back campaign.

33. Confidential
and
Proprietary
Fast Facts
1
Consumers Want
Deals
42% of 2019’s holiday
shoppers made
purchases based on
price, and 24% never
pay full price online.
2 3 4
Promote Deals on
Social
28% of holiday
shoppers will search
for gifts on YouTube,
22% on Instagram,
and 13% on TikTok.
Bundle Deals in a Gift
Guide
Brands that offered
gift guides saw 48%
higher transaction
rates. Share your best
deals in one place.
Offer Deals Early &
Often
Holiday shopping will
start early this year —
before Halloween.
Start offering deals
now!

34. Our Place
Donated 200K meals to
Feeding America
Confidential
and
Proprietary
Holiday give-back campaigns
Jiggy
Donated 20% of puzzle
purchases on Giving Tuesday
Chewy
Matched purchases to donate
$2M to animal welfare orgs
Minted
Proceeds benefit Every
Mother Counts & Central
World Kitchen
Bombas
Donated 12M+ pairs of socks
to homeless shelters

35. BONUS!
Confidential
and
Proprietary
After the holiday season,
continue to re-engage your fans.
It’s cheaper to retain customers
than acquire new ones.

36. Thank you!