AG Tastemaker Campaigns - 2014

Amanda Gordon
Influencer Campaigns

June 2012- May 2014
Overview
2
| Influencer Campaigns | - 2012 2014
Past and Present Clients:
Banana Republic
Calvin Klein
jcpenney
Westfield Style
3
Banana Republic Product
Seeding Highlights
June 2012 August 2013
Situation Overview
4
| Banana Republic Personal Style Blogger Seeding | June 2012 August 2013
Objective: Introduce brand collaborations
to key personal style bloggers and their
audience

Goals: Increase purchase intent of new
collaborations and drive sales

5
Coverage
Extra Petite| BR x Anna Karenina
6
Extra Petite is a personal style blogger based out of Boston. The Anna Karenina Collection
was available in a limited Petite selection and she styled the faux stole and Petite dress in
December 2012:
http://www.extrapetite.com/2012/11/holiday-faux-fur-wine-gloves-banana.html
89 Comments

Classy Girls Wear Pearls | BR x Milly
7
Classy Girls Wear Pearls is a New England personal style blogger. She captured the Milly
lifestyle with her photo shoot in May 2013:

http://www.classygirlswearpearls.com/2013/05/a-nautical-safari.html
28 Comments

Sugar Laws | BR x Mad Men
8
Sugar Laws is a Texas-based personal style blogger. She styled a dress featured in the Mad
Men Collection and conducted a bracelet giveaway for her readers in March 2013:

http://www.sugarlaws.com/giveaway-banana-republic-mad-men-collection
58 Comments

Paid Influencer
Campaigns
9
Paid Campaign Influencer Template
10
| Influencer Template | Paid Campaigns
11
Calvin Klein Jeans Regent
Street Blogger Campaign
February 14 16, 2013
Situation Overview
12
| Calvin Klein Regent Street Blogger Ambassador Program | February 2013
Objective: Introduce the Calvin Klein Jeans
brand story to key London bloggers and
their audience

Goals: Increase traffic to the Regent Street
store and bring awareness to the branded
in-store event featuring a performance by
Rita Ora

How We Did It
13
Strategy: Use key London-based bloggers to
tell the Calvin Klein Jeans brand story
through their unique lens and drive traffic
to the Regent Street store

Blogger Asks
14
- Blogger Posting Asks:
- 1 post on their blog
- Promote the newly renovated
Regent Street store with in-store
giveaway and include event photos
- Blogger Social Asks:
- 1 pre-event post on social channels
- 2 posts during the event on social
channels
- 1 post-event post driving fans to
Calvin Klein event Facebook album
- Style Mannequin:
- 1 styled mannequin to be on display
for one week
Campaign Influencers
15
TARGETS SECURED
Bunnipunch
Liberty London Girl
Natalie Hartley Wears
The Chic Geek
Yin & Yang

RESULTS SNAPSHOT*
Total social media impressions:
1,464,675
*Includes Blog, Facebook, Twitter, and Instagram mentions
Campaign Results
16
Total social media impressions*: 1,464,675
Total blog impressions: 710,000
Total Twitter Impressions: 731,000
Total Facebook Impressions: 19,151

*Includes Blog, Facebook, Twitter, and Instagram mentions
Campaign Results
17
RESULTS BREAKDOWN
Total Twitter RTs: 264
Total Instagram Impressions: 4,209
HIGHLIGHTS & UNIQUE ACTIVATIONS
Natalie Hartley incorporated the new
application Vine to capture assets from
the event
One of the Calvin Klein Twitter winners
posted a blog about her experience
18
Calvin Klein Twitter
Contest
Calvin Klein
19
Calvin Klein held a Twitter contest for UK fans using the hashtag #CKJRegentSt and asking
why they love Calvin Klein Jeans. The contest ran from February 14, 2013 until February
16, 2013.

TWITTER: 529,938 followers

https://twitter.com/CalvinKlein/status/302089090675924993






Calvin Klein Twitter Overview
20
21
Coverage
Bunnipunch
22

BLOG: 25,000 MUV
Ticket Giveaway Link:
http://www.bunnipunch.co.uk/win-tickets-
to-see-rita-ora-at-calvin-klein-jeans-newly-
renovated-store/

Post-Event Link:
http://www.bunnipunch.co.uk/calvin-klein-
renovated-store-event-with-rita-ora/

Bunnipunch is an outlet for all things fashion and beauty.

Bunipunch Overview
23
Bunnipunch
24

https://twitter.com/Bunnipunch/status/304525599043637248






Bunnipunch
25







Bunnipunch
26



FACEBOOK: 278 fans

https://www.facebook.com/permalink.php?story_fbid=476854039048697&id=11704874164
4897

https://www.facebook.com/permalink.php?story_fbid=161934510624049&id=11704874164
4897

Bunnipunch
27
INSTAGRAM: 1,045 followers

http://instagram.com/p/V4Yvb-wvQr/

http://instagram.com/p/V4VuXCwvdf/

http://instagram.com/p/VtcIt-wvaR/

Liberty London Girl
28
Liberty London Girl began her career at Conde Nast and she has continued her blog after
moving from NYC to London in 2006.

BLOG: 250,000 MUV
Ticket Giveaway Link:
http://www.libertylondongirl.com/2013/02/
16/sponsored-post-calvin-klein-jeans-throw-
a-party-with-rita-ora-and-there-is-a-pair-of-
tickets-up-for-grabs/

Post-Event Link:
http://www.libertylondongirl.com/2013/02/
19/liondon-fashion-week-rita-ora-plays-an-
acoustic-set-at-calvin-klein-jeans/
Liberty London Girl Overview
29
Liberty London Girl Overview
30
Liberty London Girl
31

https://twitter.com/LibertyLndnGirl/status/303674663144419328







Liberty London Girl
32
FACEBOOK: 8,439 fans

https://www.facebook.com/photo.php?fbid=10151350443313964&set=a.154103443963.1
14567.122635823963&type=1

https://www.facebook.com/LIbertyLondonGirl/posts/480137735383970

33

BLOG: 40,000 MUV
Post-Event Link:
http://www.nataliehartleywears.blogspot
.com/2013/02/ck-jeans_18.html
Natalie is the Senior Editor at InStyle Magazine during the day, but her personal blog offers
ideas in how to put wearable outfits together on a lower budget.
Natalie Hartley Wears Overview
34
35

https://twitter.com/instyle_UK/status/303558549131386880

https://twitter.com/nataliehartley/status/30356745012






36
INSTAGRAM: 467 followers

http://instagram.com/p/V4Yb6bQtIy/

VINE: 65 followers

https://vine.co/v/b67XJTQqgzJ

https://vine.co/v/b67MrEXaFKv
The Chic Geek
37
The Chic Geek is focused on educating men in the latest sartorial and grooming info in an
approachable and amusing way.

BLOG: 120,000 MUV
Post-Event Link:
http://www.thechicgeek.co.uk/index.php
/component/k2/item/1851-calvin-klein-
jeans-regent-street-reopens-sponsored

The Chic Geek Overview
38
The Chic Geek
39

https://twitter.com/TheChicGeekcouk/status/304544701548216320






The Chic Geek
40





FACEBOOK: 898 fans

https://www.facebook.com/photo.php?fbid=10151450516114539&set=a.481086519538.2
68253.75733099538&type=1

https://www.facebook.com/TheChicGeek.co.uk/posts/10151437300304539
Yin & Yang
41
Yin & Yang is a platform that covers everything from music, fashion, art and all things
creative.


https://twitter.com/yinnyangtweets/status/303551901935476736

https://twitter.com/Tweet_mason/status/303602872199806977

http://instagram.com/p/V4a-5SOXUx/
Yin & Yang
42
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Post-Event
Calvin Klein Facebook Photo Album
44
Calvin Klein posted the event album on Facebook.

FACEBOOK FANS: 6,572,554
Post-Event Album Link:
https://www.facebook.com/media/set
/?set=a.10151279243526016.448833.3
6143771015&type=1
Album Likes: 4,526
Album Comments: 32
Album Shares: 174
La Troisieme Calvin Klein Twitter Winner
45
La Troisieme was one of the winners of the Calvin Klein Twitter Ticket Giveaway who
happened to be a blogger. Shes an Italian woman living in London.

BLOG:
Post-Event Link:
http://lisalatroisieme.blogspot.com/2013/0
2/calvinklein-event-with-
ritaora.html?spref=tw
Calvin Klein Twitter Winner
46
jcpenney
Say Hello To My
Dream Room
Blogger Campaign
June 24, 2013
Influencers:
Sacramento Street (MUV n/a)
Sadie + Stella (MUV n/a)
I Heart Naptime (MUV 316,000)
Mrs. Lilien (MUV 6,153)
SF Girl By Bay (MUV 24,000)
Index
48
| jcpenney Say Hello To My Dream Room Blogger Campaign | June 2013
Influencer
Program
49
Results Breakdown
Total Pins Repinned: 4,896
Total jcpenney Pins Repinned: 1,871
Influencers:
Sacramento Street (MUV n/a)
Sadie + Stella (MUV n/a)
I Heart Naptime (MUV 316,000)
Mrs. Lilien (MUV 6,153)
SF Girl By Bay (MUV 24,000)
Campaign Results
50
Sacramento
Street
51
Blog Link:
http://www.sacramentostreet.com/2013/06/a
fternoon-tea-with-jcpenney-home/
MUV N/A
Post Date:
Wednesday, June 5, 2013
Products Featured:
Design by Conran Stacking Trays
Michael Graves Coffee Cups
Michael Graves Cream & Sugar Set
Sacramento Street: Blog Post
52
Pinterest Link:
http://pinterest.com/caitlinflemming/say-hello-
to-my-dream-room/
Total Pinterest Followers:
4,060,852
Total Board Followers:
41,098
Total Pins:
26
Total Repins::
473
Sacramento Street: Pinterest Board
53
Pinterest Link:
http://pinterest.com/caitlinflemming/say-hello-to-
my-dream-room/
Total jcpenney + blog Pins:
19
Total jcpenney + blog Repins:
226
Top jcpenney repinned items:
Happy Chic by Jonathan Adler:
Crescent Heights Tufted 85 Sofa- 50 Repins
Crescent Heights Mirror 21 Repins
Design By Conran Elder Chair 20 Repins
Sacramento Street: Pinterest Board
54
Sacramento Street: Social Media Support
55
56
57
58
Twitter (7,018 Followers):
https://twitter.com/caitlinflemming/status/342442565007728642
Instagram (5,687 Followers):
http://instagram.com/p/aMhZxfhvCG/
http://instagram.com/p/aPOUF-hvAt/
59
Sadie + Stella
60
Blog Link:
http://www.sadieandstella.com/2013/06
/jcpenney-say-hello-to-my-dream-
home.html
MUV N/A
Post Date:
Thursday, June 6, 2013
Products Featured:
Charlotte Oblong & Euro Pillows
Striped Ceramic Vase
Martha Stewart Spun Metal Buffet Lamp

Sadie + Stella: Blog Post
61
Pinterest Link:
http://pinterest.com/lmd5ff/say-hello-to-my-dream-
room/
19,941
12,015
Total Pins:
27
Total Repins::
297

Sadie + Stella: Pinterest Board
62
Pinterest Link:
http://pinterest.com/lmd5ff/say-hello-to-my-dream-room/
27
297
Martha Stewart Rugs Kalahari Rectangular Rug:
Teak Brown 36 Repins
Crescent Heights Mirror 27 Repins
Crescent Heights Tufted Chair 20 Repins
Elizabeth Greek Key Bowl 20 Repins
Sadie + Stella: Pinterest Board
63
Sadie + Stella: Social Media Support
64
65
66
67
68
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https://twitter.com/SadieandStella/status/340868295202836482
70
http://instagram.com/p/aBepoLQles/
http://instagram.com/p/aE80aQQlTA/
http://instagram.com/p/aHdI3bwlco/
http://instagram.com/p/aOWtwkwlX7/
Facebook (1,424 Likes):
https://www.facebook.com/photo.php?fbid=505870022801335&set=a.244425712279102.
68781.134294476625560&type=1
71
I Heart Nap Time
72
Blog Link:
http://www.iheartnaptime.net/say-hello-to-
my-dream-room/
MUV 316,000
Post Date:
Friday, June 7, 2013
Products Featured:
I Heart Nap Time: Blog Post
73
Katie Arrow Bookends
Lola Candle
Lola Nesting Storage Crate
Elizabeth Laser-Cut Frame
Ceramic Flower Pot
Katie Fabric Frame
Lola Star Votive Candle
Holder

Pinterest Link:
http://pinterest.com/iheartnaptime/say-hello-to-my-
dream-room/
4,071,489
100,404
Total Pins:
27
Total Repins::
2,365
I Heart Nap Time: Pinterest Board
74
Pinterest Link:
http://pinterest.com/iheartnaptime/say-hello-to-my-dream-
room/
16
374
Katie Fabric Picture Frame (via blog) - 108
Repins
Charlotte Duvet Cover Set 55 Repins
Say Hello to My Dream Room Contest Pin 33
Repins
I Heart Nap Time: Pinterest Board
75
I Heart Nap Time: Social Media Support
76
77
78
79
https://twitter.com/iheartnaptime/status/342849599553294336
http://instagram.com/p/aQ1VcTBgnj/
http://instagram.com/p/arJ1jBhgv0/
22733.119238388122906&type=1
80
Mrs. Lilien
81
Blog Link:
http://blog.mrslilien.com/blog/2013/6/4/a-
fabby-new-foyer
MUV 6,153
Post Date:
Tuesday, June 11, 2013
Products Featured:
Mrs. Lilien: Blog Post
82
Charlotte Ribbed Table
Lamps
Katie Canvas Curtain Panels
Charlotte Oblong Pillows

Pinterest Link:
http://pinterest.com/mrslilien/say-hello-to-my-dream-
room/
37,478
25,006
Total Pins:
17
Total Repins::
279
Mrs. Lilien: Pinterest Board
83
Pinterest Link:
http://pinterest.com/mrslilien/say-hello-to-my-
dream-room/
15
253
Bodum 17 oz. Bistro Electric French Press
Coffeemaker in White 54 Repins
Katie Canvas Curtain Panel- 32 Repins
Elizabeth Shower Curtain 25 Repins
Mrs. Lilien: Pinterest Board
84
Mrs. Lilien: Social Media Support
85
86
87
88
https://twitter.com/MrsLilien/status/342108715148795904
Mrs. Lilien : Social Media Support
89
http://instagram.com/p/aKSm0QKscL/
http://instagram.com/p/aKUHR_qseC/
59501.242518539156026&type=1
Mrs. Lilien : Social Media Support
90
SF Girl By Bay
91
Blog Link:
http://www.sfgirlbybay.com/2013/06/13/mich
ael-graves-design-for-jcpenney-home/
MUV 24,000
Post Date:
Thursday, June 13, 2013
Products Featured:
Michael Graves Design:
SF Girl By Bay: Blog Post
92
Coffee Maker
2-piece Cutting Board Set
Set of 2 Coffee Cups
Toaster
Acacia Wood Serving Tray

Pinterest Link:
http://pinterest.com/sfgirlbybay/say-hello-to-my-
dream-room/
518,139
415,232
Total Pins:
11
Total Repins::
1,482
SF Girl By Bay: Pinterest Board
93
Pinterest Link:
http://pinterest.com/sfgirlbybay/say-hello-to-my-
dream-room/
7
721
Toaster- 260 Repins
Toaster (via blog) 165 Repins
Say Hello to My Dream Room Contest Pin 85
Repins
SF Girl By Bay: Pinterest Board
94
SF Girl By Bay: Social Media Support
95
96
97
98
99
100
https://twitter.com/sfgirlbybay/status/344531762090741762
Additional Support from her Photographer on Twitter (648 Followers):
https://twitter.com/cindyloughridge/status/344875430135885825

SF Girl By Bay : Social Media Support
101
http://instagram.com/p/abge_IEbOC/
Additional jcpenney item she purchased on her own:
http://instagram.com/p/azJWstkbPA/
Additional Support from her photographer (30,324 Followers):
http://instagram.com/p/ad8_SQGy8y/
Facebook (10,860 Followers):
42869.173512579386355&type=1
SF Girl By Bay : Social Media Support
102
Traffic to Online
Store
103
Charlotte Oblong Pillows: 67 clicks
Charlotte Euro Pillows: 60 clicks
Katie Arrow Bookends: 16 clicks
Katie Canvas Curtain Panels: 83 clicks
Katie Fabric Frame: 22 clicks
Striped Ceramic Vase: 24 clicks

Products Featured
Elizabeth Laser-Cut Frame: 19 clicks
Ceramic Flower Pot: 2 clicks
Lola Star Votive Candle Holder: 12 clicks
Lola Candle: 0 clicks
Lola Nesting Storage Crate: 0 clicks

104
Coffee Maker: 595 clicks
2-piece Cutting Board Set: 301 clicks
Set of 2 Coffee Cups: 187 clicks
Cream & Sugar Set: 43 clicks
Toaster: 178 clicks
Acacia Wood Serving Tray: 112 clicks
Design by Conran:
Stacking Trays: 126 clicks

Products Featured
105
106
Westfield Style Blog
Launch
September 2013
Situation Overview
107
Objective: Increase the value for retailers
and deliver a strategic platform to engage
with brands and consumers. Establish
credibility, through great user experience,
to allow us to build our audience and learn
their behavior

Goals: Establish credibility as a fashion
source through key tastemakers to
ultimately increase revenue from retailers
Westfield Style Blog Tastemakers
108
| Westfield Style Blog Launch | September 2013
Tastemaker Blog Name Social Channels Reach
http://hastikashfia.com/ MUV n/a
https://www.facebook.com/HKashfia Not a fan page, but 6,162 Followers
https://twitter.com/HastiKashfia 820 Followers
http://pinterest.com/HastiKashfia/ 500 Followers
7,482 Total Audience
http://www.styleforhire.com/ n/a
https://www.facebook.com/styleforhire 5,126 Fans
https://twitter.com/styleforhire 5,060 Followers
http://pinterest.com/styleforhire/ 1,746 Followers
http://instagram.com/style_for_hire/ 448 Followers
http://www.thebudgetbabe.com/ 70,700 MUV
https://www.facebook.com/TheBudgetBabe 13,312 Likes
https://twitter.com/budgetbabe 12,917 Followers
http://instagram.com/budgetbabe/ 7,835 Followers
http://pinterest.com/TheBudgetBabe/ 6,069 Followers
http://www.youtube.com/thebudgetbabe 281 Subscribers
http://www.keikolynn.com/ 27,300 MUV
https://www.facebook.com/keikolynnblog 21,889 Likes
https://twitter.com/keikolynn 17,116 Followers
http://instagram.com/keikolynn 28,305 Followers
http://pinterest.com/keikolynn/ 10,513 Followers
http://www.fashiontoast.com/ MUV n/a
https://twitter.com/rumineely 98,597 Followers
http://instagram.com/rumineely 276,352 Followers
https://www.facebook.com/fashiontoast 54,567 Likes
http://pinterest.com/rumineely/ 10,352 Followers
Rumi Neely / Fashion
Toast
Dianna Baros / The Budget
Babe
Keiko Lynn
Hasti Kashfia
Kate Powell / Powell
Styling
Westfield Style Blog Launch: Instagram
109
Launched a WestfieldStyle Instagram Account in September 2013:
http://instagram.com/westfieldstyle
Content Featured:
Behind-the-scenes
In-center events
Tastemaker posts
#Regrams
Serial Content:
#manicuremonday
#shoesdaytuesday
Launch Date:
Thursday, September 5, 2013
Westfield Style Magazine
110
111
Thank you.

AG Tastemaker Campaigns - 2014

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Amanda Gordon

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