DuPont Surfaces mySurface Blogger Engagement Program Impact Report

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DuPont SurfacesmySurface Blogger Engagement
Program Impact Report
December 4, 2009
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Program OverviewDevelop a powerful blogger
engagement program for a breakthrough app

• Objective
• Ogilvy PR was tasked with amplifying awareness of
  the DuPont mySurface app and generating buzz to
  compete with the hundreds of new applications
  added to the iTunes store each week. Promotional
  efforts focused on two audiences the online
  architect and design community and DIY/home
  improvement influencers.
• Strategy
• Identify and engage online influencers in target
  audiences relevant to DuPont Surfaces so they can
  authentically advocate and promote mySurface to
  their audience and networks.
• Word of Mouth Amplification Tactics
• Influencer Outreach To reach DuPont Surfaces
  target audiences, we strategically researched and
  engaged 20 architecture design and DIY online
  influencers. We offered each blogger an iTouch
  to download and try out mySurface, giving them an
  authentic product experience. We also offered
  each blogger an iTouch to give away to their
  readers through a contest featuring readers
  favorite iPhone apps.
• Social Media Press Release OPR also designed and
  developed an SMPR which promoted the mySurface
  application and featured select blogger quotes
  describing their experiences with the app. It
  included multimedia assets such as a video
  tutorial and tools to make it easy to share with
  others and generate awareness around the app.

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Executive HighlightsInfluencer Outreach

• We surpassed campaign goal of reaching 1.4
  million unique monthly visitors by 1.8 million,
  with nearly 3.2 million unique monthly visitors.
• Throughout the program, bloggers and their
  readers voiced their excitement around mySurface
  on Twitter reaching over 62,000 followers.
• We exceeded campaign goal of 400 contest entries
  with 12 blogger contests generating approximately
  6,434 reader entries.
• 16 posts included link to download mySurface app
  directly from iTunes.

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Conversation Impact Measurement Model Overview

• This report was developed using Ogilvy PRs 360
  Digital Influence teams
• measurement model, Conversation Impact. 
  Conversation Impact is a brand
• objective-driven quantitative measurement model
  based on key consumer
• behaviors recognized in the marketing funnel.
• Working with DuPont, we identified primary key
  performance indicators (KPIs)
• and measured the program against the following
• Awareness Did we raise awareness and reach our
  targets?
• Preference Did we activate positive or relevant
  word of mouth to increase product, issue or brand
  preference?
• Action Did we drive people to an appropriate
  action downloads of the mySurface application?

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AwarenessSocial Media Impressions Target
Audiences

• Our approach included reaching out to 45
  influential bloggers across two key target
  audiences to secure 20 live engagements (an
  impressive 45 response rate).
• The opportunity resonated most strongly with DIY
  influencers, who had a 56 response rate,
  compared with an also impressive 38 response
  rate from the AD influencers.

• Ogilvy PR was able to generate strong social
  media buzz around the mySurface app during the
  blogger engagement program, with approximately
  3,262,000 total social media impressions (blog
  posts tweets.)

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AwarenessSocial Media Impressions
Shelter Pop is one of the most influential home
living blogs and is a member of the AOL network.
ShelterPop offered a positive review of the app
and encouraged readers to download the app from
the iTunes store. Reach 1,500,000 UMV
ArchDaily has quickly grown to become one of the
leading and most influential architecture
websites in the world and has a direct
relationship with some of the most prestigious
and well-known architecture practices
globally. Reach 1,200,000 UMV
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AwarenessSocial Media Impressions
Design Milk is focuses on art, architecture, and
design and aims to highlight the latest trends.
The site has been featured in the Los Angeles
Times, Time Out New York and is one of the Google
Engineers Staff Picks. Design Milk wrote I
received the chance to test out DuPonts latest
Corian app called MySurface, and my gosh
totally helpful. Im on the verge of purchasing a
fixer-upper and cannot even imagine how useful
this app will be when choosing my
countertops. Reach 50,000 UMV

• Unplggd is a member of the Apartment Therapy
  Network. The blog is directed towards people who
  are passionate about technology and design. The
  blog featured mySurface and shared pictures of
  the app. The post also offered possible
  suggestions on how the app could be improved in
  the future.
• Reach 150,000 UMV

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AwarenessSocial Media Impressions

• Young House Love has been featured on HGTV.com,
  MSNBC.com, CNN, The New York Times and various
  other online publications. The blog is authored
  by a young couple living in Richmond who
  passionately share their DIY experiences. Young
  House Love wrote a favorable product review .
• Engagement 2458 entries
• Reach 70,000 UMV

• Hooked on Houses is authored by Julia who is a
  DIY enthusiast. Hooked on Houses is consistently
  ranked as one of the Top 3 Lifestyle blogs and
  updated 5 to 7 days per week. Hooked on Houses
  shared positive feedback around the mySurface
  app.
• Engagement 702 entries
• Reach 50,000 UMV

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AwarenessSocial Media Press Release

• Ogilvy PR worked closely with DuPont to design
  and develop a social media press release which
  highlighted the functionality of the mySurface
  app and included relevant multimedia content as
  well as blogger testimonials from several of the
  influencers who participated in the blogger
  engagement program.
• The social media press release was then
  distributed to influential social and traditional
  media as well as mobile app review sites.
• The social media press release has generated 11
  posts to-date reaching approximately 1,286,674
  unique monthly visitors.
• The resulting coverage has been positive to
  neutral in tone.

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AwarenessSocial Media Press Release Coverage
SMPR has reached more than 1.2M UMVs
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PreferenceSentiment

• Since the mySurface app was the 1st of its kind
  in the industry at launch, share of voice is not
  relevant so we have focused on sentiment analysis
  of bloggers posts about mySurface
• The influential bloggers created a total of 24
  posts about the mySurface app within a six week
  period which were positive to neutral in tone. In
  general, the posts ranged from praising the
  applications simple and easy to use
  functionality and usefulness to offering
  constructive feedback on how DuPont might
  consider enhancing the app in an upgraded
  version.
• Of the 20 engaged influencers, 16 linked to the
  iTunes download of the mySurface app, and 12
  linked to a DuPont web site.

• Verbatims
• Favorable Blogger Commentary/Online Buzz
•  We totally could have used this app last year
  when we were searching for counters for our
  kitchen remodel. And if we had the room, we may
  have considered a custom Corian counter for our
  bathroom remodel too. It would have been easy to
  whip out the app while we were in the store
  looking at tiles or fixtures to see what surfaces
  could work. Rambling Renovators
• I received the chance to test out DuPonts
  latest Corian app called MySurface, and my gosh
  totally helpful. Im on the verge of purchasing a
  fixer-upper and cannot even imagine how useful
  this app will be when choosing my countertops.
  Design Milk 
• Reader Giveaways/Contests
• I have asked my hubby to get me an itouch for
  birthday. While I was researching them I kept
  telling him about all the apps I wanted for it. I
  will add the DuPont one to my list, as we will be
  remolding soon and need counter tops!! Reader
  Comment on Hooked on Houses.

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ActionNumber of Downloads

• As of November 22, 2009, there had been 1,628
  downloads of the mySurface app. The majority of
  the downloads occurred during the blogger
  engagement program from October to early
  November. With the programs completion, the
  number of downloads in November has still
  remained relatively strong with the distribution
  of the social media press release.

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Action ResultsContest Entries
In order to meet our overarching objective of
driving awareness around mySurface, we set up
iTouch giveaways with high influence bloggers to
facilitate additional word of mouth. We
encouraged bloggers to post about the DuPont
mySurface app, thereby building consumer
engagement.

• Blogger contests generated approximately 6,434
  reader entries which drove awareness of
  mySurface.
• 12 contest blog posts reached approximately
  321,000 unique monthly visitors.
• Contest posts often generated Twitter coverage in
  addition to blog posts, extending our reach even
  further.

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Action ResultsContest Entries
Contest buzz reached more than 321K UMVs
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DuPont Blogger Engagement ProgramFTC Compliance

• During the blogger engagement program, the FTC
  released updated guidelines for endorsements.
  These guidelines call for full disclosure of any
  material connection and require the bloggers to
  clearly post on ones blog stating what
  materials were given by a marketer in order to
  be able to experience a product.
• OPR followed up with each individual blogger
  during the campaign to remind and encourage each
  influencer to include full disclosure when
  posting about the mySurface app to ensure that
  OPR and DuPont were in compliance with the FTC
  Guidelines for Endorsements while continuing to
  maintain the trust of their readers.
• The bloggers voiced appreciation for our support
  of the new guidelines.

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DuPont Blogger Engagement ProgramLessons Learned

• Key Observations
• Participants appreciated the opportunity to
  engage with DuPont and the mySurface app in
  social media and share feedback on the app and
  other favorite design/DIY apps.
• Bloggers enjoyed the opportunity to give away an
  iTouch to readers.
• DIY bloggers were easier to engage and resonated
  more with the giveaway than AD bloggers, but
  outreach to both audiences was successful.
• The blogger engagement established a more robust
  relationship between key bloggers and DuPont by
  offering more than just a traditional press
  release.