Expion Summit 2012: Making Content Sexy

New Again Brand Renewal Find relevance or die! ($1,277,500) Our History Rich, Deep & 54 Years Old New consumers need to be convinced you're not yesterday's news Innovative, Bold Prepared over 550 Million tax returns since 1955 How to "Old Spice" H&R Block? Tap an existing trend with built-in audience Mustaches! Content partner well established, cult following
Brought "edge" to our social content How do we do it? Find a partner to help Need to be Old Spice, not Oldsmobile FInd a good cause who can benefit FInd a hook that's relevant What about mustaches? Change mindset with target Matrix Partners preso! Harvard Business Review How to lower the cost of enterprise sales? Sexy! Our Clients Are Changing 54% The Connected Generation Only know a connected world How Do We Become More Relevant? Oh Snap!
We're Old Fashioned! Mom & Dad Became
Grandma & Grandpa They know, trust brand Now, almost half now under 35 Dilmena... How they buy... Want brands who care about what they do S _ _ _ _ _ _ Making Taxes 42% make purchase decisions based on online recommendations Or at least making our brand more relevant to the 18-34 year old audience! H&R Block The Results? Brand Lift? YES! Media Results HUGE! Millenials Were Noticing The Cost to Acquire a Customer (CAC) exceeds the Life Time Value (LTV) a customer brings us. This is my third go-around selling to large enterprises, SkyStream, Kontiki and now Qumu.

I like to explain to you the problem the way I see it, the changes I suggest to avoid making the same mistake again. and Travels to Clients Travels to clients to get to know them
Build report over lunch, dinner & golf events
Uses Social Media to find new leads
Closes deals face-to-face to relay commitment ` Stache Act AMI brought us a built-in audience, and hilarious content Brand is great but lots of younger clients don't know it! Tools Organize Latest in asynchronous selling tools Looking for brand relevance beyond expertise Have used social media to buy/recommend a product/service in last 12 months Avg. 350 friends online Brand "Wants" t g d ...but don't take themselves too seriously! Old Spice Relevant Again! Traffic up 300% in weeks following launch
#1 All-time most viewed sponsored channel on YouTube
100 Million Views on YouTube
The campaign increased sales by 27% over 6 months after launching (year on year)
Old Spice now #1 selling body wash (Was 4th) "What really kills a brand is it's failure to respond to changing tastes...It takes a lot to kill a brand. But great brand management, organization fortitude and change can keep strong brands thriving forever.
*Crain Auto News, June 2004 The Stache Act Groundbreaking 2010 white paper written by noted tax policy professor Dr. John Yeutter of Northeastern State Univ.
Outlined an equitable tax path toward economic reciprocation — rewarding people who aid American good looks and the economy by embracing facial hair
Seeks annual $250 deduction for expenditures on mustache grooming supplies in determination of Adjusted Gross Income Social Content Blitz Kristain Bush John Oates Wayne Brady Social Engagement Leverage the platform
where the audience is Staggering! "Since the endorsement announcement in mid-February, along with the supported cause, Buzz for the brand among young and middle-aged adults has increased." "H&R Block’s Buzz score has jumped from 6 to 20 by the end of February." "This increase in Buzz score has closed the previously significant gap with the brand’s key competitor TurboTax..." "H&R Block is kinda cool!" Humor + Content = and a good cause MMM on Wash. DC - 12 media crews covered
- Over 1M MA's attended
- Best looking protest in the history of protests
- Police escort The Cause "The community members were very active online, proud of their mustaches, and thrived on being part of a bigger cause. AMI and H&R Block created a space for these community members to connect with other mustache aficionados and take action together for a good cause." 256M Media Impressions
91 National Media Hits
Live/taped interviews: Fox News (2), CNN, ABC News, Bloomberg