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In addition to Fortune 500 CEOs, I like to focus on the newer companies who are changing the fabric of business. This article features a truly visionary company who is transforming how the Fortune 500 companies use social media, Lilo. There is no denying that social media is a key component to brand marketing in 2019. With social ad spend projected to grow 16% in 2019, it’s important for brands to know what they are looking for and how they can create a successful strategy for their brand. As many brands are unsure of what results they can expect on social, there’s one agency in Brooklyn that is changing everything.
Lilo Social is a boutique agency with big name clients and a track record of creating success for their partners. The 8 person social agency in Brooklyn has worked with brands like Microsoft, Under Armour, Foot Locker, Live Nation and other leading brands; and they’re helping change the way these brands approach social marketing.
The agency is focused on tangible business metrics, like sales or ad recall, rather than traditional social metrics, such as likes and impressions. “We believe that social is a great marketing vehicle, but we don’t forget basic marketing principles,” says Lilo Social’s CEO Bobby Palmieri, “we focus on telling powerful stories for these brands, and creating something that people actually want to engage with while on social media”.
As an independent agency, Lilo is cut from a different cloth when compared to the traditional agency model. They are opening eyes of how brands and their agency should work together. They have clear values that are surprising to see in this day in age that are allowing deeper agency/client relationships. They look at transparency as the most important thing as they build relationships with brands. This open environment allows both sides to know that the only goal is brand growth by putting their partners first.
This leads into the idea of integration. Rather than being looked at as a vendor, Lilo looks to integrate their team right into the brands team. They want to eat, sleep, and breathe the brand and make the success of the brand personal. By taking this approach, Lilo takes the lead and continues to look for ways to go above and beyond status quo.
The last key principle is that everything they do is intentional. They are adamant about user testing to make sure that what they create is vetted to produce the intended results. By focusing on success over output, it show how serious they are about making every campaign a hit.
The Lilo Social team has made great strides in integrating brands into natural social conversations. They attribute a lot of their success to reverse engineering what people are doing on social naturally and then integrating the brand into that user flow. For a recent Under Armour shoe release, Lilo Social created a game designed specifically for Instagram Stories swipe ups. The game was designed to feature the shoe in a whack-a-mole style game. Users tapped as many shoes as possible in 30 seconds, before entering their email for a chance to win a free pair of Curry 4 shoes.
“We really wanted to push the limits of an Instagram Stories swipe up, and see how long we could get people to stick around and interact with the Under Armour brand” said Zac Fromson, co-founder of Lilo Social. “By creating an experience that was designed specifically for the users and the distribution method, we were able to make a truly immersive experience on social”
The game garnered over 2 minutes of average engagement time for each player and had a 60% email capture rate, that was then used for remarketing purposes to increase the sales of the shoes.
Their belief is that social is the first time that brands have been able to blend creative with hyper targeted ads, and when you blend those together, the results can really change how brands are marketing. “Brands no longer have to make one creative and send it out to the masses” Palmieri says, “Brands can tailor their creatives directly to subsets of their customers, making sure that the message always resonates.”
While many brands are worried about the forged results that other social marketers report back on, Lilo is focusing on the metrics that matter. “We don’t get caught up in how many impressions a post or ad gets” says Fromson, “we focus on did it contribute to the brand’s goals – which could be increasing sales, or more engagement time with an experience.” By focusing on these metrics, the agency has been able to report back on the true ROI of their social campaigns with today’s leading brands.
“Social marketing is here to stay, but you are going to see a big shift in 2019 of brands asking their marketers about more metrics that matter” says Palmieri.
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January 31, 2019 at 02:46PM
Forbes – Entrepreneurs