Spotlight on Mum's Eye View, Asda's innovative YouTube brand channel

Spotlight on: Mums Eye ViewSpeaker: Dom Burch

First, a little bit about me...• 12 years at Asda• Trained in PR• Took 6 month career

break in 2011• Led Walmart’s social

media strategy in Europe

• In charge of AMP since April 2014

Story-telling is key to driving genuine customer

engagement

Facebook learning's paved the way for ASDA’s

YouTube success

188% Sales Uplift

Spend:£1,500

Reached 2.8M

Facebook users

ASDA Mum’s love YouTube…

…but not necessarily ASDA’s channel

Mum’s Eye View launches March 2014

Social Talent

Harnessing influence and engagement on social

platforms

Zoella

Lady Gaga VEVO

Caspar Lee

The X Factor UK

Tanya Burr

BBC Radio 1

Beyonce VEVO

0 1 2 3 4 5 6 7 8 9

8.5

5.9

4.7

3.4

3

2.4

1.7

Channel subscribers (000,000s)

Audience Perspective

Christmas 2013: YouTube approach

Christmas 2014: ‘Come Dine With Me’ Influencer style

10,000UNIQUE VISITS TO PRODUCT PAGES

£120,000TOTAL SPEND

3.3MTOTAL ORGANIC

VIEWS

2,159 Views 12 clicksSales Lift Unknown

Christmas 2013 vs 2014

1.7m Views 10,000 clicksImpressive Sales Lift

Content Strategy

‘How to…’ • Makeup

tutorials• Recipes• Fitness tips Talent

Vlogs

Product Hauls

Monetization

£8,000TOTAL SPEND

212kTOTAL ORGANIC

VIEWS

89%UPLIFT IN BETTY

CROCKER PRODUCTS

Social Engagement

Over 7 Million Views

154,000 Subscribers

10 Million+ Supporting Talent

Views

Channel success to date

Walmart.com collaboration

Independence Day Video with Alfie Deyes

(Pointless Blog)

£27,000TOTAL SPEND

80kTOTAL ORGANIC

VIEWS

LIKEABILITY RATIO

97:1

230KINSTAGRAM

LIKES

Audience Statistics: first 50 hours • Total Views: 73,000

• Top 3 video when searched ‘Independence Day’ at 9am 4th

July – within 15hours of going live

• Subscribers added: 3,000 • Cost per view: £0.36 / $0.54• Viewers per hour: 1,400. That’s a 1

every 2.5seconds! • Likes: 12,000

Next steps... Influencers on extended

talent platforms: InstagramSnapchatFacebook

Vine

Key Learnings • Creating great content on its own

is not enough• Working with key influencers

allows you to rent their audience• More cost effective and engaging

than paid for media approach• …However, we are only

scratching the surface

Thank you Questions?