0:00 Right. Here we go. Mhmm. Should we go? Yeah. Okay, everyone. In the interest of time, we're actually gonna kick off. 0:08 Assuming everyone has their headsets on and they're holding their receivers because that's how we maintain sound connection, I've been told. 0:19 So good morning, everyone. Thank you so much for coming to this session, and what a crowd. So, we're really honored to be presenting to you. 0:29 To introduce ourselves, my name's Hetty. I am one of the strategic account directors at Bazaarvoice, and I look after some of our biggest European clients, of which Eric from Unilever is one. 0:41 So I'll let you introduce yourself. Yes. We're happy to be here, and nice to meet you. I work for Unilever, in a global role, responsible for digital and then especially how we sell via digital channels. 0:52 So, really happy to be here with you. This is actually our third year at OMR. The in twenty twenty three, we were here with Ross Mann, BizarroVoice that is, and also then Media Mart, and delighted to be here with Unilever today. 1:10 There are quite a few Bazaarvoice people around. And what works really well, is if you want to have a chat afterwards, there's loads of people, to talk to. 1:19 So, definitely hang around, if you're interested in in chatting more. So a little bit about Bazaarvoice. 1:28 Some of you may have heard of us. Some of you may not. But, really, we were founded just over twenty years ago, predominantly started off as a ratings and reviews business. 1:40 And through various acquisitions and development, we've evolved to be one of the largest user generated content businesses, globally. 1:49 We're very proud to be trusted by over thirteen thousand brands and retailers, harnessing a shopper and creator network of about twenty one point two million community. 2:03 And, really, that is to produce content that resonates and helps, two point three billion monthly shoppers. So it's quite a vast network. 2:14 And what we're here to talk to you today about is how you guys can harness that in your marketing strategies. Before we do that, we'd love to kick off and get a sense of the everyday consumers we actually have in the room. 2:31 So, without your brand marketing hats on, what would be really helpful is if you could scan this QR code and help us, answer the question, what type of content actually helps you decide, you everyday shoppers, to buy something? 3:03 Nice. We've got about eighty ninety one participants. 3:30 Don't know how many of us there are. What? Four hundred? I think so. Yeah. Might be here a while. I feel like there's a bit of a trend. 3:57 Although interesting. Yeah. Okay. So yeah. Interesting to see a tip from people I know and in real photos indeed and videos from customers. 4:05 Yeah. Social media as well. So word-of-mouth? Exactly. 4:18 No. But I think good, good topics to talk about and I think the audience is agreeing to to this. Yeah. Nice. So, thank you, everyone. I think it's resoundingly clear what the two two, major factors are. 4:32 And luckily, that kind of speaks to what we're talking about today. But also, it speaks to a paradigm shift that is happening in the content space now. 4:44 You know, brands cannot produce content fast enough. The attention span of consumers is at its all time narrowest. 4:53 And, really, we need to be trying to create content that resonates in a highly saturated and competitive landscape for our brands. 5:03 We actually ran a joint study in partnership with Accenture where we, effectively ran a similar survey to what we just did here. 5:13 And what we found was that, actually, when it comes to the content that brands produce, the majority of the budget goes to branded content, the shiny, above the line, beautiful imagery. 5:27 And, actually, a very small percentage of content goes to real consumer content, or creator content. 5:36 And that is also reflective of the budget as well. Whereas, actually, when we look at the shopper preference, I. E. What we just did with you guys with your everyday shopper hats on, we found that user generated content actually is what shoppers want to see. 5:51 And yet, it is actually where the smallest budget is spent. So for example, we've got ninety three percent of, consumers read reviews before making a purchase. 6:01 But then seventy four percent of consumers want user generated visual content as well. And we've just answered that question ourselves. 6:11 So really, what this means is that there is a call for user generated content to be much more higher up the funnel than we traditionally use it today. 6:22 But it's also interesting to look at how social is driving actual discovery of product as well. So, you know, the traditional search engines, the traditional above the line channels, you know, we see that there is a huge change in the mix. 6:39 For some industries, there is no funnel. For some, it's a very rigid funnel. But, you know, it is effectively collapsing. 6:47 And so, if we look at some of the stats and some of the data, it all says the same thing. But really, what calls out is that new social content entering the feed that's interesting, that's authentic will help me pique interest into a product as well. 7:03 But then also, user generated content videos help me to discover new products, and effectively enter a category that I might not have been interested in as well. 7:14 So we need to be harnessing this content, much, much higher up the funnel and across, of course, all the demographics as well. 7:23 So what Bazaarvoice's solution, or what we're trying to preach to everybody, is that traditionally, user generated content is used much lower down the funnel. 7:34 When a consumer hits a product page, they've decided that they want to choose between two products. They read a few reviews. They look at some consumer images. 7:43 But actually, there's a huge opportunity to harness this content across the full funnel and to drive performance and use cases that are very much aligned to the brand calendar. 7:55 And so what we love to do with our biggest customers who get this, is to be in the room when they're doing their brand planning and when they're briefing their larger agencies so that we can actually be that connection to the authentic user generated content. 8:15 And so we have developed, in the twenty years that we've been in business, a number of solutions that effectively help brands generate, curate, and distribute highly authentic user generated content, whether or not that's reviews, creators, or everyday shopper communities, and your own communities as well. 8:40 Now, this is a bit of an eyesore and potentially a bit technical. But what we're also preaching is that, at the moment, everybody is going crazy for this kind of content. 8:52 They're using multiple agencies to work with influencers, big brand ambassadors. And really, our mantra, and what we've built as a technology platform is to enable you to sweat those assets. 9:07 So effectively, to build an underlying engine that allows you to, take an asset that you've paid for, own the rights, curate that, and then distribute it to as many channels as Bazaarvoice can connect you to, but also where you can use it on other channels to drive performance because we know that this is hugely powerful content. 9:34 Nice. So before I hand over to Eric oh, before we have a little chinwag about the future, we have another Slido. 9:43 And that is, with your brand hats now on, where do you see the most value of user generated content in your marketing strategies? 9:55 Thank you. I like the sky creeping up, hopefully. 10:28 Let's see if we can talk about that later. K. Everywhere? Mhmm. Everywhere? 10:43 You don't need to tell us what you want us to hear. Okay. Nice. 11:01 We'll let that keep, creeping up, but it's good to see everywhere. I would love we should have asked this a second time, but how easy is it to get it everywhere? 11:11 And I think that's the, the biggest pain point in the room. So how how easy is it to get it everywhere in a cost effective way? 11:21 That's the hardest thing. So awesome. 11:36 Well, while we're letting that run, we are conscious of time, but thank you so much for participating. I think, before I hand over to Eric, who's gonna walk us through the end to end full funnel, social commerce journey that Unilever has gone through. 11:56 I do want to bring your attention to this. So, of course, gen AI is a huge subject. And if we're not using it in business, we're crazy. 12:08 And the future is very much that every single investment company and PE firm will be asking businesses how much of their operations is automated by AI. 12:20 But for now, I think we're at a really interesting time when it comes to, generated Gen AI and and, AI generated content versus protecting the consumer. 12:36 And so this is a very, interesting study that looked at, I believe, major markets like UK, US, Mexico, Australia. 12:48 And the questions were, effectively, how do you think the role of of AI is going to inform your perception of certain types of content? 13:00 And what was very interesting was that even across the younger demographics, there was across the board a desire to see non digitally altered, content, but that also there will potentially or they want to see law and and appropriate labeling around whether or not something is using Gen AI or not. 13:25 And I know, Eric, you had some thoughts just on this in terms of how Unilever are doing this today. Yeah. So, we, of course, also use AI, because you need lots of content, especially for the different touch points, so you can't operate without AI. 13:39 But one of the rules that we have set for ourselves is people need to be real. We don't want fake people, especially not in beauty, but we want real people, so user generated, and that's also what we're going to talk about. 13:50 But, yeah, backgrounds, product shots, digital twins, those are things that we use, of course, because otherwise you can't generate enough content for the for the supply chain. 14:00 Nice. Thank you. Awesome. I think that's you now. Yes. Thank you. Thanks so much, Hetty. Alright. So, within Unilever, this is an important topic. 14:12 First of all, I work for the beauty and well-being division, which is one of the or is the newest division within Unilever. So before this, we are focusing more on, let's say, personal care, but we want to be more also a beauty company. 14:27 We have done also a lot of acquisitions, and we have, let's say, mass beauty brands which you can buy in drugstores, at Rosman or in supermarkets, or online, but we also have very strong prestige and premium beauty brands and well-being brands, because we believe also that inner beauty is also something that makes people more beautiful. 14:49 So this is a set, this is a couple of brands that are part of our division and that I work with, and I wanted to kick off with this because yesterday I landed at the Hamburg airport, and I saw this digital out of home ad, which is a user generated piece from Snapchat elevated to this digital out of home and I found it very, interesting but also very powerful. 15:15 It was tailored for the Omer, so the guy is asking which white shoe should I wear and the answer is the Omer white shoe. So I thought, wow, these guys have thought about it and this is how you can make impact with user generated content. 15:30 What I want to discuss today with you are, the power of what others say. We at Unilever believe that traditional marketing is getting more and more suspicious. 15:39 You have a lot of AI, as we talked about, so it's really powerful, to hear what other people say about your brands and products. What is then changing? 15:47 And what is then the impact on, brands? What's the role then of UGC and social content within this, what can brands do, so how can you be successful, okay, in navigate this new landscape, and examples. 16:01 So Hetty and I will both present examples from cases that we did together along the way. This is, I think an important chart. 16:12 So this is, how retail is shaping and how retailing is evolving. So, what you see are global e commerce players, so pure players, social players, and if you look at, the development, so this is coming from Flywheel, they expect that social is shaping retail and by twenty twenty nine, a platform like Douyin, so TikTok shop, TikTok, together with Douyin in China from ByteDance is the third largest player. 16:39 Binduoduo, also a Chinese player, but, all social, and what we also see is that Amazon will remain the biggest player, but they also look more and more to inspiring and to integrating user content onto the journey, which is fueled by the time spent on social platforms, of course. 16:58 So if you realize that on a platform like TikTok, the average usage is ninety minutes a day for the people on the platform is really powerful. 17:07 So you see that the twelve times, how we call it, the time that people spend on social platforms is often higher than they spend on the traditional online platforms or even in store, so this is something to take very seriously, I think, and use it in the advantage for your brands. 17:27 We also know that, trust, this is driving trust, so this is about what other people say. This is also about people that you can relate to. 17:37 So we see that, let's say, bigger influencers are getting a bit less effective if you measure that through and smaller influencers with hundreds or maybe thousands of followers are more effective. 17:49 And why is that? Because it are people that people can relate to, so it is your neighbor or it is your friend that is telling you something and that makes it also so so powerful and I think everybody knows this, of course. 18:02 So the effect of social media and the effect of TikTok on the on the user journey. I love this example. So, a lot of people say, Yeah, but you work in beauty and you work for Well-being Brands, and that's easy. 18:17 You can easily use social and creative content to build your brands. This is, and they are also on the stage, by the way, on the main stage today, this morning, but this is, Waterbrand called Liquid Death and, their slogan is murder your thirst and they were founded a couple of years ago. 18:35 I think they reached almost three billion, in revenue this year, and this is a social first brand. So if you can build via social and via community building with cool content, but also with talking with your following and community, a brand like this, I I think every brand can do this because I believe that water is one of the biggest commodities and what you see now is not only the revenue that they have grown so much with, it's also, their following on social is bigger than all the other water brands combined. 19:04 So this is, I think, if you look for inspiring examples, this is about how you disrupt a category. I believe we see a couple of shifts, in the online funnel. 19:15 I believe search will remain relevant. I mean, it's not that search is not relevant anymore because people have a problem and they want to solve it and then they search for a product. But I think we move more and more to discovery, where people are confronted on their social timeline or maybe when you go to this digital out of home that I ran into when I was in the cab, and you discover something. 19:34 You discover somebody is telling something about the product and then you get inspired and then you want to to explore that. I think we also move more from ads to advocates in the sense of ads, branded content, brands telling about themselves. 19:49 That's what people know and that's also we from Unilever advice Unilever, of course, but what do other people say about it and how do you build then a community of fans, have advocates that also are very positive about your product and start to tell more about your product? 20:05 Have you moved more from transactions, I think, to experiences? As an example, loyalty. So what do you do after you have bought a product? 20:14 If you are a fan, you will upload your video or your review indeed onto the platform and that's what makes it super powerful, I think. This is what our CEO, our new CEO, says about this. 20:26 Traditional corporate messaging doesn't yes, we will do that, of course. And it's, of course, working, but we believe that what others say is even more powerful and therefore we want to focus on that in the future. 20:38 But for that, we need new capabilities to win. I mean, we have built, of course, for many years, branded advertising and I think Unilever is pretty effective in that, but, we want to build these new capabilities in this new modern world of modern marketing and commerce. 20:53 We want to drive desirability at scale because we believe that you are successful as a brand, if people really want you, if it's really desirable, and we want to make creators or influencers or KOLs or TikTokers or whatever, a big part of that. 21:10 And that means that, we need to change the systems, the marketing systems behind this. How do we operate? It's different than before. 21:19 We need to look at the budget, so we will also invest more, but it's not only about investing more, I mean you can invest more in something that's not working, it's about rethinking how influence works at scale, we believe. 21:32 So how do you work with all these creators with thousand followers? How do you create the same reach and the same effectiveness as we have done before with traditional TV advertising? 21:44 I believe that the role of use generated in social content is, the following. So first of all, it's authentic. It's real people talking about your product giving real experiences. 21:55 So this is about authenticity and authentic communities. It's about trust, so people that people can relate to builds trust, of course. 22:04 A lot of positive ratings and reviews builds trust. How often do you look at a product and then you check the ratings and reviews to see what other people say about it and then you are convinced to buy it. 22:14 It's inspiration and education, so, yeah, well, in the traditional search journeys, but also in the social journeys. 22:24 If you see a cool video that you like, it gives inspiration, but it can also give education on for in beauty, for example, how to use this product, how to do the makeup, how to do this hairstyle, how to make this recipe. 22:35 That's how it applies to all the categories and it depends I think on the creativity for you as a marketeer to play with this. It drives engagement, we have an example about that. 22:45 So people like to watch this, they don't like to read, they like to watch videos, they like to watch or to look at images, so it also increases, the time and the engagement that people spend on platforms. 22:57 It drives communities, as we just discussed, brands with loyal fans. I love CRM, I'm a big fan of CRM, but I also believe that social communities are very powerful. 23:07 If you want people to make friends and that they repeat by you, And with that, with all the factors, it drives conversion. We know that. It drives sales. 23:18 So a couple of examples. Let's see if it, if it works. Also with the sound, but is what we do, for example. 23:26 So user generated user experiences. These are from one of our brands. Dressome is a hair brand, it's from Walmart in the US where people upload their experiences onto the digital shelf. 23:38 Then we have a video about a creator, talking about one of our products and then a worry that a lot of people have is an ingredient. 23:49 And if that ingredient is not harmful for the skin and she's explaining her experience and what she believes, let's see if we can use that video. Because of all the misinformation spreading about shampoos and hair loss, I did my own research, and I'm gonna help you break down what's in your shampoo. 24:06 First, a pro tip. Educate yourself on what your products have by checking the labels. This goes for all beauty products. Alright. So let's start with this Transme shampoo keratin smooth. 24:16 After water and some typical cleansing foaming agents, I see this contains arula oil, argan oil, keratin, glycerin, all are great moisturizing ingredients and popular in both salon and drugstore brands. 24:27 Now let's talk about preservatives, including DMDM. While these may sound intimidating, they're important for keeping your products free from mold and bacteria and have been clinically tested to be safe on your skin and will not lead to hair loss. 24:39 DMDM is no longer even in this formula, so it's a moot point. As always, my job is to educate you guys so you guys can make informed decisions on products based on evidence. I've been a TrustMA user for years and don't plan on stopping. 24:50 Because of all the misinformation spread Cool. I also have to wear the headphone. That's a very educated creator indeed explaining about what's inside the product, to take away worry that, that people have. 25:03 And the other, example is Create a Commerce or Search a Commerce, and this is a video that went viral on TikTok shop in the US, where we launched a new flavor for liquid IV. 25:15 So maybe you don't know this brand, but this is, powder with salt and electrolytes that you add to your water bottle when you sport. 25:23 In the old days, we also had IsoStar. Well, this is this is something similar indeed. And we introduced it with a new flavor from an ice cream, so, and it's called Popsicle indeed. 25:34 I will play the video. It's nothing special, right? She's just talking about her experience and why it's such a good deal to buy it now. 25:44 It went viral. We sold out on TikTok shop and also we saw a big halo effect because it became a top seller on Amazon in a couple of weeks time. 25:52 So normally when you introduce innovations, takes a lot of time, of course, to scale. You need to build it. You need to build your awareness and people to consideration and so on. 26:01 If you go viral, you can have yeah. Make this hype and, it can go very fast. Our water. I found the best hydrator. 26:11 It's got the Popsicle brand, the Firecracker Popsicle. It tastes just like that. We have a sale on TikTok shop. There should be a coupon for, like, twenty percent off and free shipping and makes it cheaper than buying it else. 26:26 So again, nothing special about it. It was very successful because it was from a very likable person that people could relate to and hence, if the algorithm picks it up then, yeah, you get more exposure. 26:41 I think this is the moment for brands to look into this because, as traditional brands, if you if you don't do this then there will be new brands built via these platforms, built via user experiences that, will be known, with these maybe younger generations and be very powerful in a short amount of time. 26:59 These are a couple of examples. So SkinTific is an example that was built via social in Asia, Southeast Asia. Skin brands, of course, very clear about their benefits. 27:12 Two or three years ago, maybe a bit longer, but a couple years ago launched indeed, already a hundred million turnover, and listed at all the key retailers there. 27:20 Can I just add something to that? Sure. I think it's really interesting if you look at the traditional retail landscape. Brands fought to be in the big grocers and the big beauty shops like Sephora. 27:33 It was like the ultimate destination. And now it's almost like the the final destination at the start of a very successful loop. 27:42 So it's almost flipped on its head, which is super interesting. So you've got brands that have spent years trying to build up their profile, their credibility, and their trust to then be allowed to sell at these retailers, whereas now the retailers are begging them to come into store because they've built success elsewhere on these other platforms. 28:04 And so I think that dynamic is so fascinating. And this is what social commerce is enabling brands to do. Very small budgets, huge audiences, massive buzz. 28:17 And I can imagine that there are a lot of brands, big corporates in the room thinking, gosh, we would love to do this. So, yeah, I think it's just fascinating that we have this example. 28:28 So thanks for sharing that. No. So indeed, and then the second example is made by Mitchell, maker brand from the UK, also launched on social. 28:38 The picture is the picture of the founder who has just, had his first display at Boots because it was listed at Boots. Boots is a very big drug chain in the in the UK. 28:47 And then P. Louise, Pink Louise, one of the most successful brands also in the UK, on social, but, this brand breeds social. 28:56 This brand breeds creators. She also has her own brand world and you you you smell it also if you if you see if you see the visuals. 29:04 But it's not only brands, it's also retailers picking up on this. So an example of of Douglas, but there are, of course, more retailers diving into this, with inspiring people, with videos, about products, about a certain theme, about Mother's Day, about the holiday season. 29:22 So how do you use these products? What does the end look? And I think that is also something that we will see more and more in the future. Amazon, of course, sees this and has Amazon Aspire where where they, experiment with. 29:33 And it's not only TikTok, it's also YouTube now going coming with a YouTube shop, which they just launched. So you see added those platforms also more and more serve serve the total funnel, not only awareness and consideration, but also the conversion piece. 29:47 And if this is not, this is not only about beauty, yes? So, yes, beauty is a trailblazer. I believe that because we have been working on this for a couple of years already. 29:58 But if you would look at this picture from Retail Economics, it would have looked much different two years ago. Sixty percent was beauty and you see that other categories are catching up very fast. 30:09 So it's also fashion. You can inspire, of course, very much in fashion, about home design, do it yourself, food and drinks, snacking. 30:18 It's also very big. Recipes, and then also, of course, electronics and and tech. Great example from Liquid Ivey. You want to speak about that? 30:29 Yes. Are you okay to drive? Oh, yeah. Sure. Yeah. Okay. Yeah. So in terms of how, Bazaarvoice has helped facilitate this, I think, you know, one of the best examples that we have, is LiquidIV. 30:44 We're really proud of this. If we go to the next slide, what what they, wanted to do, they approached Bazaarvoice. 30:53 And like most of our customers probably in this room, they approached Bazaarvoice with the primary driver of getting ratings and reviews for their d to c sites for the retailers to drive the lower funnel conversion, which is an absolute fail safe and a and a must have. 31:11 But as part of this campaign, we activated our everyday shopper community, Influenster, and we asked the shoppers, because the shoppers connect their TikToks and their Instagrams to the platform, alongside generating reviews to help with SEO sales on the on the digital shelf, we also asked the recipients to post on their socials. 31:37 And so what we were able to generate for Liquid I. V. Was, the standard eighteen hundred reviews but then also thirteen hundred posts on TikTok. 31:48 And the absolute silver bullet of this is because it's from our everyday shopper community, they also own the rights, Liquid I. V, to all of that social content. 31:58 So immediate content supply chain of authentic content that they could use and repurpose for performance across all of their other channels as well. 32:08 And so all of this content comes into our platform. Liquid I. V. Owns the rights to it, and then they were able to use it across other channels above the line, not just at the PDP to drive that conversion. 32:24 Next slide, please. Nice. And so another example of where they took the content that they would have typically just had for the digital shelf, they put it on their DTC site and in the form of the shoppable gallery. 32:40 So we were connecting the user generated content, videos from TikTok on their websites and then tagging their product catalogs. 32:48 And what we saw was that they saw a plus four fifty four percent, increase in time spent on-site. 32:57 And of course, that's not just about the shopper looking in and engaging. It's also driving their personalization algorithms, the ability to identify shoppers. 33:07 So all of the tertiary yet massively beneficial use cases, and as well as a plus sixty eight percent increase in, in average order value, when they interacted with the UGC or not. 33:21 So this content is so powerful, and a lot of the time brands are using it to just drive awareness and then not taking it and using it on other channels, because they own the rights to it. 33:32 So you don't have to pay for it again. And that's really what we're trying to encourage brands to do is to sweat the asset and drive the performance of that asset as far as it can go. 33:45 Awesome. Okay. So we've got another Slido. What type of user generated content drives the biggest impact, do you think, based on your experience so far? 34:06 Nice. Interesting that creators is low. 34:26 All of it. Power combo. Oh, yeah. All of it. 34:35 Fine. Next time we do this, I'm gonna have follow-up questions. 34:51 How many agencies do you use to do all of it? Unfortunately, I can't get a response to that. 35:00 Should have made a slider out of it. Okay. Now power combo Yeah. In the photos and videos. Very good. Yeah. Thank you, everybody. 35:09 Alright. So if you go back to, shifts in the funnel and it doesn't mean that the left is not relevant anymore. Of course it's relevant, but the right pieces are coming on top of that, I think. 35:22 How can brands be successful then? I think you need to look at a couple of elements. First of all, and this is not rocket science, but you need to know the rules of the game to win the game, I think. 35:34 Feasibility, content people see. If you don't get noticed, people won't see you. Desirability, content people love. 35:43 So maybe they see you, but it also needs to have stopping power and that people click on you, right? Consistency, how often do brands make pieces of content that they don't use in other pieces of the funnel? 35:57 I think that's a very big missed opportunity. I will speak more about that, but we also have the so called ninety five problem. 36:06 And that means that ninety five percent of the content that we generate is not effective. Five percent of the content that we generate is driving the revenue. 36:15 So you need to understand which pieces of content are effective and then amplify that and align that with your audience. 36:23 And then, it's about community. Community building. So creating content from fans for fans. 36:32 So if we dive into the first piece, feasibility, First, realization is that, the majority of traffic and sales is not from desktop. 36:44 So if we are at the office, we look at the desktop and then we design our campaigns and our, content, towards that. But it's coming from mobile. 36:52 So all you need always need to check that, of course, on your mobile. So, yeah, almost eighty percent of the traffic coming from mobile. What is it? Two thirds of the sales coming via via mobile. 37:03 So this is a very important device, of course. And this is a piece of, eye tracking research that we have done in the UK on laundry powder laundry. 37:14 And this is, yeah, what people see, and the time you have as a brand to make an impact, which is, of course, almost zero. 37:23 So that's two seconds. So you need to understand how do you stand out and how do you then capture attention on a very small mobile screen where people scroll very fast in a very busy environment. 37:35 The first thing that drives visibility, it's not our eyes. Yes, it's also our eyes, it comes later, but it's also the algorithm because in the end that determines what people see. 37:46 So, understand the algorithm to make sure that you end up on the I want to do this first and then I go to the other one, that you end, on the first page of your search results. 37:58 We know that everything below the fault or on the second, third, fourth page of the search results, yeah, not many people look at it. And then eighty percent of social impressions is coming from people who are not following this creator, because the algorithm recognizes that this piece of content is relevant to a certain persona and pushes it on their feet. 38:22 So if you know that, then you need to understand, okay, how do I then design and how do I win? And so in traditional pure play, it was intent driven. 38:34 So people wanted to buy shampoo, they walked into a physical store or they walked into the online store and then they searched in the search bar for shampoo, they get a list of shampoos ideally on the first page of the search result, they click it, and they buy it. 38:49 That's an intent driven journey, they need to win a search. Commerce social or social commerce is interest driven. 38:57 People are not often not searching for anything, they just scroll through the timeline when they are after work, sitting on the couch, or waiting for the bus, or, so then you need to capture the attention with something that's inspiring or interesting. 39:11 And then you need to win an engagement. So, what the algorithm looks at is engagement metrics. So the clicks and the shares and the saves and the comments and the watch time of a video. 39:24 And that's what you see here. So an intent driven journey has a different algorithm than an interest driven journey. And foundational to this is not only do I have the product in stock and can I ship it fast and do I make some money out of it, it's also what do other people say about this? 39:43 Because the algorithm wants to give products to people that are relevant for people and if you have more positive ratings and reviews, it recognizes that and it gives you credits. 39:55 And for video it's the same indeed. So it's also at a watch time of a video. If your video is not liked, the algorithm will recognize that very fast and you will, be killed as a video and then you need to come with a new video. 40:07 So therefore you also need a high quantity of videos because you never know exactly what's working. So ratings and reviews, very important. 40:18 A couple of elements that are very important within that quality. So, above four, below five, if you have five, it's not credible. 40:28 So ideally four and a half, four point six, something like that. Quantity, more is more credible. If you have five ratings and reviews, yeah, then not many people think this is a good product. 40:38 But If you have hundreds or thousands, yeah, that's super credible. And recency, nobody wants to see reviews of two years ago. 40:48 You want to see reviews of now because it needs to be relevant now indeed. And that's where Hetty can can help. 40:56 So we have, included a couple of case studies because if we think about it, ratings and reviews are table stakes. But they're very important when it comes to driving the algorithm. 41:10 And so what we do with our customers is build programs that look for certain milestones that we know either drive consumer confidence and therefore purchase, but then also how can we win in share of search. 41:28 Most of my customers want to be on the top ten in the first page of the search results, but then also drive that share of sale, overall at the retailer. 41:38 So if we go to the next slide I'm hoping they'll be here. Yeah. So, the two kind of primary case studies that I'm gonna run through are, one, how we worked with a snacking brand across a key promotional period with targeted seeding sampling programs at the time of launch and the impact that that had on Share of Search. 42:04 So this brand, wanted to test two hypotheses. One was volume of reviews and then star rating. 42:15 So product A looks at taking the average star rating from three point five to four point two and then driving the volume of reviews to drive the algorithm. 42:29 And so the results there were that we were through that very targeted campaign, we were able to move the search ranking up from twenty three to eleven, to increase the RSV by plus four percent. 42:45 But most crucially, these results lasted about a week beyond the actual promotion period ending. 42:54 So they were able to maintain search ranking, yeah, beyond their paid, kind of position. And the other one is a similar example where, they looked at taking the volume and the star rating, again, and we've managed to move that position. 43:14 So really, really promising, but again, very low cost. You just have to be organized. And so when we talk about table stakes, we want to effectively map your MPD but then also take a more data driven approach to how we work with each of the brands. 43:32 You know, twenty percent of your products might be driving eighty percent of your sales, in which case they have to stand out and be totally non negotiable when it comes to the competitive position. 43:43 And so the way that we work with our customers is to try and be very data driven in line with your product strategy to, seed across the year moments to help, hit the numbers. 43:57 And overall, there was a fifty two percent uplift in search ranking, after this campaign with this snacking brand, which is also quite unique because beauty is a huge category. 44:07 But food and beverage, you know, there are tactical ways to drive performance as well. And we're doing a lot of that, as well. 44:16 So the next kind of myth buster, if we move to the next slide oh, sorry. We get this a lot with our beauty clients who always ask, what is the tipping point in volume? 44:31 So, you know, is it five hundred? Is it three thousand? And you know, a lot of our customers, when they first built their and Unilever did this. 44:42 When they first built their programs, you know, ten years ago, said it has to be fifty reviews. It has to be, four point eight. 44:52 And then those benchmarks were set by global, and then every single local market launching a new product had to hit that guidance. But I think that guidance has massively changed based on what we know about algorithms now, but also that consumer perception of social proof and that herd mentality. 45:13 So for a big beauty conglomerate, we actually took a retailer and we ran a test. So we said, product a, we're gonna try and hit what we see as the, medium between competitors of five hundred in terms of volume. 45:30 And then product b, we're just gonna stick to fifty two, our standard. This wasn't you, Luba, our standard test. 45:39 And what was super interesting was that products with five hundred reviews had a much higher conversion rate, and much higher sales than products that had fifty reviews. 45:50 And so overall, there was a plus five point three percent, higher conversion rate with, reviews, that had five hundred or more and then a three hundred percent three fifty percent lift in sales. 46:04 And so I think, you know, there will be a lot of questions off the back of this. We can't do three thousand reviews for every single product. 46:13 It's not cost effective, etcetera, etcetera. So really, what we aim to do with our customers now is to sit down, plan across the the core portfolio. 46:23 So you'll hear Unilever say we need to get more from the core, which is our core ranges, but then we need to make our innovations absolutely fly off the shelf. 46:32 And so that's really where we take a data driven approach to what is the priority, what is the strategy for the year, and then how can we work in a very tactical way with you to to to effectively, meet that brief, in terms of performance. 46:49 And these are two really interesting case studies of myth busting, which is, can you really change the position on the shelf? Yes. Because of the algorithm. 46:58 And does more reviews drive drive sales? And, unfortunately, the answer is yes. Right. 47:08 Second element of visibility would have been sad if everything was an algorithm and not so. Luckily enough, it's also the eye. 47:16 Our eyes, I mean your eyes are more or less the same as my eyes and it's also the conversations I have internally because some people have different opinions but eyes, as a physiological way, sorry, they work the same, because ninety percent of the information, transmitted to the brain is visual. 47:37 And I wanted to give you a very short experiment. So how do thoughts come to mind? So if you look at this, I think everybody can calculate this by head or taking out fun, but it takes time. 47:54 And if you look at this, I think everybody immediately tells the emotion. So this is four hundred and eight and this is happy and the left one took you, I think, maybe ten seconds and the right one took you less than a second, so this is how our brains work. 48:07 And this has to do with the visual hierarchy that applies of course also to the digital shelf and to product pages. 48:15 So it's about colors, then shapes, then numbers and then words. So if you realize that and you look at the product page, I mean it was very lengthy but I took a couple of screenshots from my trust me Walmart product page, I think you can guess where the eyeballs go. 48:33 So probably to the pack shot and to the user generated photos indeed. Maybe then to the star reviews, but not so much to the text. And yes, you need text because some people read it and the algorithm checks it, but in the end people, yeah, the eyes are a bit lazy, I think, so they love to watch videos and look at pictures. 48:53 This is, not sure if they are in the room and otherwise a big kudos to them, this is, the number one best selling beauty item on Amazon US for many periods and it's a brand called CosRix, snail mushin. 49:10 Interesting. But, look at their digital strategy. So if you look at the amount of ratings and reviews, it's insane, and that helps, of course, with staying on top. 49:23 But also if you look at the type of content that's on their product page, this is about real videos of real users showing how to use the product and what the effects are. 49:35 It's about it's not AI photos or extremely beautified results. These are real results from real people, and that's what you see in the in the photos also, the before after. 49:46 And they also use it in their product comparison to be very transparent about, Okay, this is the range that we have, and this is what people think of all the different products. 49:56 So I think they do a lot of things very well. But this is one of the things that helps them to remain on top. Then desirability, content people love. 50:10 So, yeah, Hetty already explained it, about the best performing content isn't brand created. It's user created and people seek information and want to solve problems and have questions and that's what they are searching for or what they discover. 50:29 And this is for example, so if you know within your category what is then the type of visualization, what's the format, yeah, you can be more successful. 50:40 So this is work that we did within beauty. So we can already predict that with showing an end look, talking about ingredients, explaining via tutorial how to use the product, get ready with me, yes, a more lifestyle type of video about the product plays a role in the beginning. 51:03 Expert recommendations like in this case hairdressers, it's a good deal, yes, Still really important, of course, because a lot of people know what to buy and look for the best deal. 51:14 Product comparison and lifestyle videos, those are things that we know work really well. So if you know that and if you know that for your own category, then, yeah, you can leverage that, to create desirability. 51:26 And if you then talk about creators and if you talk about users or super users or whatever, understand their superpowers. 51:36 I mean, not every creator is good at everything, of course not. They have their own superpowers. As for some creators, some influencers, are very good at driving awareness. 51:47 Other ones are very good at engagement and keeping people in the video. And others are very good at selling. That's a skill, so different skill sets for different people, and therefore I also believe that you need to work longer time with creators, to understand and to partner with them, in order to use their and leverage their superpowers. 52:11 Great example, from Space NK with one of our prestige brands, Dacia, where we did a homepage takeover. 52:21 And on the homepage, we loaded social content. So, yeah, it should have been videos or visuals, but, these are videos of people using this product. 52:33 And that drives a lot of inspiration and desirability, Because, yeah, in real life, you look at what you buy. 52:42 And we didn't only do that on the home page. We also did it on the product pages, and on the social feed. So that's something that you could click on and buy the product. 52:52 But if you were on the product page, yeah, you saw the same videos on the home page, but then explaining that specific product that you are interested, in. 53:02 Yeah. And just it was it's worth noting that this, is Space NK using Bazaarvoice's social commerce, technology, and this content can come from anywhere. 53:15 So it could come from the paid creator programs you run with your agencies. It could come from sampling. It could come from any of the multiple activations that you do. 53:27 But having the glue to keep it in one place, in one platform, and then distribute it and connect the product catalog is the way that we make that shoppable for you and to actually make that content convert. 53:38 Of course, this is a d two c site, so conversion is a lot easier. But that doesn't mean that it can't be used, for example, like the Douglas example, to drive discovery and awareness and inspiration into different product categories, when a customer hits that site and is is in that discovery mindset. 54:01 Cool. Okay. Visibility, desirability then consistency across the journey. And I think we have a new slide now. 54:10 Okay. Yes. So at what part of the shopper journey does user generated content have the biggest impact in your opinions? 54:20 And I'm conscious of time, so let's We're good. We're good. Keep this going. Thank you. I've just thought of another question. 55:08 Yep. So all of the above? Yep. All of the below? All of the above. 55:18 Thank you, everyone. I know that felt a bit repetitive, but I think it just hits home, you know, when we look at the start starting point of how do we manage the conversation internally with our big organizations to get more investment in producing what quite often from a brand perspective seems to be risky content. 55:38 It's not polished, but ultimately, it is consumer first, and is really having its moment. So, thank you. And yes, I think you're all correct. 55:53 Okay. So, if we then look at, at the journey and I would say this is more or less the traditional journey. So, yes, in beauty or in, I would say, high if you buy a car, yes, then the journey is of course longer than if you buy, one of the other categories that I've used to work for at Unilever, then the journey can be smaller of course. 56:16 But in the end, people, that's how you drive awareness, consideration, purchase, and then, advocacy. But this is an ecosystem, of course. 56:26 I mean, it's not you cannot plan the first touchpoint. All the touchpoints need to work together because you never know which touch point is the first one and will drive the inspiration and the conversion. 56:37 I mean, it can be in store, it can be the digital out of home, it can be the podcast that you listen to. So this is how we want to look at it, from a touchpoints ecosystem. 56:53 Everything needs to work together and yes, you can understand which ones are more important than other ones, maybe some brands don't do podcasts or something, wellness that's big for example, but we also try to look at, okay, what are then touch points that have the opportunity, for user generated content, offer social content. 57:12 And if you look at that, you see that there are many touch points that, have the option for this. So that can also be in store, for example, because I think there's a lot of touch points which are still, in addressed by user generated content and this is about consistency. 57:30 So if you know the five percent that's working for your brand, and you only use to watch one touch point, yeah, you can be more effective, I think. 57:42 Some examples If we could just go back Sure. One thing I would say is you can only sweat these assets on these channels if you know that you have the rights to them and that your legal team have approved them, and that some influencer isn't gonna come after you because you've over extended the rights. 58:02 And that's where I think the balance of having automated rights that you know that you own ad infinitum along with a single central platform that allows you to manage the rights, remove the content when you've exceeded the rights, again, is is really the the brainchild of of what Bazaarvoice is trying to do to facilitate you sweating these assets. 58:27 And yeah. So I think that's an important it's no simple thing to do to use this content everywhere. But we try and make it simpler by giving you a repository to know that your content has approved legal, it's moderated, and you have the rights to use it on other channels. 58:48 That's very important. Otherwise, you can't operate. These are some examples, that we, do did, where we see an uplift, in the revenues also. 59:00 Also on digital ads, display banners, on the retailer website, in store. And this, the retailer site is a really interesting one. 59:09 So Unilever Homecare, we did a sampling campaign to get reviews, but then we also got the social content that they had the rights to. 59:19 And they put it on, the this TikTok video on the, actual PDP. And the results were really fantastic. 59:28 We got a good internal Unilever case study there, but, again, just the perfect example of how this content doesn't just have to live, in one campaign, on one platform. 59:43 So if you then look at Journey, now I understand the role of UGC, on those elements. So first of all, the inspiration, the discovery, it is your new storefront. 59:55 It influences the search rankings. In traditional pure play but also in source of commerce, it captures visual tension, then it creates desire, if you do it well, of course. 1:00:05 Inspiration, education, authenticity, and trust. And then, important of course drives conversion, plus a halo effect on other retailers. 1:00:15 It's not that, you do this in isolation because people remember that and the next time they encounter your brand they buy it or they buy it later. And then loyalty, so creating these communities by uploading, own ratings and reviews, photos, videos, experiences. 1:00:35 And that, brings me to the last element of how can you be successful by building communities, by building a fan group. 1:00:44 And this is a brand that we have acquired in the US. It's called K18. It's a prestige, hair care brand, and they have special technology to repair hair damage, so for bonding with a special patented molecule, that they have in their in their products. 1:01:05 And, it's a new brand, relatively new brand. And what you can imagine is that, of course, hair care is a very, fragmented, a very competitive saturated market, of course, because there's already lots of products and lots of brands available. 1:01:22 And the idea to be successful was by creating a community of hairdressers, so, or salon owners. 1:01:32 So hairdresser is like a doctor, if heshe advises you something, then a lot of people will, will take it over because that's very credible, of course, because he or she knows what she does and they also don't recommend anything. 1:01:45 They recommend only products that they stand behind. So that's what we did, building a community of hairdressers, advising our product, and that's how we do it then via our own channels. 1:02:00 So creating content that's explaining, that's edutaining is how we call it, catering to trends, of course, earned. 1:02:09 So we try to work with the hottest creators online. And also if a piece of content works, we amplify that, we use that more. 1:02:18 And then with a relatively new team, it's a community team, managing the conversation with users. If people have questions, if they have comments, yeah, we want to respond and we want to respond faster. 1:02:31 There are people working on that in order to really build those relationships and not be silent, but be really, in conversation with users. 1:02:42 And it's positive and negative. I mean, yes, of course, it's good if people are positive about your product, but there will also be negative sentiment of course, because this is social, you can't control everything and that's good, right? 1:02:53 But it's also about how do you cope with it, how do you manage that as a brand, I think. And this is some videos of, and these went all viral by the way, this is some videos of a lady in the US and she was using a do it yourself bleach product, into the shower and you will see it, I will show the video, but she was losing her hair. 1:03:19 Let me show you the first video. She was losing her and it's painful to watch, and it had, I believe, more than twenty million views. Oh, I just picked my hair up and that's what's came out so far. 1:03:36 So I quit pulling it out. That was just one little tug. So all my hair is gonna come out. 1:03:45 I was so happy that my hair was getting so long and I I think I think you get it but I mean, how painful, So you've invested in this, you want to make yourself more beautiful and then this is, this is the result. 1:04:02 So this was picked up by the community team, and what they did is they reached out to, two hairdressers that we cooperate with in LA. 1:04:15 This is a US example. And, yeah, have a look at the following video. Steph, we just saw your video and we really feel for you. 1:04:29 My name is Alfredo Lewis. And my name is Alex. We wanna save you. I'm a master hair colorist. And I am a master hair extension artist. 1:04:37 We want to fly you out to Beverly Hills ASAP On us. On us, and we want to help get your hair back on track and get you to that long summer blonde hair goals. 1:04:52 We've already DM'd you on Instagram. So make sure you check check your Instagram We're gonna do it here on TikTok. We just can't because we need to follow each other. 1:05:01 So we Please reach out to us. We know how traumatic something like this can be. Absolutely. Well, hang in there. We know how traumatizing this was for you. We really felt for what we saw in your video and we wanna help. 1:05:11 We can't wait to see you. Check your Instagram DMs, girl. We're waiting for you. Left. Pack your bags. You're coming to LA, baby. So, and she responded. She responded to this. 1:05:23 And, she was flown to LA, to this salon with these two, experts. And, yeah, what they did is, of course, they treated her, with KAG products. 1:05:35 Hair disaster transformation. But in the end, they restored her hair. Damaged hair I have ever worked on. Steph actually dyed her hair brown and then tried to bleach it to blonde, and about eighty percent of her hair broke off at home. 1:05:48 This is the color part. After doing multiple test strands and having her repair her hair, what I did first was I filled her hair with triple g. 1:05:57 It was so important to fill her hair with gold. She had multiple bands and different colors throughout her broken hair, and the porosity was so off. 1:06:06 After that, I did test strands using golds, neutrals, you name it. We said a little prayer, and we came in with the, pH, maintenance shampoo really to restore the pH. 1:06:17 And then the mist, of course, restores that elasticity to the hair and then came in with the mask, which is great to do before any toning service. I obviously used all Yeah. 1:06:26 I think you you you get it's pretty long video, but twenty seven million views, also went viral. Yeah. And I think this is so if you are on that and if you build those communities and if you are in conversation, what can you then as a brand do, how to turn something that's really painful or negative into something that's a positive experience? 1:06:45 That's what we try to do with, with this. And can I just, jump in there? Am I right in thinking that the success of how k eighteen used social to grow their brand so quickly has now led for there to be a mandate across pretty much every Unilever brand that social first narrative is This is I think yeah. 1:07:08 So I think this is indeed about not being, the corporate traditional marketeer sending the brand messages across, but really go in conversation with, with your users, and and and help them indeed. 1:07:20 Positive experiences and turning negative experiences around. So, indeed. Yeah. Yeah. And it's interesting. A lot of the work that I now do and we we now do together is sort of how can we respond to cultural nuances and trends, and produce content quickly at scale to drive those algorithms, but also to flood flood the the platforms with Yeah. 1:07:44 No. Relevant content. Definitely. Yeah. Okay. Cool. 1:07:52 So this is, my final slide. So, I think also questions for you, and for your brand, or at the business that you work on. 1:08:03 Do you believe, that what others say is critical for modern brand and commerce success? It's not only marketing, it's also sales, it's everything together, but do you believe that, what other people say about you is is important? 1:08:19 Secondly, does your strategy match this, or do you need to review this? What is the golden standard indeed that you, that you want to have for your brand and then do you live up to that? 1:08:31 And what can you do to step up If if it's missing, what are elements that you can improve on? What's already going well, in order to not only increase the budget, but also to rethink the marketing system behind this? 1:08:45 Hetty? Yeah. And I think just to wrap all of this, this out, we, of course, as I mentioned at the beginning, have been doing this for twenty years. 1:08:54 We've evolved to meet the market needs, and we would love to talk to you. But we also have left time for some q and a. So if we could jump to the next slide. 1:09:03 I think there's a QR QR code. I don't actually know how No. We don't use the QR. It's with a hand mic. It's with a hand mic. Yeah. Okay. What's the time? 1:09:11 The the next slide is a shameless self promotion. So, happy to connect, happy to continue the conversation. 1:09:20 I'm super passionate about this. And Hetty is even more passionate about this, so, feel free to reach out, and make some new new friends. 1:09:30 And we can do q and a indeed. Yeah. Perfect. Great. Does anyone have any questions? I think we have to switch mics. Sorry. Thank you. 1:09:59 And then an Do you have to wear the headphones? 1:10:09 Nice. Thank you. And then I think we need a mic. Irina? Sorry to point. Just waiting. 1:10:29 It is actually. Oh, nice. I mean, you just choose who's going to answer, but I think, I'm sorry. I have thank you very much for the presentation. 1:10:38 First of all, I have a very boring German questions about data. And you mentioned already, the legal aspect of it. 1:10:47 How do you make sure in your campaigns, and and you work together, if you can maybe specify a little bit that, as you said, the content which is created is legally allowed to be used on several platforms. 1:11:00 How do you make sure that you have terms and conditions that people tick the box or whatever? Yeah. Thank you. Yeah. I guess that's one for me. 1:11:10 And then maybe you could talk about yeah. What you leave it us. So, in terms of how we would do that, we take your legal lang can you hear me? 1:11:19 You can't hear me? I can hear myself very well. I can hear you as well. Okay. Yeah. So we would just work with your legal team. 1:11:29 We have, existing legal t's and c's language that we put into our campaigns. But we can also adapt that to your specific business as well. 1:11:40 So it's balanced. But, yeah, effectively, we would specify which platforms we could use them on depending on which of the country regulation or what would it needs. 1:11:52 So in the UK, for example, it might be more lax. We could say we could use it on all third party channels. In Germany, we might have to specify what those are, and we would then integrate that into all of the t's and c's for our campaigns. 1:12:04 And then also, if you wanted to elevate that even more, we could put it in the actual tick here, for example, workflow. 1:12:13 So, yeah, that's how we would facilitate it as a tech business. How do you do it, Eric? So, first of all, where do you work? 1:12:22 Do you want to say that so that I have a bit of context? Okay. Okay. Okay. 1:12:32 Okay. Yeah. So let me answer that. Do you hear me by the way? Yeah? Okay. Now, so this is a new world. 1:12:43 So let me answer it a bit broader indeed. This is a new world and, you have less control, of course. So in the old world, you briefed the television commercial and you could control everything. 1:12:51 This is, of course, very different. So, we have brand guidelines. So what's the playing field of a brand? What do we allow? What do we not allow? 1:13:00 I mean, if if somebody, post a video, a violent video with a product, that needs to be taken off, of course. So we have brand guidelines, but that that needs to be broader than in in so that's the conversation you need to have with the internal teams. 1:13:15 That's one. And secondly, yeah, you need to have very close, partnership at legal. So the example that I discussed about k eighteen, about community management, legal is part of the team. 1:13:26 So legal is on call. So if you see something happening, you you post a WhatsApp to your, team group, and then legal dives into that. 1:13:35 So this is, of course, changing because in the old world, yeah, it could take days or, I don't know, weeks to respond. This is rapid response. So you need to design internally your teams, for that. 1:13:44 Yeah. Yeah. Any more questions? Hello? Hi. Hi. 1:13:57 I have a for a company named I'm sorry. Do you do you hear me? Great. Is the mic on? Yeah. Yeah. Do do you hear Do you hear it? Yeah. I hear you. 1:14:05 Okay. Okay. Maybe you can repeat. I hear you. Great. Yeah. I was, I was wondering how your process is like, in distributing content. 1:14:18 I guess it involves a lot of, processes like checking legal rights, storing creatives, and then, you know, creating captions for Instagram and so on. 1:14:29 I was wondering how you streamline that process. Yeah. Thank you. So from a Bazaarvoice technology perspective, we have, first of all, it's about getting the content in the platform. 1:14:43 So we, integrate with the social platforms, pick up all mentions, tags, at mentions, hashtags. 1:14:53 If you're working with any other agencies, they can upload content with certain, rights appended to them, etcetera. But then we have a combination of, GenAI and human moderators that will moderate the content in line with the brand guidelines that Eric's spoken about. 1:15:11 So when we actually set up the process itself, we take the brand guidelines at the start and then that forms the basis for how we moderate the content. 1:15:20 Rights request, we can do auto rights requesting from users. And we can also give the brand power and their community teams power to request those rights. 1:15:31 Those, rights are then stored with the appropriate timelines, etcetera. And then where Bazaarvoice has a connection to distribute the content, we will distribute it. 1:15:41 So to the d two c site, to the retailer site that has the technology to to display it. But then also, anyone can log in. 1:15:50 We can, give access to third parties so that they can take the content with all of the metadata around the fact that it's approved, it has rights, etcetera. 1:16:00 And that's how the process from a tech perspective works. I'll let Eric talk about his actual process. I didn't get the question because it wasn't working. 1:16:10 The question was, how do you, streamline the process from, like, moderating and then send distributing the content to the different sales channels? 1:16:23 Yeah. That that varies. I work in a big company, of course. So some brands do that themselves. They fit, the content or the people that they work with are the creators. 1:16:34 Sometimes it's, it's an agency, who does that. We have also, agreements with platforms, with social platforms. 1:16:44 What I just also discussed, it's not about rights, but again, about violation of, things on on the ad. The platform takes it off, of course, because we don't want it. 1:16:53 And then, yeah, how to use the content. Bazaarvoice is a big partner. Different brands have different agreements indeed. But, that's what we try to do. 1:17:01 We really try to measure what is working and what is working within that piece of content and then, align that towards the right audience. 1:17:10 So if this is something about, I don't know, an ingredient, vitamin c, and then we try to align that to people that search for that. Yeah. That's how we try to do it. 1:17:19 So be relevant and, but within guardrails. And sorry. I will just add, it's not about rights as well. We can also tag to a certain category level and even SKU level because we have the product catalog on the SKUs. 1:17:32 So that's what's really cool as well is the content's moderated from a rights requesting perspective. But where we can, we'll actually match the product catalog information so that your teams can go and easily find user generated content for an individual SKU level or a category level, product, basically. 1:17:53 K. Any more questions? Any more questions? Can you hear Eric? Can you hear me now? Yes. We can. Thank you. 1:18:04 User generated content works because of its authenticity authenticating. By doing all you're doing, is there a risk of, compromising that authenticity? 1:18:19 And how do you mitigate that risk? It's a great question. Thank you. So, we have a few different ways. 1:18:29 I think, it's fair it's a very fair point. And I think I put a slide up which was labeling content and and being as radically transparent as you possibly can be. 1:18:42 So, it's funny. We're actually trying to build our own authenticity stamp that consumers, that consumers recognize. 1:18:53 So if you've seen any of our tech ratings and reviews technology, you'll see a powered by Bazaarvoice. And that isn't for the retailer. It's actually for the consumer. 1:19:02 So we are trying to build up our own brand of stamping content that's been approved by Bazaarvoice as, a neutral third party. 1:19:13 Some brands don't like that because it's not on brand. So we encourage as part of the partnerships that we have with them that they have to label it. 1:19:22 And what's really interesting is specifically for reviews and creator content where they receive a free product. Certain countries have regulation to say it must be disclosed that this was a free gift, and that, you know, it's a promoted, or incentivized experience that that consumer is having. 1:19:43 So I think that's sort of how we so far are, mitigating the risk of of it being inauthentic. But we would also say that we're trying to get our brands to use everyday people. 1:19:57 Not, you know, that have big followers and actually get eighty percent of their content from literal the Avon model of, you know, my next door neighbor, as opposed to, you know, the the hundreds of thousands of followers. 1:20:10 So I'd say that's the mix, at the moment. Yeah. No. Let me try it. So, I think the biggest risk is that, if you make all get ready with me videos, and if you all have, a thousand four and a half star reviews, you end up in the same of seeness. 1:20:30 Sorry. In the sea in the sea of sameness, and that's not what you want. That's why you also want to stand out. What I try to build is, I always say this is then the hardware of, for example, social video. 1:20:43 What is the hardware? So get ready with me can be the hardware in the sense of we know it's working, we know people like it, so let's do more of that. But on the hardware, on top of the hardware, you also have the software. 1:20:54 And that can be, for example, the specific creator. So what's her secret sauce to make this engaging for her audience? 1:21:03 I mean, influencers and creators are brilliant marketeers. That's why they are so successful, I think. They know exactly what resonates with their audience. 1:21:11 So we try to let them, of course. And then you have, yeah, your specific brand and creator software on top of that piece of hardware, indeed, in order to be, yeah, to distinct yourself, from other products. 1:21:29 Right? Yeah. We can do, the two questions, if there are questions. And yeah. 1:21:38 You're in the corner. Oh, yeah. Hi. Andre Levaskiewicz, Mueller, The Direct Company. I was wondering whether you amplify the content that we produce. 1:21:49 And if so, how you identify pieces of content that should be amplified. Yeah. No. So so, yes, indeed. We amplify, as much as possible, to sweat the assets, what they say so nicely. 1:22:04 We try to measure. So I mean, this is super data driven. So we try to to learn, learn, learn. So what's working? What's not working? What's sticky? 1:22:14 So within videos or within images, yeah, we try to distinct what are then the elements. Is this about the ingredient? Is this about the way the product was shown? 1:22:22 Is this about, I don't know, the end result, that you see with a specific hair style? So we try to measure. And then yeah. 1:22:32 There's the ninety five five percent, example that I gave. We try to amplify that to, yeah, to more touch points for consistency and, to improve, the effectiveness. 1:22:46 Did Eric answer your question? Okay. Thanks. I think there was another question over here. Hi. Kirsten here. Thank you for taking my question. 1:23:01 I was curious. There are so many providers out there right now that, use AI technology to, create user generated content based out of AI figures. 1:23:12 How do you see the landscape of user generated content changing then with that software being in place? I can take that one. 1:23:22 Thank you for the question. I mean, from a non bizarre voice hat, it absolutely terrifies me. I think that, eventually, the, responsibility will fall on the companies and the brands using those means. 1:23:42 And in my opinion, the risk is too high of consumer distrust. Social is a platform where you can get canceled pretty much overnight. 1:23:53 So, you know, the power is in the consumer's hands. So I think that to Eric's point about being very careful about how Unilever, for example, set the example, of using Gen AI to do pack shots and, you know, product brand led image, content versus actual consumer experience. 1:24:16 It's gotta come from the brands. But I also think that I mean, I don't know if I'm answering your question because there are a lot of platforms. 1:24:24 But But I think the platforms will only be used if the brands want to use them. And I caution every brand that the consumer will, based on all of the data that we've just shown, have very high expectations of, authenticity and trust, in that brand. 1:24:43 And if they don't and they have a bad experience, not only will that spread like wildfire in terms of reputation, I think that there are other options where brands are putting this front and center and actually being extremely authentic and badging their content and doing the right thing that, you know, if there are mishaps, the the commerce will be driven to the brands doing it right in a trust trustworthy way. 1:25:09 So I think what we can do is help brands create this content at scale, label it, and be, you know, the fountain of the trust mark. 1:25:18 But it's a really risky space, I would say. Yeah. No. So, I think, first of all, you can't be you can't operate in a social environment, without AI. 1:25:30 I mean, it's super fragmented. You need lots and lots of content. So you need AI indeed to to help you. But you need to be very considerate about where do you use it for. 1:25:40 And there was a great example also when we entered, from Dov, one of our brands about real beauty. Real beauty is not showing fake models. 1:25:49 It's showing real people, of course. So that is distinction that we made indeed. We said, okay, if we want to be relevant, for example, I don't know, with Mother's Day, and we want to serve a piece of content, that's that's that's tagging into that, then maybe you can have the the back shot or the background generated by AI, but never a person. 1:26:08 That always needs to be real. And that's also user generated content. That's not AI bots, but that's indeed real people. And, yeah, we also believe there's this counterbalance. 1:26:17 I mean, people get very skeptical about AI. And therefore, lots and lots of people will also look more to real, experiences. 1:26:26 Yeah. And hopefully, we we explained that today. So I think we are done now. Right? That's yeah. Alright. Thanks so much. Thank you so much, everyone. It was awesome.
