Influencer Marketing: A Case Study
“Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising. And of those that were acquired through word-of-mouth they had a 37 percent higher retention rate.” – AdWeek, 10 reasons why influencer marketing is the next big thing, July 14, 2015
Lindsay MacKenzie, senior communications officer at CBC Manitoba, talks about #CBCatSIX, a successful Influencer Marketing project that contributed to boosting CBC Winnipeg News’ market share. She shares the building blocks to pull-off your own event and discusses why Influencer Marketing is quickly becoming the ‘next big thing’ in a communicator’s toolbox.
When: Tuesday, June 7, 2016 — 11:30 am – 1 pm
Where: Radisson Hotel – 288 Portage Avenue, Winnipeg MB
Lindsay MacKenzie is a marketer, brand loyalty builder, fashion enthusiast, closet opera singer and a senior communications officer with CBC Manitoba.
Her professional footing came from organizations such as the Winnipeg Goldeyes Baseball Club, Winnipeg Symphony Orchestra and Abbotsford Heat Hockey Club. Working in sports, she learned the value of memorable audience experiences. Connecting people emotionally with the brand is a sports marketer’s secret weapon because it is always more dependable, than a team’s win-loss record. The sports arena was a great training ground for her role with CBC Manitoba.
At CBC Manitoba, Lindsay’s accomplishments are being a part of the station team that saw local CBC Radio One shows move to #1 in their timeslots and growth in share of CBC Winnipeg News. She has worked on influencer events such as #CBCTweetUpMB, #CBCBackstagePass, #CBCatSix and other. She has trained and led a team of Brand Ambassadors who are community connectors engaging audiences with CBC’s brand at events. Lindsay is a skilled social marketer who continues to grow brand loyalty through new and emerging social tactics, such as Facebook Live, Storify, and Periscope.
When she not showing her #loveCBC, Lindsay is completing her Royal Conservatory of Music Diploma in Vocal Studies and won a Gold Medal for grade 10 Voice. Her happy place involves travelling abroad to Europe and in particular walking through the Tuileries Gardens in Paris. She is mum to an eight-year-old Great Dane, Moolah and auntie to a chicken nugget and peanut (otherwise known as Layla and Heidi).
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