It’s no secret that in order to survive as a relevant beauty brand, a strong online presence is necessary. Visually stimulating websites, engaging social media content and sales driven email marketing combined are the driving force of a beauty brands existence online. However, content lacking creativity or an online presence without personality doesn’t amount to much. The beauty industry has seen an exponential surge in social marketing over the past decade. In fact, advertising in the beauty industry especially, can be considered a form of entertainment.
So, in steps a strong, cross-channel marketing campaign. Make-up tutorials, YouTube personalities interacting with products, contests and box reveals, the list goes on of how the beauty industry has evolved recently to appeal to a new, technologically savvy generation. What the top beauty brands always have in common when creating campaigns across all these online channels is this: a unified message.
Here are 3 campaigns of 2016 that gave us a crystal clear message and entertained us at the same time.
1. Birchbox’ “Modern Day” Campaign
Back in May, Birchbox released a six-week campaign on Instagram and Facebook that was meant to target their largest consumer base: busy, successful woman who need beauty products that fit with their schedule. Or in their words, the “Discerning Multitasker”.
They included Lauren, a police officer with three children and Christine, a lawyer. Their stories were told through individual videos to non-subscribers and posted on the two social channels. Facebook advertising would then lead the consumer further down the sales funnel depending on different factors, like whose story they engaged with and how long they watched the video.
This was a well-researched and incredibly targeted approach by Birchbox. According to Amanda Tolleson, Interim Chief Marketing Officer at Birchbox, “We saw that our business model was naturally attracting a different type of beauty consumer — a group of women who have a more casual interest in beauty and were underserved by the industry (which traditionally caters to the higher-spending beauty aficionados),” said Tolleson. “They actually make up the majority of the population and we were getting her to engage with us and change her spending habits.”
What was interesting about this campaign is that it was focused solely on the two social channels and mobile. The Birchbox team’s success will be comparable to their traditional TV spot ads.
2. Dove’ “My Beauty My Say” Campaign
Watch the promotional video to the campaign here.
Dove has made a name for themselves over the past decade with their campaigns empowering woman and shifting the conversations around what it means to be beautiful. They’re back at it again with their 2016 #MyBeautyMySay campaign which, according to advertisingage.com, reached the number one spot in the viral video chart with 10,575,885 views for the week of July 19th 2016.
What is genius about this campaign? It has a clear message that Dove’s audience relates to, and encourages women to share their beauty stories via the single hashtag #MyBeautyMysay. It’s simple. It’s effective.
The hashtag isn’t platform specific, the engagement can happen across many different platforms and add on to its success the viral nature of the video…and you got a solid producer of brand awareness.
3. NARS #WHATMAKESYOUBLUSH Campaign
Similar to Dove, NARS has revamped a concept they already had and created a single hashtag around it. Their Orgasm blush is boasted as the number 1 blush cosmetic in the US and this past May it received a makeover. For the new re-packaging of the original Orgasm blush they launched a hashtag campaign #WhatMakesYouBlush along with other forms of traditional advertising to create a buzz around the new limited edition jumbo pallet.
What’s brilliant about this campaign was its simplicity and the message behind it. #WhatMakesYouBlush simultaneously celebrates the legacy of the pallet and, by association, the NARS brand while bringing it into the modern public’s eye. Throw in a dash of exclusivity by only selling it online and in NARS boutiques and you’ve got a huge hit. NARS pallet will not be sold in specialty makeup stores until a month after their exclusive online and boutique offer.
This hashtag is functional across all social platforms and does a fantastic job of supporting the other elements of NARS’ marketing mix to create awareness to a new public.
When creating a cross-functional campaign it’s important to have a precise message and to give your audience a clear call to action (or call to sharing) by using creative hashtags/ other forms of content. What message do you want to send to engage your audience for your beauty brand? See how Allo Beauty can help you create a successful beauty marketing campaign.