Most beauty brands invest heavily on traditional advertising, as you can tell by opening any women’s magazine. You will probably find several make up and fragrances printed ads in most magazines. However, the same beauty brands recognize that Facebook is now playing an important role in advertising and more generally in e-commerce.
A lot of beauty bran
ds are very active on Facebook because they identify it as a valuable source of engagement and community creation. Facebook is not a sales platform but rather a tool to engage with customers and a way to leverage the company’s branding and awareness.
Famous cosmetics companies that are really active on Facebook are MAC, with 8 million followers, Sephora with its 6 million followers, Lancome with 5 million followers and Nars cosmetics with more than 1 million followers.
NARS Cosmetics and Facebook
NARS took Facebook leveraging to another level! They understood Facebook potential in terms of engagement and decided to launch their NARS Andy Warhol collection exclusively through social media and not by traditional paid advertising..
They created a Facebook NARS profile make over App where its users could upload their facebook or desktop photos or take photos with the webcam and then edit them in Warhol style. NARS would then incentives its App users to set the Warhol style photo as either their Profile picture or cover photo or even both according to the user’s own preferences.
This very short video shows how the app worked.
NARS’s director of digital media’s decision to advertise its campaign exclusively through social media proved to be extremely successful! The App users were a limited number of individuals but the results in terms of engagement were huge. The users were spending on average 7 minutes on the App and 5300 images were created as a result of the campaign.
The campaign could have been even more successful if it had been integrated by Facebook paid ads which would have probably increased customer engagement even more.
Read more at:
http://mashable.com/2011/08/01/beauty-brands-facebook/
http://mashable.com/2012/11/13/nars-andy-warhol-facebook-app/
http://mashable.com/2013/01/31/nars-andy-warhol-facebook-app-results/
Branding is critical to business because of the overall impact and makes memorable impression on your consumers. IT Brain services will help your company to build trust with consumers, potential clients and customers with Social Media Marketing Solutions