Estee Lauder Takes Their Marketing Online in China
Other than having a great ecommerce website, Estee Lauder has adopted the new social networking standards of marketing by having a Kaixin001.com Account. The company has been a cosmetic icon since the 1940s, so the page is not focusing on brand awareness, but rather having a forum where customers can communicate about their product experiences as well as keeping their customers engaged. Realizing that social media has been a great medium to communicate with their customers, Estee Lauder recently launched a campaign to promote their social media presence by offering free night repair to women and providing them beauty shots to use on a website, blog, or social site. They have also managed to feature the company logo as a background on every picture.( Kaixin001 (www.kaixin001.com), a platform designed for a more mature audience of young professionals, has a membership that is heavily dominated by white collar workers in Beijing; Guangzhou, Guangdong; Shanghai; and second-tier cities.-by Thomas Crampton )
The campaign will help Estee Lauder promote their product while helping the consumer look and feel better about themselves. Giving away a free service that helps the customer and promotes a good feeling in conjunction with your product is a great formula for success. Social networking will play a part by spreading the word when many beautiful profile pictures begin popping up with the Estee Lauder logo.
Estee Lauder created a high level of engagement with its customers through the company’s use of multiple social media tools in China. A successful social media campaign hinges on great content that creates excitement and buzz among customers. Excellent content has five characteristics-it should be relevant, personalized, interactive, integrated and authentic.