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Category Archives: Case Studies

Sephora – 15 Days of Beauty Thrills – Case Study

Sephora-LogoSephora is a French brand and chain of cosmetics stores founded in Paris. The chain includes more than 1,300 stores and 17 countries. They carry more than 250 brands including their own. They offer beauty products including makeup, skincare, fragrance, hair care, bath and body products, and hair and make-up tools. Their mission statement is “to build the most knowledgeable and professional team of product consultants in the beauty industry.” Here is a link that Mashable wrote about Sephora’s successes in this campaign: http://mashable.com/2012/06/20/sephora-15-days/.

Sephora has a Facebook Page, Twitter, Youtube, Tumblr, and a Pinterest. The campaign that I chose to Screen Shot 2012-12-02 at 3.05.41 PMevaluate was on their Facebook Page. I think that they do a great job connecting to their audience and keeping people involved and interested in their products and their message. One strong aspect of Sephora’s Facebook Page is that they are posting pictures, deals, beauty tips, and special product profiles every single day. This type of posting and interaction helps them to interest their audience and what to learn more.

Sephora has 4,503,382 likes, 159,329 people talking about Sephora, and 1,130 people who have visited the site without liking it. On their Facebook Page they have links to their website, twitter, iphone app, pinterest, youtube, tumblr, and their instagrid. They also have a engaging about page that has a social media policy set in place for their fans. They have all of their products listed along with photos that they post every day, events, and different pages available for all of their deals and offers. They interact with their fans Screen Shot 2012-12-02 at 3.04.58 PMfrequently and ever post that they post on their Facebook have between 100 to 10,000 likes with about 100 shares each. Also, he has 522,000 Twitter followers and 30,000 Pinterest followers.

The campaign that I found for this project was Sephora’s “15 Days of Beauty Thrills” that ran in May 2012 . This campaign offered a sweepstakes at the end along with smaller special thrills throughout the entirety of the campaign. Some of the large “thrills” included a Fiat tricked out with Gucci interior, a trip to the Make Up for Ever Academy in Paris, and a $5,000 shopping spree at Sephora. There were daily “mini-thrills” that were offered daily that took the form of a small gift included with any online purchase. The purpose for this campaign was to increase their online presence while launching their new Screen Shot 2012-12-02 at 3.06.22 PMwebsite. The campaign lived on Sephora.com and they ran promotions in their stores and on their social channels. They did special things with Facebook by using a fan-gated app. On Facebook, fans learned about the next day’s thrill at midnight. This gave incentive for people to “like” their page so that they can view this exclusive information.

Their Facebook ad campaign targeted women between the ages of 18 and 35 who were interested in beauty and fashion. They had a great response and they grew their fan base to six times their normal rate. They saw a larger increase in sales than what they normally saw on Facebook. The three largest things that made this campaign successful was that it was a great campaign, there were exclusives on Facebook, and they created an ad that brought awareness to the Sephora brand, the Facebook Brand Page, and their website.

I found this campaign to be very interesting. I have seen these types of campaigns before but none that have been executed this well. I am a big fan of fashion, makeup, and beauty so I thought this would be fun to learn more about. Since this campaign, they have had many more successful campaigns and they are growing their name in the social media world. I learned how important it is to be seamless when creating campaigns and how if you have continuity throughout all of your channels during a campaign, it could make all of the difference.

 
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Posted by on December 2, 2012 in Case Studies

 

Kraft Food’s “Mac & Jinx” – Case Study

Kraft Foods is a food brand that is recognized worldwide. On their “About Us” page on their main website, they have an image of quick facts about the company. Their mission statement is “our mission is to be North American’s best food and beverage company. Our company has a great heritage that we’re building into an even greater future.” Some of their interesting facts include that they have $19 billion in annual sales and that 98% of North American households have Kraft brands in their pantries and refrigerators. Below are some more interesting facts.

Kraft has both a Facebook page and a Twitter. The campaign that I chose to evaluate was on the Twitter platform. I think that they do an outstanding job with connecting to their audience and keeping people involved and interested. One strong point to their presence is that when a fan tweets them, they almost always tweet them back in a timely fashion. This type of interaction and communication make their audience people important to the brand itself.

Kraft has 40,457 followers on twitter and they currently have 8,088 tweets. It looks like they try to tweet every single day and they have a consistency involved. Kraft tweets about recipes, products, and different uses for products, pictures, contests, and cool opportunities. Kraft is following 6,076 people and they interact with them frequently.

The campaign that I was struck by for this project was Kraft’s “Mac and Jinx,” beginning in March 2011. This campaign used Twitter to encourage people to tweet something with the phrase “mac & cheese” in it at the same time. Kraft would go through and identify the pairs and send both sides of the pairs a link. The first one to click on the link and give Kraft their address got five free boxes of Mac & Cheese plus a T-Shirt in the mail. According to the Barn Raisers, “this campaign took advantage of the real-time nature of Twitter boosting the brand’s Twitter followers by 400% and at one point gaining over 300 mentions of “Mac & Cheese” per minute on Twitter.” Also, the phrase “Mac & Cheese” became a trending topic almost immediately. What they created here was incredible and it received a great buzz. I think that the goal of this campaign was to get people talking about their products. They succeeded in this.

I found this campaign interesting because it was something I have never seen or heard of before. They took a leap into the social media world by trying something different. They had a couple of other campaigns to follow and I am sure more to come. They do a really good job connecting to their fans and communicating with them in a way that gets them involved and makes them take action.

 
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Posted by on October 11, 2012 in Case Studies