colourpop cosmetics - social media strategy
TRANSCRIPT
Kristel Curameng
Table of Contents
Ch. 1 — Company Description
Ch. 2 — Target Audience DescriptionCh. 3 — Business Goals
Ch. 4 — Social Media GoalsCh. 5 — Key Social Media Strategic Messages
Ch. 6 — Description and Examples of the Brand’s VoiceCh. 7 — Competition Social Media Audit/Analysis
Ch. 8 — Campaign Idea No. 1: HashtagCh. 9 — Campaign Idea No. 2: Pillar Campaign
Ch. 10 —Campaign Idea No. 3: Gamification/Example (Instagram)Ch. 11 — Sample Newsletter A/B sample and Analysis/Results
Ch. 12 — Influencer ListCh. 13 — Sample Influencer Pitch Letter
Ch. 14 —Three Content ExamplesCh. 15. —Ethics Guidelines
Ch. 1— Company Description
ColourPop was born, raised and made in the City of Angels. Our company prides ourselves on being wallet friendly and bunny approved. Beauty trends come and go, so it’s our priority to
keep up with the ever-changing industry without breaking the bank. ColourPop commits in delivering luxury formulas in every shade imaginable for our loyal ColourPoppers and
ColourPopettes.
Ch. 2 – Target Audience DescriptionWho are they: 80% Females - 20% MalesAge: 20-Late 40sIncome: 19K-90KEducation: N/A - College Degree
Where are they shopping? - Nordstroms, J. Crew, Banana Republic, Bloomingdales, Saks,Unique Boutiques, Whole Foods, Trader Joes, TargetLoves/Likes - Shopping for trendy and new arrivals pieces in clothing, and sometimes shoppingfor the occasional name brands. Always looking for exceptional customer service.Favorite (Music/Foods/Animals/Etc.): Pop (Top Hits), Pasta, Seafood, Dogs, and CatsHobbies: Working out, sight-seeing, binge-watching Netflix shows, outdoor activities, winetasting,concerts/festivals, yogaInterests: health, fitness, style, make-up (cosmetics), beauty, music, adventure, traveling, luxury,and vintage, social media
Persona 1Name: KatieAge: 24Income: 23KPosition: Entree Level at HautelookKatie is a newly college graduate that luckily found work at Hautelook, a company under theNordstrom name. Graduating with her BFA in Fashion she is looking to climb up the ladder withher work experience to become senior level in Buying for the company. She is really ambitiousand loves waking up every morning to take on the new day and face new challenges at work.She loves fashion and social media. She has a Facebook, Instagram, Snapchat, and Twitteraccount following all the brands she loves and fashion publications .She lives near LACMA so on the weekends she has brunch at her favorite spot République, withher close friends and coworkers and visits the new exhibits if any shown at LACMA. She likesto planning little getaways to Napa to go wine-tasting when she has the chance, and herultimate dream vacation is going to Croatia because of her favorite TV series Game of Thrones.
Persona 2Name: LenaAge: 37Income: 70KPosition: Accountant for DisneyLena is a mother of 2 kids and a wife to her husband of 10 years now. Before working forDisney she was an accountant for Otis College of Art and Design. Although she may beworking with numbers, this doesn’t affect her love for the arts. She has a SupporterMembership to LACMA that means she gets special access to selected exhibits before it opensup to the public, among other benefits.Lena enjoys spending time with her family. They do a lot of activities on the weekends.Running outdoors along Santa Monica and hiking along the trails of Griffith Park with the familyand dog. When she feels like spoiling her kids, she’ll take the whole family on a trip toDisneyland.
Persona 3Name: BreannaAge: 31Income: 50KPosition: Store Manager for StarbucksBreanna is the Store Manager for Starbucks in Seattle, Washington. Yes, she is an avid coffeedrinker, but she also loves to do juice cleanses every now and then. She sometimes needs tocome to work on the weekends, but when she doesn’t she out shopping and trying out newrestaurants with her girl friends. Just like any woman, she loves shoes and has a impressivecollection in her closet. During the Annual Sale at Nordstroms, she is someone that can find thecutest pair at such an affordable price. She loves the latest make-up trends as well. She'salways checking out Sephora on their new foundations and skin care products.Breanna loves what she does now. She balances work and play and when she's ready or thedesire to do something bigger she wants to transition up within the company, but for now she’senjoying every single minute of her life.
Ch. 3 – Business Goals
Three SMART Business Goals
● Produce 10 additional Ultra Matte Lip colors before the start of Q1 2017
● Increase Internet Sales of Ultra Glossy and Matte Lip by 10% for Q4 2017
● Gain 300 more newsletter subscribers by the end of Q1 2017
Ch. 4 – Social Media Goals
Three SMART Social Media Goals
● Improve traffic flow to website by producing 3, 30 second videos on Instagram to get potential customers excited about the 4 new shades of Ultra Matte Lip colors.
● Increase brand awareness as measured by 20 percent more engagement with ColourPop Cosmetics social media content across three social media channels: Facebook, Instagram, and Twitter during Q1 2017.
● Improve traffic flow to website by collaborating with 3 more influential make-up artists with a big fan base showcasing their custom and limited make-up collection. i.e. (Karrueche x ColourPop)
Ch. 5 – Key Social Media Strategic Messages
Key Strategic Messages
● Must know: ColourPop now provides free international shipping on all orders $50 or more, or a flat rate $4.99 shipping on orders $49.99 or below.
● Should know: ColourPops products are made with luxury formulas in every shade possible in the most affordable prices.
● Could know: Tagging a photo on Instagram with “#COLOURPOPME” gives you a chance to be featured on ColourPops gallery.
Ch. 6 – Description and Examples of the Brand’s Voice
Voice Characteristics Description Do’s Dont’s
Confident The tone should lift spirits in a fun and trustworthy manner. It’s as if you’re getting the “A” grade pep talk to conquer the day.
Encourage people to be comfortable in their skin Show strength and power
Show disingenuous behaviour
Inspirational A tone that brings positive influence, that it is highly encouraged to express yourself and be yourself. Everyone wants to feel unique in their own skin.
Show women & men (makeup knows no gender) Provide trends that have never been introduced. Encourage what it means to be unique.
Don’t encourage traits that comes off as cocky.
Empowering Wants to help people be the best they can be, and build individual confidence.
Show what it means to be proud of yourself. Show customers how they are unstoppable.
Show values that the company doesn’t believe
Relatable A trustworthy voice, someone who can make a connection like of a family member or friend.
Engage with audience. Show genuinity. Show how the brand is approachable and customers can open up with questions and concerns
Talk down to customers.
Ch. 7 – Competition Social Media Audit/Analysis
Brand Facebook Instagram Twitter
NYX - Post 1-2x a day. - 1,364,723 likes
on page - 1,017 reviews
left on their FB page
- Posting contents related to events, features with inbound links, and inspirational pictures. There are a lot of likes, shares, and comments per post
- 8.7m Followers - Posts 3-4x a day - Contents include:
submissions from followers, new products, inspirational pictures, in-store events
- Average of 100 comments per picture
- Posts 1-2x per day - 682k followers - Contents include:
promotions, submissions from followers, inspirational pictures, in-store events (via Instagram)
- Uses this platform to deal with customer concerns/complaints
Anastasia Beverly Hills
- Post 3-4x a day - 975,938 likes on
page - Average of 2k
reactions (like/love per post)
- Average of 500 comments per post
- Contents include: submissions from followers, new products, inspirational pictures
- 11.4m Followers - Posts average of
10x per day - Contents include:
submissions from followers, new products, inspirational pictures, 10 sec video tutorial (fan submissions)
- 228k follower - Posts 3-4x a day - Contents include:
submissions from followers (pictures or videos), new products launches, inspirational pictures
- Followers leave comments per post pertaining to how enthusiastic they are about the products rather than tweeting with concerns/complaints
MAC Cosmetics
- Posts 3-4x a day - 15,773,218 likes
on page - Average of 1k
likes or reactions per post , average of 500 share, and average of 500 comments per post
- Contents include: special events, new products, videos by professional Makeup Artists, and Celebrity Collaborations
- Posts 6-8x a day - 11.8m Followers - Average of 60k
likes per post - Contents include:
special events, new product layouts, videos by professional Makeup Artists, and Celebrity Collaborations
- Content they post are usually produced themselves rather posting content of follower submissions
- 1.27m Followers - Average 1-2 posts
per day - Contents include:
special events, new product layouts, videos by professional Makeup Artists, and Celebrity Collaborations
- They use this platform to reply to followers who have retweeted them with questions. Very proactive.
Urban Decay
- Posts 2-3x a day - 3,080,865 likes
on page - Average of 500
likes/reactions per post
- Contents include: Posting contents related to events, features with inbound links, and inspirational pictures. We see a use their personal hashtags for followers to use such as #LipstickIsMYVice
- Posts 3-4x a day - 6.5m followers - Average of 50k
likes per post - Contents include:
product layouts, inspirational pictures, follower submissions, videos
- 910k followers - Average of 3-4
posts per day - Contents include:
product layouts, tutorial videos, new products, & follower submissions
- They are very proactive with using this platform to deal with customer concerns
Dose of Colors
- 2-3 posts per day
- 33,616 likes on page
- Average of 100 likes per post
- Contents include: follower submissions, new products, and product layouts
- 1.9m followers - Average 8k likes
per post - Most of their
contents are follower submissions. We rarely see content produced by the brand itself
- No twitter presence
Ch. 8 – Campaign Idea No. 1: Hashtag
#EverydayImSparklin
#EverydayImSparklin is a hashtag campaign that can be used to popularize ColourPops launch of Highlighters and Glitter Shadows of the Fall Collection. This is a hashtag campaign that is used to empower ColourPop users that putting on makeup/highlighter doesn’t just have to be applied for special occasions or going out on the weekends. As people we have the right to express ourselves everyday, and with that ColourPop stands by women and men with no judgement. This will be a hashtag campaign mainly focused on Instagram. We want to incorporate a contest involving followers to concoct their best look, using ColourPop Cosmetics and a short description on why they love to express themselves and including #EverydayImSparklin as their way of entry to the contest. With a contest, a prize should always be included. Selective winners will be gifted with ColourPops Highlighters and Fall Collection and be featured on ColourPops multiple social platforms with winning look and why deserved to win.
Ch. 9 – Campaign Idea No. 2: Pillar Campaign
ColourPop believes that everyone has the freedom of expression. As people, we have the right to express ourselves everyday. For many of us, a form of expression to celebrate our uniqueness comes from the idea of putting on makeup. Also, Who is to say that makeup shouldn't be worn by just women? Makeup knows no gender. In avoiding how this idea might turn into a cliché, for this campaign I don’t want to focus on the products head on, but the story on how makeup enhances the beauty within ourselves. In incorporating women that are beauty and makeup enthusiast, they generally have great influence to a large number of women who trust these enthusiasts.
Beauty Influencers/Enthusiast
Content Pillar
VideoInterview
VideoInterview
VideoInterview
Blog Post of Interview
Blog Post of Interview
Blog Post of Interview
Instagram: - 2 30sec BTS footage of Video Interview- 2 Individual Photo Post of Interviewee (2 Makeup Looks Created with ColourPop Products)- Captions with the appropriate hashtag for campaign (#EverydayImSparklin)- Link to FULL Video Interview/Interviews- Link to FULL Blog Post Interview- Links to FULL Video Interviews & Blog Post to Increase Visitors to Brand’s Website by 10%
in 3 MonthsTwitter: - 2 Individual Photo Post of Interviewee (2 Makeup Looks Created with ColourPop Products)- Simplified caption with appropriate hashtag for campaign (#EverydayImSparklin)- Link to FULL Video Interview/Interviews- Link to FULL Blog Post Interview- Links to FULL Video Interviews & Blog Post to Increase Visitors to Brand’s Website by 10%
in 3 Months
Facebooks:- FULL Video Interview of Beauty Influencers/Enthusiast- 2 Individual Photo Post of Interviewee (2 Makeup Looks Created with ColourPop Products)- Captions with the appropriate hashtag for campaign (#EverydayImSparklin)- Link to FULL Blog Post Interview- Links to FULL Video Interviews & Blog Post to Increase Visitors to Brand’s Website by 10%
in 3 Months
Ch. 10 – Campaign Idea No. 3: Gamification/Example (Instagram)
Link: https://1.shortstack.com/fmnvSb?_ga=1.20288445.429845002.1477076781
Twitter:
1. ColourPop is sending a lucky winner and her best bae to BeautyCon LA! Join our Instagram contest and score this ever exclusive opportunity in our #EverydayImSparklin movement! More info: https://1.shortstack.com/fmnvSb?_ga=1.20288445.429845002.1477076781
2. Freedom of expression is a right, not a privilege. Post a photo with your best makeup look featuring products from ColorPop Cosmetics, and you could win tickets for you and your bestie to attend BeautyCon LA! #EverydayImSparklin More info: https://1.shortstack.com/fmnvSb?_ga=1.20288445.429845002.1477076781
Facebook:
For many of us, a form of expression to celebrate our unique-ness comes from the idea of putting on makeup. We at ColourPop encourage everyone to celebrate your uniqueness any way that you can! Also! Who said that makeup shouldn’t be worn by just women? Makeup knows no gender! Show us your best makeup look, bae and enter our contest to encourage this movement, #EverydayImSparklin ! One lucky winner and their bestie will get an ever exclusive pass to BeautyCon LA. Restrictions apply. For more info: https://1.shortstack.com/fmnvSb?_ga=1.20288445.429845002.1477076781
Ch. 11 – Sample Newsletter A/B sample and Analysis/Results
Ch. 12 – Influencer List
- Joycelyn Linh (@jlinhh)- Wesley Carter (@wesleybenjamincarter)- Pau Dictado (@paudictado)- Cheryl K. (@officiallymisscheri)- Thomas Halbert (@thomashalbert)
- Ian Brito D- BeautyByJJ- Itsjudytime- Desi Perkins- Patrick Ta
- Angel Merino (@mac_daddy_)- Alli Kratzer (@MakeupByAlli)- Laura Sanchez (@laura_makeup)- Sonjdra Deluxe (@sonjdradeluxe) - James Charles (@jamescharles)
Ch. 13 – Sample Influencer Pitch Letter
Hi Ms. Joycelyn Linh!
My name is Kristel Curameng from ColourPop Cosmetics. Our Social Media/Marketing Department has been in search for beauty influencers that are perfect candidates to collaborate on a special project together. We’ve been in touch with Influencers like yourself whom we’ve done collaborations with in the past.
Jenn Im, has mentioned that it would be a great idea to get in touch with you to learn more about your genuine and makeup-loving personality and work on our “#EverydayImSparklin’ Campaign” together.
Does this sounds like something you would be interested in? If so, I would love to call you sometime this week to figure out a way to make this project mutually beneficial.
Let me know what you think!
Best,
Kristel Curameng
Ch. 14 – Three Content Examples
Instagram:Facebook:
Twitter:
Ch. 15 — Ethics Guidelines
• Do not disclose privileged or confidential information• Always give credit to who or where you’re borrowing the image or quote from• Use respectable language• Avoid making false or misleading statements• Avoid posting political, racism, sexism, and homophobia opinions• Post content that reflects the Company’s mission statement• Always check facts to see if they are correct• Monitor conversations• Honesty is the best policy• Resist being manipulated by staged photo opportunities