Cosmetics Brand Marketing Case Study
Dr. Jart+ is a popular South Korean based health and beauty brand specializing in facial cosmetics and sold exclusively through Sephora. When the company decided to launch it’s newest line of skin care products, a facial mask called “Shake & Shot”, they came up with attention grabbing creatives to activate brand followers and stand out in the community.
At the time that the company approached us, they needed a way to leverage these creatives to generate product awareness and drive shoppers to both Sephora’s brick and mortar and eCommerce portal to buy the new product. 1205 got to work building an integrated marketing strategy to create engagement and adoption of the new product into the marketplace.
One of the most important challenges in marketing today is tracking users across seemingly untrackable mediums.
– Rion Haber // CMO
With such interesting creatives, we knew that we’d get the best reaction by going big, generating buzz, and leveraging that engagement to spurn action. After suggesting an oversized wild-posting campaign, the company asked for ways that they could amplify the reach of this effort and we suggested an “out-of-home follow along”.
These unique campaigns work to turn a simple impressions into engagement by prompting the viewer to take further action – typically over a digital channel that can be tracked, such as social media, landing page, or application. This would involve a multi-step marketing funnel driving consumers to the point of conversion through conversation.
We started by teaming up with Seattle-based guerrilla marketing agency posterGIANT to help plan and execute a “wild posting” campaign across seven major markets. These included New York City, San Francisco, Seattle, and others. Hard-to-miss, oversized posters were introduced at locations based on area income and demographics, and blanketed high foot traffic areas where we knew that we’d get the best response.
Getting Fans Engaged with Social
Next we needed a way to engage the customer. Since Dr Jart+ wanted to grow their social media following, each poster’s call-to-action directed passersby to take a selfie with the creative, post to Facebook and Instagram with the hash tags #ShakeAndShot and #DrJart to win a $1000 gift certificate for Dr Jart+ products at Sephora.
Additionally, poster creatives were used in reverse, across the company’s social media channels. This time, however fans were directed to a campaign landing page that could track referrals, visitor engagement, and click-through rates to Dr Jart+ products on the Sephora website. At the end of the campaign, metrics from Google Analytics and Facebook were compared to assess the overall campaign value and cost of acquisition.