Thinking outside the social media (makeup) box
While shopping the other day a woman handed me a card for a free makeover at the nearby Estee Lauder counter. I was in a hurry and decided not to take advantage of the offer until the word “blog” caught my eye. What’s blogging got to do with a free makeover, I wondered. Then I read the card:
“Estee Lauder Event: Need a great photo for your social network page, website or blog? Come in for a free makeup and photo plus a 10-day supply of foundation.”
Lots of marketing campaigns use social media as a component of promotion. We’ve all seen: “Find us on Facebook! Follow us on Twitter! Subscribe to our blog! Watch us on YouTube!” But Estee Lauder’s use of social networking as the hook—rather than the mouthpiece—to get people to try their products was unique. I had to check it out.
When I made it over to Estee Lauder, the counter was buzzing. Several makeup artists worked their magic. Women lined up patiently waiting for their spot in a chair. A professional photographer sat poised with his camera ready to capture the new-found glamour of each woman present. And three other staff members manned glossy Mac computers: at the ready to print, upload and tag the resulting photos to any and all of the recipients’ desired social networks.
What a brilliant use of social media! Estee Lauder’s smart marketing team even included a branded backdrop for the photographs, ensuring further extension of their brand’s reach (and an implied endorsement by each woman photographed) across a multitude of social media channels.
Estee Lauder’s campaign reminds us that social media can be used in many ways for many purposes. When planning marketing strategies that include social media elements remember to get creative and think outside your social media (makeup) box.
Cori
Monday, 25th January 2010 at 11:57 am
Thanks for sharing this example! Businesses can truly engage people in social media – and promote their products/services – when they offer prospects real value.
I recently heard an example of how a local music society promoted its Facebook page without ever asking people to become a fan. They took pictures of attendees at an event and posted them on Facebook. Attendees were encouraged to visit the page and tag themselves. As people went online to find and tag their photos, all their friends became aware of the music society’s page.
Another smart move like Estee Lauder.
Colleen Pence
Monday, 25th January 2010 at 12:02 pm
Cori,
I love your example of the music society’s tactic for gaining fans on Facebook. As social media becomes more and more commonplace in our everyday lives businesses and marketers must come up with unique approaches to get people to pay attention to their efforts and messages.
Only the most creative angles will succeed!
PromoGeorge
Monday, 25th January 2010 at 12:12 pm
Wonderful examples – the indirect approach is best in my opinion, as Colleen said there are too many websites with massive flashing icons, trying to jump on the boat.
We run networking groups, and I think we will ask our attendees to go to our photo galleries on Facebook and tag themselves, too. Excellent idea!
admin
Monday, 25th January 2010 at 1:53 pm
Thanks for commenting, George. Yes, even Macy’s (where I saw the Estee Lauder promo event) is getting in on the Twitter and Facebook action. Just plastering links to your Twitter and Facebook accounts isn’t enough. You’ve got to be creative about your use of social media:
http://socialmediamentoring.com/wp-content/uploads/2010/01/IMG_1134.jpg
Don Lafferty
Monday, 25th January 2010 at 2:20 pm
Great example, Colleen.
At minimum, tactics like this enlist satisfied customers to become brand spokespeople at a very personal, very powerful level.
At best, the micro-celebrity and shared value covenant created by tactical campaigns like this have exactly the channel and the horsepower to help brands produce and proliferate that tremendously valuable word of mouth endorsement which really is the juice we want clients to get when marketing in the social environment.