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How Facebook Gets On-The-Go Beauty Brand Consumers Into Stores

OPI launched separate Facebook and Instagram campaigns to build excitement for its 2015 fall/ winter nail lacquer collections among women interested in makeup, beauty products and nail care.

With Facebook and its image-sharing subsidiary Instagram regularly releasing tools for online-to-offline marketing, the social media brands are offering a bit more advice for using m-commerce by local businesses seeking to leverage both social media platforms to generate foot-traffic and sales.

While quick serve restaurants and retail have gotten a great deal of attention in the drive for more social media marketing insights, Facebook IQ’s study, “The New Mobile Primer for Beauty,” attempts to define who beauty consumers are and how mobile is changing their path to purchase.

The study analyzes Facebook and Instagram data and two surveys encompassing 1,700 female beauty buyers and 460 omnichannel beauty shoppers in the US, respectively.

In the case of Coty Inc.’s nail care brand, OPI Products, Facebook offered a case study launched an Instagram campaign to build excitement for its 2015 fall/ winter nail lacquer collections among women interested in makeup, beauty products and nail care.

Facebook And Instagram Customs

For that campaign, Facebook and Instagram spurred OPI to take a different marketing approach. Working with the Facebook Creative Shop, OPI developed a series of carousel and video ads customized for both Facebook and Instagram. The goal was to showcase four nail art trends a season, like “venetian lace” and “ombre,” working to drive ad recall, top of mind awareness, and purchase intent.

As the carousel ads were prepared for Facebook and the video ads for Instagram, OPI then set to targeting a specific audience for both efforts. The ads were aimed at 18- to 49-year-old-women with an affinity for makeup, nail and beauty products.

The company also used the reach and frequency tool to increase the impact of its ads across Facebook and Instagram by ensuring maximum daily reach and a frequency of 2X per week.

The campaign reaching 5.4 million people and drove an 11-point increase in ad recall and a 3-point increase in top-of-mind awareness — not only generating awareness of their new line, but of OPI overall and generating foot-traffic at store featuring the cosmetics.

“As a brand, we know we need to be reaching our women where they naturally are going online—and that is hands down on Instagram and Facebook,” said Aurelien Jehan, SVP, Marketing & Creative, OPI, in a statement. “Our winning strategy and activation plan was a direct result of this collaboration.

Apart from the sales potential, the results also uncovered a consumer insight that OPI is highly associated with seasonal colors vs. key moments like New Year’s Eve, which reinforced their media planning for the coming seasons like spring and summer.

A Mobile Marketing Makeover

In general, Facebook’s survey found that 63 percent of beauty buyers say that they use their mobile device as a resource to find product information while shopping in-store. Other topline findings from Facebook:

  • 42 percent of beauty buyers say most of the time, they go in-store to test beauty products in person, but eventually make the purchase online or on mobile
  • 50 percent of beauty buyers who engage with beauty content on Facebook discover new beauty brands or businesses
  • 69 percent of beauty buyers who engage with beauty content on Instagram agree that if someone they follow on Instagram recommends a beauty product, they’re likely to look into it
  • 67 percent say they take further action (click, buy, do research) when they see interesting beauty content on Instagram
About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.