Specific Beauty

Specific Beauty

Objectives: 
  • Reward fans with complementary product samples to help foster brand loyalty and increase product credibility. 
  • Encourage and increase fan engagement and interaction of Facebook and Twitter profiles. 
  • Promote newly developed Specific Beauty holiday packages. 
  • Use social media tools to create Specific Beauty product awareness, engage with and attract new fans, and drive traffic to Specific Beauty web properties. 

Execution: 
  • Developed a ‘$1,000 Holiday Shopping Sweepstakes’ campaign seamlessly integrated into Facebook and Twitter, which rewarded both quick-acting fans with free product samples and prospective customers with a potential cash incentive. 
  • Encourage virality of campaign through focused engagement with deliberately targeted, highly influential social media users.
  • Create original content advertising the newly developed Specific Beauty holiday packages—all of which were strategically intermixed throughout the sweepstakes application process. 

Highlights: 
  • 9,000 email sign-ups 
  • 4,000 sweepstakes referrals 
  • Over 10,000 new Facebook fans in 10 days 
  • 71% conversion rate (Well over half of the people who saw the sign-up form actually submitted their information to participate) 
  • Over 50,00 fan and non-fans were reached on Facebook with Specific Beauty messaging





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