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Let Her Do the Talking: A Case Study for Social Media

By: Alisa Marie Beyer
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.

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Before Jabot was set to debut, we began building excitement and consumer buzz with a microsite—a fake front website solely designed to build buzz about the brand with videos and video tutorials, brand and spokesperson photography, and multiple highly visible “Sign up now” buttons to encourage consumers and fans to opt in to receive Jabot updates. By reaching out to consumers in this way before launch, we built a base of consumers already interested in our brand to help drive interest and excitement when the launch happened.

Concurrently with creating the microsite, we also began constructing a robust, fully integrated and active Facebook page—and, to a lesser degree, Twitter and YouTube sites. Designed specifically to play up the brand photography, the Facebook page was very visual, featuring lots of before-and-after photos, as well as images of the spokesperson, the products, and candid photos of the team in action. We also created pages for user reviews, downloadable consumer product usage guides, and information on how to get the Jabot look. Once built, the TBC’s beauty ambassadors began to organically stoke the page by interacting with other fans, talking about the products, providing feedback on their results, and engaging and interacting with consumers to build excitement and demand for a brand that wasn’t even launched yet.

Build the Buzz

On June 19, Jabot made its official debut live on the red carpet at the 2011 Daytime Emmy Awards. To capitalize on this opportunity, we took a multipronged social media approach. Callout boxes and buttons encouraged consumers to watch the show on Jabot’s Facebook page and microsite, members of the beauty ambassador program tweeted about the show, and a social media agency hired full-time for this initiative provided streaming Facebook updates and drove continuous fan interaction. To complement the Facebook activity, we hosted a Twitter promotion that gave one fan a trip to the Daytime Emmy Awards, where she walked the red carpet and met our spokesperson, actress Tracey E. Bregman.

Next, launching on HSN with three 20-minute shows, we drove consumers to HSN.com via a huge media e-mail blast to our database, as well as with ongoing, integrated social media updates on the Facebook page (where, again, the brand ambassadors stepped in to interact with consumers and share their Jabot stories), and the websites, fan pages and social media outlets of the brand’s strategic partners.

Notably, we engaged the official The Young and the Restless Facebook fan page to post status updates about the launch, which generated massive fan migration to the Jabot-specific website and Facebook page and helped us capture more than 35,000 new e-mail addresses and 7,000 new fans in one night.