Cosmetics group embraces social media for its awards

Cosmetic Executive Women hosted its 17th annual CEW Beauty Awards on May 20.

Client: Cosmetic Executive Women
Campaign: CEW Beauty Awards
Agency mix: Kaplow (PR and social media); Brand New (marketing); Consultancy Media (video production)
In-house team: Carlotta Jacobson, president; Lisa Klein, VP, development; Liz Bonofiglio, associate director, events and programs

Cosmetic Executive Women, a nonprofit made up of more than 4,000 executives in beauty- related fields, hosted its 17th annual CEW Beauty Awards on May 20. With the help of new interactive consumer outreach strategies, the event was the most successful to date.

"We're heading toward more social outreach," says the group's president Carlotta Jacobson. "That's where women look for information about products."

Kaplow worked with the group to increase traditional and social media efforts targeting influential beauty bloggers, who were vital in engaging female shoppers.

"In 2011, we garnered 34 million impressions in beauty bloggers alone and that is up 62% from last year," says Liz Kaplow, CEO and president of her eponymous agency.

At the CEW Beauty Awards Product Demonstration, which took place two months prior to the awards, a blogger lounge was set up, giving beauty writers inside access to products and the opportunity to interact with members of Cosmetic Executive Women.

The awards garnered placements in 925 national broadcast outlets and 258 online sites.

Kaplow says Foursquare was incorporated into the awards this year, helping drive sales and extend reach to consumers.

"We wanted to further the connection with the consumer by reaching her at retail," she explains. "We used Foursquare as a channel to provide tips to consumers on where to buy the award-winning products."

Twitter was another major contributor to the ceremony's increased consumer awareness. During the demo and awards, 720 real-time tweets with the hashtag #CEWawards were recorded. The product demonstration alone produced 3.3 million Twitter impressions.

Brand New and Consultancy Media also played key roles in event recognition and outreach. Brand New's marketing team helped create buzz surrounding the awards with members and board directors, and Consultancy Media created the VNR.

In the future, Jacobson hopes to expand the awards and the nonprofit, which already has a UK chapter, to more countries.

"With PR and social media, the awards can be much more global," she says. "It's amazing how we've changed the whole direction of outreach. It's going to be growing a lot based on the technology available." 

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