Client GoodSkin Labs
PR agency Allison & Partners
Campaign GoodSkin Labs Circle and Awareness Program
Duration October 2010-October 2011
GoodSkin Labs, an anti-aging beauty product line, launched in 2007. It is part of Estée Lauder's BeautyBank division of products.
GoodSkin touts itself as ideal for on-the-go women, says Andra Mielnicki, Beauty-Bank executive director of global communications. To minimize its reliance on traditional ads, it asks women to spread the word by using their social networks and video-making prowess.Strategy
"The line between media and consumers is blurred," explains Mielnicki, who wanted women to act as brand ambassadors.
With Allison & Partners' help, GoodSkin set out to identify 10 "everyday" women to whom they could provide product. In turn, the ladies would talk about the items through social media.
"The objective was to reach women who use the product who are also active on social media," explains Mielnicki. These women became the GoodSkin Labs Circle.Tactics
A separate landing website page was built where the women can share personal videos. The page was integrated with the brand's Facebook page and commercial website.
Each month, the 10 women are given a product to review. They could create a video for the landing page and talk about it on the brand's Facebook page, as well as on their own social networks.
Allison distributed a press release announcing the brand as the official sponsor of "overextended women," accompanied by a link to the landing page. A tip sheet about the products, compiled by the ambassadors, was also sent out to beauty and mommy bloggers.Results
The brand's Facebook page has grown its fan base by more than 45% since the campaign launched, says Allison's VP of consumer and beauty Tiffani Carter. More than 8,000 people have liked the page so far.
User interaction on Facebook is up 324%. The effort has been covered in 237-plus outlets and seen by 30 million-plus readers.Future
Mielnicki says the effort, which she likens to a focus group, is helping the brand understand consumers' media consumption.
"It's a way to get in touch with them directly," she explains.