My Responsibilities: Influencer Research. Cultural Insight Research. Campaign Recommendations. Social Media Proposal Creation.

CHALLENGE

Launch a new beauty brand on social media. 

Encourage Millennial and Gen Y women to address beauty concerns with targeted treatments, masks, and serums.

SOLUTIONS

YouTube successfully established itself as a go-to social channel for people who want to learn more about beauty. Vloggers are a big part of that success, as women are more likely to trust and follow a beauty vlogger than a beauty brand on YouTube. Through extensive research and target persona development, we also discovered that women want to learn about new beauty products through online videos. Additionally, beauty is ranked 8th on Pinterest usage categories and is showing a similar content structure as YouTube.

Keeping that in mind, we offered a phased launch approach, involving top YouTube vloggers and Pinterest beauty influencers and recommended a paid social strategy to support the product launch.