Sephora’s Beautiful Facebook Strategy Drove Up Website Traffic, Sales
Sephora, a leader in the beauty business, recently completed a 15-day Facebook campaign aimed at driving traffic to its newly redesigned website, as well as increasing engagement and product sales.
The campaign, called “15 Days of Beauty Thrills,” offered fans of the Sephora Facebook page a chance to win exclusive prizes, including makeup, a trip to Los Angeles, and a Fiat, according to Mashable’s Lauren Drell.
Sephora’s SVP of Digital Julie Bornstein, who talked to Drell, said that the fan base grew six times the normal rate, and there were more sales linked to the Facebook than ever. Website traffic was also up.
Sephora succeeded in its campaign because it made its fans feel special. A key way to turn people from passive fans into brand advocates is to provide them exclusive content. Discounts, promotions, and prizes especially go a long way. Companies that engage their fans in this fashion usually see stronger evidence of brand loyalty.
To see the brand’s prizes and enter, people had to like the Sephora page. They could then read about the thrill of the next day at midnight.
DreamGrow’s Mart Proom writes that brands should make fans complete specific actions in order to receive prizes. He suggests giving away prizes that are “very appealing to your target audience.”
Another way to transform regular fans into advocates is to show that the company is listening.
When users participating the “15 Thrills” campaign were redirected to Sephora’s website, they found the brand’s “BeautyTalk Community,” a place with a plethora of content about beauty. There, fans have the opportunity to inquire about makeup, hair, and styling from the people who know it best. They can also tune into Sephora TV, a video series that highlights the same topics.
Sephora’s content and social marketing campaigns aim to increase its fan base and make the relationship with customers stronger in the process.