How Sephora used social media to create a better goody-bag.
When Sephora planned to open its first store in Sweden, they wanted to generate excitement and engagement nationwide. Their goal was to get potential customers talking about the brand in the weeks leading up to the opening. They wanted the opening itself to get coverage outside of Stockholm to reach the target all over the country. And they wanted to ensure that after the opening, the brand continued to be a vital part of the cosmetics and skincare social conversation.
Cosmetics customers expect free samples — a goody-bag — when a new store opens. But they never have a say about what’s in the bag. Not only did MRM//McCann give them say — we made it a competitive challenge. A goody-bag battle!
In the weeks leading up to the opening, we asked seven of Sweden’s leading fashion and trend bloggers to tell us what their ideal goody-bag would include. Their creations were posted on our campaign site as well as the Sephora Facebook page. Then the bloggers asked their readers to vote for their bag, in a competition. Consumers had a chance to create their own ultimate goody-bag too.
Winners were selected from among the voters, and they got to attend the VIP opening of the flagship store in Stockholm, mingling with celebrities. The opening was broadcast in a live stream with red carpet interviews, including tips from famous makeup artists.
More than 370,000 consumers interacted with the campaign through social media. During the four weeks of the campaign, Sephora had over 14,000 unique visitors to the campaign site. Facebook fans increased by 20%. And the number of fans who logged in to watch the VIP opening live effectively increased attendance by 300%.