Benefit Cosmetics

About

Building brand awareness during the festive season is always a challenging prospect, the marketplace is simply saturated with promotions and contests. The folks at Benefit Cosmetics Canada were looking for help in building their social media fan base with a concentration on increasing Facebook followers. Faced with a short timeline, lean budget and a battle for market place awareness, the solution had to be nimble, effective and attention-grabbing. Hitting the streets with a guerilla based solution, flypostings were placed throughout the downtown core of Vancouver and Toronto. Each posting featured a bag of full-sized Benefit cosmetic products, free for the taking by anyone passing by and each sample was renewed on a daily basis. The flypostings were supported by social media outreach, an SMS contest, ‘Benebabe’ street teams and targeted AddMirror placements. Christmas trees covered in free Benefit products were placed strategically around the downtown locations to add the finishing touch to the winter blitz campaign. Every touchpoint pushed the consumer to the Benefit Facebook page to discover where other free Benefit cosmetic samples could be found. The campaign was a success and created a solid level of impressions at a low cost per impression. The results: • 149%+ increase in Facebook fans during the promotion period • 46% entry rate into the Facebook contest • 23% increase in Twitter followers during the blitz period • 4.5M+ impressions