2-Week Mini Marketing Campaign: Glossier
Direct to Consumer Brand (DTC) - Glossier
About:
Glossier, inc. is a skincare, makeup, body care, and fragrance company that was founded in 2014. It was built on the idea that “beauty isn’t built in a boardroom – it happens when you’re a part of the process.” Glossier takes pride in producing products that the consumer has a say in what is being created.
- Purpose:
Our goal with this 2-week mini campaign is to increase brand awareness through the use of social media and to generate new customer leads.
Project Mission Statement:
Our campaign will show customers how our product is made for real, everyday people. “Be the true YOU” will be our campaign slogan and this is to not only promote our products, but our brands beliefs. This campaign will show costumers that our brand is for them and not for major corporations. At the end of the day, we want each of our customers to be their true selves.
SMART goal:
Our micro campaign aims to increase our brand awareness through the use of social media engagement by gaining 250 new followers on TikTok using a variety of video posts that promote our brand and our products by August 21, 2023. We also aim to increase our brand awareness by sending PR out to various sororities on college campuses during recruitment time. This will promote our brand and products through the use of real life people and further increase our brand awareness by generating new customer leads through the use of social media and word of mouth by the same date.
2. Plan:
Target Persona:
Who: Hailey
Hailey is a 20 year old college student that goes to East Carolina University but is from a small town 30 minutes outside of Charlotte, NC. She takes pride in her health, and loves to follow social media trends. She is currently obsessed with all of the fall grocery items at Trader Joes and cant get enough of a Spiced Chai Latte from StarBucks.
Hailey has a large friend group but prides herself on her “clean girl” aesthetic. She wears mostly neutrals and only shops aesthetically pleasing products. She has a completely white bed set and allows nobody with “outside clothes” to step foot in her bed.
Hailey is soft spoken and known as a very nice girl. She is a communications major and hopes to enter into corporate America. Her favorite places to shop is Artizia and On Cloud. She loves to do Chloe Ting workout videos each day and goes on morning walks to clear her head.
Target Audience:
18-24 year old female college students. People who are from smaller suburban areas who might reside in a new city due to schooling. This customer might have a job or might depend on family money.
This chart gives an example of gender and ethnicity numbers at North Carolina State University.
MEDIA PLAN
- This campaign will launch Beginning of August of 2023. We will begin sending out PR packages to various sororities around the country. These packages will include perfume, Lip balm, Moisturizer, etc. Sample sizes of all and anything we have extra inventory of. These will be timed to send out right when a sororities “work week” begins. This way the various chapters can start creating content with the products and pushing out the brand's name throughout campus.
- We will start launching our media posts nearly a week after this to start gaining followers on TikTok through the PR packages and recent posts. The content schedule will happen as follows. This is just shown for the two weeks' restraints.
- Our creative director will be in charge of creating and posting the TikToks according to this content calendar.
The graphic above shows the best times to post on TikTok throughout the week to gain the most engagement. We based our content schedule off of these times.
This content schedule is also following along with what most other brands are doing. As you can see above, most brands are posting less than 5 times per week.
3. Produce
Content:
Our campaign slogan will be “Be the true YOU”. This follows suit with the brand’s values and its products.
This entire campaign will be using pictures and videos from real life people using and loving Glossier Products. The TikTok below will give an idea about what the content will look like. Each TikTok will be different but will follow along the lines of this one.
The pictures and videos we will get from the PR packages at sororities will be crucial in the making of this content.
We will use clever captions and hashtags to help our videos circulate on the For You Page and to capture the eyes of customers.
An example of this would be: “Be the true YOU with our new perfume #beYOU #glossier”
The mood bored linked below will show content creators what exactly we are looking for and the overall mood of this campaign.
The TikTok is Linked Below: Please click on this link.
https://share.icloud.com/photos/0adg9dNPqEn0S9aY7b3GI3sfQ
4. Promote:
Media Plan:
We plan on using TikTok to promote our campaign. These short videos will be pushed out following our content schedule and will be continuously reposted and shared by our viewers and employees. By following our content schedule, we are posting less than 5 times per week. This is strategic in the sense that we are not oversaturating our viewers’ TikTok feed. This is so viewers will continue to look forward to seeing our posts, rather than getting annoyed at seeing 50 of them in one week.
The graphic above shows TikToks average engagement.
The article above gives strong insight on how Glossier has already built up its following and how it runs its current social media sites. It is discussed that Instagram is Glossier’s main focus on social media. With this campaign we hope to expand Glossier’s reach to TikTok and its community.
We are also using PR boxes as a form of promotion. Sending out sample size and overproduced products to various sororities will be a great way to increase brand awareness and spread word of mouth about our product.
5. Results:
Through this campaign we hope to gain at least 250 followers on TikTok. We also hope to increase our brand awareness and gain new customer leads.
We will measure this by tracking the amount of followers pre campaign and post campaign. We will also track likes, shares, and reposts on all TikTok posts. We will track our website and apps traffic each day to see if during this campaign we are gaining more traffic on our website. We will keep connections with the sororities that we sent PR to, and listen to their tales about their connection with the brand.
Agorapulse is a great social media management software that also helps track analytics. We will use this during the campaign to help publish our content and to track its reach. This will show likes, shares, demographics, locations, etc.
This will all be measured with the following chart.
Expected Results:
Through this campaign we hope to see increased brand awareness and new customer leads. Success in this campaign looks like happy customers and a happy brand. If we increase traffic on our website, increase followers on TikTok, and create connections with real life customers through the use of our PR, then we had a successful campaign.
Other Sources for pictures in mood board:
https://www.pinterest.com/pin/172403491973936204/
https://www.sandiego.edu/fraternity-sorority-life/join-us/panhellenic-recruitment
https://www.pinterest.com/pin/363806476153916699/
- Note: This article is a class assignment for BUS 462 — Integrated Brand Promotion and advertising at NCSU Poole College of Management.
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