Estee Lauder Creates a Powerful Social Media Campaign

For me, a successful social media campaign is one which drives people to take a specific action.  Hopefully, that specific action can be tied to an increase in sales.

For example, the KelloggCares Facebook page asked fans to donate $5 or more to feed the hungry and receive $5 in coupons for Kellogg products.  It drove a specific action which resulted in product sampling.

Estee Lauder is the latest example of a company who understands how to successfully tap into the power of social media to drive specific consumer action.  

They are offering offering free makeovers and photo shoots at their department-store cosmetics counters coast-to-coast to produce shots women can use for their online profiles.

Purchase isn't required, but the promotion does get women to the counter to talk with reps and try makeup, a habit Estee Lauder and the prestige beauty industry, hit hard by recession, would like to help restore.

That's why I love this campaign.   It drives women to a store where they can try new makeup - a proven sales booster.

The other reason this campaign should do well is the built-in word of mouth.  Women always comment on your profile picture.   Your response will now likely be, "Thanks!   I had it done by Estee Lauder. They have a great campaign where they do your make up, then they take a professional picture.  How cool is that?  I haven't looked that good in years!"

Estee Lauder is giving their customers a reason to talk about them AND come to stores to sample their products.  Great job.   

Read more about this story in Ad Age.

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Comments

[Tom Wanek]

WOW, Estee Lauder is smart. This is a brilliant multi-layered social media strategy that builds trust and word-of-mouth. Kudos for the way they're engaging consumers. Can't wait to see the results. Thanks for sharing Holly!

[Ying Cheng]

Eatee Lauder has been always brilliant in marketing, recall that the founder was the first in the world to use the giving away samples to build a loyal customer base.

[tea]

Hello
I think Estee is doing good job.She seems very talented in social media campaign.I like that she is very successful in marketing because of her talent.Thank you very much for sharing this with us.

[bukmacher]

make good job,add this blog to my favorite,will be back

[Web Graphic Design]

Social media has helped me in my business in a big way.Thanks a lot for the post.

[Coach outlet]

Thanks for sharing Holly!WOW, Estee Lauder is smart. This is a brilliant multi-layered social media strategy that builds trust and word-of-mouth. Kudos for the way they're engaging consumers. Can't wait to see the results.

[Chanel Wallet]

Just wanted to send a big shout out and THANK YOU to everyone responding here and through email.

Your responses are FABULOUS. I expected nothing less.

Keep them coming.

Holly

[Richard]

If I had to use one word to describe Bronze Goddess it'd be INTOXICATING. It's eviytrheng I associate with summer. No florals to sharpen the scent, it's smooth and relaxed. Just like summer should be.