PARIS HILTON SKINCARE:
Increase in audience engagement
Increase in social traffic to online shop
Increase in Brand Awareness
Paris Hilton Skincare is part of the Hilton group. The Pro DNA campaigns are active across several social platforms and has a combined audience of over 2 million people worldwide.
Their mission is introduce this celebrity designed and backed product that delivers amazing results for under £100, making designer skincare obtainable to a larger audience around the world.
Magnum Beauty came to LBM for help with their organic social media strategy and management for the Pro DNA channels. Their goal was to increase engagement within their key channels and increase social referral traffic to their online shop.
WHAT WE DID
Purely organic social is typically difficult to see results from, particularly on Facebook due to the constantly changing algorithms - Facebook does not prioritise unsponsored branded content, so creativity and high quality are key to work with the algorithm.
Creativity on social is one of the key engagement drivers – content must be aesthetically pleasing as well as informative, educational or helpful for your specific audience. There also must be a consistent and strong brand cohesion from the website through to social assets to ensure that the brand is recognisable at each touchpoint the user may encounter.
We began by creating a range of visual templates to be used across the social media channels, which linked in with their brand guidelines and website feel. Vibrancy and consistency were key in order to capture the attention of our audience and to make the Pro DNA range easily identifiable.
Once the creative aspects of our scope were finalised, next was to create a posting strategy. Each social media channel will require a separate strategy; while recycling content is fine to do, it should always be in the context of the platform you’re posting on. Posting time, channel objective, frequency, channels and content type should be considered here.
To encourage the increase of audience engagement we created community-based content through the use of CTAs, competitions,UGC and encouraging discussions among the audience themselves in comments.
Influencer marketing became a key component in getting this new range established in a UK market.
increase in Instagram referral traffic
increase in website traffic from Facebook
increase in engagements post creative developments