2018 Shorty Award Winner – 'Best in Beauty'
COSMEDIX | CROWD
How COSMEDIX powered a complexion of content, conversation & commerce
Return on Influence
Per 100 COSMEDIX Crowd Influencer Posts
3.7
34.5
527
With COSMEDIX Crowd, Influence is More than Skin Deep
Challenge
Influencer marketing has long been a part of beauty and cosmetics marketers’ playbooks – but faced with the dynamic proliferation of digital channels and increasing complexities of social marketing, it has become increasingly difficult to scale using traditional tactics. COSMEDIX, the pioneer of clean, luxury cosmeceutical skincare, wanted to find a way to bring its consumer community together while effectively raising brand awareness, driving purchases and making its customer experience more rewarding, at scale.
The cosmetics industry, which built its foundation on in-store experiences, is now dominating social commerce, ranging from influencer collaborations, VR filters, subscription boxes and apps. Research shows that how consumers discover, research, and buy beauty products has fundamentally shifted:
- Social media drives product discovery: 37% of consumers say they learn about new beauty products from social posts or online product reviews (A.T. Kearney, 2017)
- Authenticity has take over from celebrity endorsers – consumers are more likely to trust and act on recommendations from people like them. (Edelman, 2017)
- Visual commerce accelerates the path-to-purchase: 42% of consumers on Pinterest have made a beauty purchase after viewing a Pin. (Pinterest, 2017)
COSMEDIX saw the opportunity to not only create its own social community, but to also leverage that community as the foundation to deliver a new, personalized consumer experience that integrates the multi-dimensions of influencer marketing and social proof that consumers trust today.
Strategy
The best influencer endorsement today the is one that comes from your own customers. And an influential consumer can take different forms – ranging from brand advocates with a few hundred friends or followers to expert reviewers and social media influencers – those most often associated with influencer marketing (i.e. those with a lot of fans and followers). The content they create can also take different dimensions of social proof – from Instagram photos to long form reviews or consumer insight surveys. The combinations are infinite.
But when it comes to influencer marketing, most marketers today only focus on a single influence persona, such as celebrities, bloggers, micro-influencers, advocates or referrers – rarely considering what happens when all these dimensions of influence are brought together and executed as an integrated, unified strategy.
COSMEDIX decided to flip the traditional influencer model on its head. With zero spend on media or influencer activations, the COSMEDIX Crowd, comprised of micro-influencers, advocates, referrers, and loyalists, powered three social media campaigns that included original Instagram content, advocate amplification, and a referral promotion that generated over 500% incremental revenue.
The first community of its kind powered by Mavrck’s Influence Plugin, the COSMEDIX Crowd was embedded on COSMEDIX.com to deliver a seamless user experience. The integrated technology also enabled COSMEDIX to automatically identify influential consumers in the moment of interaction with its e-commerce site and dynamically deliver a relevant, personalized content based on their social influence. Influencer-generated content from the campaigns were also repurposed on owned social channels and across COSMEDIX.com that allowed consumers to shop the products featured and deliver a cohesive experience across touchpoints.
Inside the COSMEDIX Crowd Community & Integration
COSMEDIX used Mavrck’s influencer marketing technology to identify and recruit relevant micro-influencers, advocates, referrers, and loyalists to the COSMEDIX Crowd community and activate them across three core content use cases: to create original content on Instagram that could be repurposed across digital touchpoints; to amplify COSMEDIX brand content on social; and to submit product reviews.
Mavrck’s influencer marketing technology was then embedded on COSMEDIX.com to power COSMEDIX Crowd, as well as to dynamically interact with and engage existing website visitors and online shoppers based on their social influence.
'Best in Beauty'
2018 Shorty Award Winner
