The growth of the Beauty industry is undeniable. Multiple reports from Statista show revenues increasing by almost 5% every year between 2022 and 2026. At the same time, beauty content on platforms such as TikTok, YouTube and Instagram has exploded, with more and more images and videos being created and consumed.
These two elements go hand in hand and there’s a very simple explanation for it: content drives demand. The more people experience a product and its benefits, the more they’ll be interested in it and want to test it for themselves.
At the same time, consumers these days are increasingly educating themselves through content consumption. They’re not just interested in what an influencer has to say about a specific brand or product, they’re actively doing research.
A survey conducted by Piper Jaffrey found that 89% of female teens look to online influencers for beauty trends. Since influencers produce content, UGC is research for this generation.
This means that not only more content needs to be created, but it should be platform-native and then pushed to the right audiences.
Launching any new brand or product requires planning. By itself, media planning is complex. Large-scale campaigns can take days or even weeks to get started:
… and the list goes on.
It’s a stressful process that needs a lot of people to operate. And that’s just the planning itself. Once you have everything planned out, you need to start executing by working with design to generate the right creatives, delivering them to the different networks and publishers and finally starting the campaign. The last part is the reporting phase, when brands look to figure out what went right and what could’ve been improved.
It’s not an impossible task, but you risk finding out if your campaign worked in a minimum of one month. Multiply that with tens of campaigns a year and your confidence starts shrinking.
What if there could be another way? A way of combining influencer marketing (platform-native content) with specific audience targeting, with a guaranteed reach and proven model? That’s exactly what Social Display was created for.
Flaminjoy’s focus is on working with creators to deliver exceptional content for beauty, especially in the Beauty industry. We’ve run hundreds of campaigns and we understand the minutiae of collaborations:
Once created, the content needs to be adapted to our unique formats, then amplified based on laser-targeted audiences and measured. This is where our publishing partner, Ringier, comes in. It’s the largest media company in Switzerland operating internationally (Europe, Africa, Asia) with over 120 newspapers and magazines, printing houses, various radio, TV channels and over 80 web and mobile platforms. This gives it not just unparalleled reach, but also specific know-how around targeting the right people.
Social Display is an innovation born out of the partnership between these 2 entities. It allows a beauty brand to launch a large dedicated campaign in a matter of days and see results back in weeks. The beautiful part about the entire process is that measurement is done both for the initial influencer marketing campaign and for the publisher network campaign.
Normally, a single report would be offered with mentions of Impressions and Reach. We go even further, by using a Brand Lift Study. This allows us to shift the conversation further than views and clicks, towards the more profound value of marketing – the intention to act or buy. The Brand Lift measures the impact of ads in 4 areas:
The service has seen phenomenal growth in its first year, with brands such as Dove, Oriflame and L’Oreal delighted by the entire experience. They’ve seen the value of combining UGC with a publisher network with a focus on quality and quantifiable results.
The very first Social Display campaign featured Dove products. The brand faced similar challenges to all Beauty brands: it’s hard to differentiate yourself, innovative solutions are not guaranteed or specifically tested for this industry and the entire campaign process takes too long.
Dove was courageous enough to start their first collaboration and the results speak for themselves:
The success of the campaign was due to the 4 elements working together:
The entire experience was handled with extreme care and attention by the professionals making sure the campaign ran smoothly from start to finish. Dove returned for follow-up campaigns and placed Social Display in its right place, as a key part of any Brand Awareness activation.
Avon is one of the earliest brands that have seen the power of this innovation. Thanks to the results it delivered in the first campaign, Avon is one of the most active brands, with campaigns running every few months for their most important launches.
The guaranteed impressions are a good starting point, but without content that attracts clicks, they wouldn’t be of any use. This is why micro-influencers are used in a strategic way:
The automated system to build publisher network creatives adapts the User Generated Content from influencers, taking into account:
With over 1 M impressions, 2.89% Clickthrough Rate and a Brand Uplift of 14.7% on its latest campaign, Avon continues to be a leader in the entire Beauty Industry, by employing in digital marketing innovations.
Each brand has specific challenges they need to overcome in order to remain competitive in the market. For L’Oreal at that time, ad fatigue and viewability fog were just some of the issues that it encountered while working with publisher networks to spend their budgets.
L’Oreal’s second focus was developing more authentic relationships with content creators. The brand has a very thorough profile of influencers with interests in haircare, cosmetics, online shopping, long hair, a Parisian vibe, and being sexy and confident.
Social Display was the ideal combination of User Generated Content and increasing brand awareness, without reaching ad fatigue.
The 3 innovative ad formats were launched after influencers were proposed and briefed inside the Flaminjoy platform. This makes the process straightforward and fast. Audience data from creators is used to craft the audience targeting for the Ringier banners.
The results were staggering and the client was overwhelmed by them: Clickthrough Rate was 11X higher than the industry average and the campaign achieved an overall Brand Uplift of 8.1%.
The automation between systems and entities makes the speed of delivery and reporting greatly enhanced. Followup campaigns have been run, with similar outstanding results.
With tens of campaigns ran in 2022 and over a hundred planned for 2023, the innovative service is being constantly improved, with new products (such as Social Boost Display and Influencer Display), as well as enhancements in the areas of initial requirements gathering and final reporting.
The beauty industry has spoken and Social Display is the innovation you’ve been looking for. Incredible content, with a guaranteed reach, resulting in measurable impact for your brand.
Next time Influencer Marketing makes a move, you'll be the first to know!
