"Essential ingredients to success."
Making skincare worth shopping for.
Selling a new skincare line like Bare Escentuals can be a bit rough. First, awareness. Marketing research showed it wasn't huge. Second, people's needs are different across audiences. And third, there's a vanity cabinet full of other choices on the market. In this case, we were also challenged to market and sell the value of buying the line from QVC.
TNG reviewed business intelligence and architected an aggressive digital campaign composed of social and commission media. Highlights included niche influencer outreach, as well as display ad creation (and media buying) to drive interest. Especially key: a targeted, socially optimized campaign landing page, which captured and amplified the online buzz around the new product line.
