It’s an enchanted love affair, you and your favorite lip color. After hours and hours of searching for the perfect shade, you have committed and nothing, absolutely nothing will separate you. Whether it’s Loreal, Revlon or some other beauty brand, many cosmetic connoisseurs are more dedicated to their favorite lip color than even their significant other.
This B2C relationship has always been intimate, but now with social media – brands have the ability to take their customer relationships even further by actively engaging them through social media sites such as Facebook and Twitter. A company that has successfully incorporated their marketing efforts with social media is M.A.C. Cosmetics. M.A.C. develops campaigns that are artfully inspiring and memorable. They introduce limited edition runs and leave their client base salivating for more. Whether it is the Barbie loves M.A.C. campaign from Winter 2007 (pieces from that line can still be found on ebay) or the M.A.C. by Request Contest hosted last March, M.A.C. knows how to keep their customers involved.
M.A.C. Keeps Customers Engaged
In the M.A.C. by Request Contest, M.A.C. engaged its customer base by allowing them to vote on bringing back some of their favorite lip colors and eyeshadows for you guessed it…a limited edition line called M.A.C. by Request. Hundreds of thousands of M.A.C. clientele bombarded M.A.C.’s various social media sites to chime in on their favorite cosmetic colors. The genius behind this marketing strategy is that M.A.C. gave their customer base a personal investment. Diehard M.A.C. fans campaigned on Twitter and Facebook encouraging their friends to do the same in the hopes that their favorite product would be brought back into production. At the conclusion of the contest, M.A.C. already had an idea of customer interest for the new product line and they successfully used their customers as social media influencers to promote the brand.
The moral of this story is…
Build a connection with your customer and your brand. It doesn’t matter if you are selling mascara or mops, to be successful in B2C and social media marketing your customer base has to be invested in your brand. If your customers are invested they will encourage others to try your brand and those referrals will turn into future clients.
image credit: thinkretail