Dior
Dior's most successful marketing campaign was for their Dior Addict Fluid Stick. They promoted the product across various social media platforms, all linking back to their YouTube landing page. This allowed users to view the promotional video content of the product, further increasing brand awareness. The brand made it clear that their fluid stick is indeed not a lipstick, but something more: a "do-it-all hybrid lip fluid, high impact colour, glossy shine [and] fabulous wear". This ad was highly promoted on Instagram, with the caption, "this is not a lipstick".
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| Dior Addict Fluid Stick ad |
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| Instagram post for Dior Addict Fluid Stick |
Yves Saint Laurent
Yves Saint Laurent's most successful marketing campaigns include Hollywood actress Cara Delevingne promoting their Rouge Pur Couture Red Lipstick. Advertisements are easily come across many social media platforms, promoting brand awareness and their product.
The most talked about image from this campaign is of Cara Delevingne posing in a reclined position, wearing only their red lipstick and a black blazer. The pant-less photo was quickly shared on Instagram as people reacted to the risqué advertisement.
YouTube videos were also shared on YSL Beauty's YouTube channel, including behind-the-scenes footage and tutorials.
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| Rouge Pur Couture Ad Campaign Image |
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| Cara Delevingne for their Rouge Pur Couture Lipstick |
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| Instagram post for their Rouge Pur Couture Lipstick featuring Cara Delevingne |
Content Marketing Idea - Dior
To further promote their Dior Diorific Lipstick, the brand can create an ad campaign involving their newest celebrity spokesmodel, Jennifer Lawrence. A video of her applying the lipstick, taking a selfie and then saying "I am Diorific" can be uploaded onto YouTube and the brand's website. This will then be advertised on Instagram and Twitter encouraging users to take a photo of themselves wearing the lipstick accompanied by the hashtag #iamdiorific. The audience of this ad campaign includes current Dior fans, beauty/makeup junkies, and the primary Dior target market, females ages 18-35.
The purpose of this ad campaign is to gain more followers, and brand popularity through user engagement. This would be scheduled to launch during the spring/summer season, as lipstick shades are the most fun and bright, creating a light, playful atmosphere, perfectly complimenting the bubbly personality of Jennifer Lawrence.
APA Citations:
Cara Delevingne Is Bolder than Her Lipstick in New Ad. (2015).
Retrieved March 05, 2016, from http://preen.inquirer.net/12760/cara-delevingne-is-bolder-than-her-lipstick-in-new-ad
Cara Delevingne Strips Off For YSL. (n.d.).
Retrieved March 05, 2016, from http://lovethatmag.com/2015/08/26/cara-delevingne-strips-off-for-ysl.html
Dior uses multifaceted digital campaign to launch new lip product. (2014).
Retrieved March 05, 2016, from http://www.luxurydaily.com/dior-uses-multifaceted-digital-campaign-to-launch-new-lip-product/
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