Dior vs Yves Saint Laurent: Content Marketing

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".

Dior Addict Fluid Stick ad

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.

Rouge Pur Couture Ad Campaign Image

Cara Delevingne for their Rouge Pur Couture Lipstick

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/ 

Chanel vs. Sephora on Twitter

An analysis on Chanel and Sephora's Twitter pages will determine each brands tweeting habits, content, and popularity.

Chanel

• Chanel doesn't always tweet daily but when they do, they frequently tweet multiple times in the same day. 
• For over a month, the majority of tweets have been videos and GIFS promoting their shows #HauteCouture, #FrontRowOnly, and #CocoCase. Due to the rich history Chanel has, they are extremely exclusive and don't see the need to use the 50/50 rule. They had an enormous loyal fan base before the rise of social media. 
• Chanel's most recent successful post on the story of the Chanel Fall Winter 2017 show was reblogged by 9.4k twitter users and liked by 18k users. This tweet was successful because they showed a glimpse into the story of one of Chanel's shows and their newest collection. The video had well known celebrity figures, which would be another reason it became so popular.  

Chanel's video on the story of the Chanel Fall Winter 2017 show

Sephora

• Sephora tweets daily, often several times a day. 
• Regularly applies the 50/50 rule on their Twitter page, they post company and industry related content. Sephora is well aware of who their target market is, women between the ages of 16 to 30, and often post content which would appeal to them. They tweet tutorial videos, tips&tricks, and promotional content. Some of their tweets are meant to engage with their followers on a more personal level such as their recent tweet about International Womens Day.
• The most recent successful tweet was of a GIF demonstrating how a variety of lip shades looked on different skin complexions. The tweet was reblogged by 220 users and liked by 590 users. By using a GIF to showcase their visually appealing content, they were able to create a successful post. So much can be expressed through a GIF and by using this form of expression, Sephora was able to show their followers "a full sprectrum of perfect-for-you trending lip colours". They used the hashtag #GIFparty to get their followers to promote their lip shades. 

Sephora's full spectrum of lip shades tweet 

Written By: Shannel De Melo

Click on Chanel and Sephora's links for more details

Social Media Study | Sephora

       
              

A Study on Sephora’s Social Media Presence

Sephora, a well-known beauty supplier of top brands, offers a variety of beauty products such as makeup, skincare, fragrance, bath and body, nails, and hair. They are currently active on several social media platforms. Their makeup brands, specifically their widespread lipstick collection, have a high presence on each platform. Their products are promoted on their social media platforms as everyday high quality beauty products. By analyzing their social networks, I hope to understand Sephora’s social media strategy.

Sephora’s social media platforms consist of:

Facebook page - 13, 639, 257 likes

Twitter page - 1.89 million followers

Instagram page - 6.4 million followers

YouTube channel - 516, 861 subscribers

Sephora is consistent in posting similar or the same content to each platform with the exception of YouTube, which they use exclusively for videos. They post frequently, everyday or every other day, on their Facebook, Twitter, and Instagram pages. The content on each platform consists of Sephora promoting products from their various brands, and various engaging posts. They often post tutorials either in video or written format, and promote their current promotional plans. They use these platforms to emphasize to consumers how they are beauty specialists that are there to help consumers with their everyday beauty needs. Consumers feedback is more often positive than negative and any comments that are negative Sephora is quick to reply to the comment.

Facebook tutorial video

Facebook promotional tool - interactive app

Facebook promotional tool - product sample

Sephora replying to a comment on Facebook

I believe Sephora’s social media strategy is a well thought out plan. They have been extremely successful at integrating their social media platforms. Though each platform has been effective for them in regards to an interactive promotional tool, I believe their Facebook page has been the most effective. They have a substantially larger follower base on Facebook and are the most interactive with consumers than any of their other platforms. 

Written By: Shannel De Melo

Social Media Study | MAC

(LOGONOID, 2016)

MAC is the world’s leading professional makeup authority because of its unrivalled expertise in makeup artistry (MAC Cosmetics, 2016). MAC accommodates all ages, races, and sexes supporting diversity and individuality, proud community to bring visions to life and is a fashion trendsetting leading forefront of makeup (MAC Cosmetics, 2016). MAC is present on social media sites such as Facebook, Twitter, YouTube, Instagram, LinkedIn, Tumblr & Pinterest. This analysis is built to show the effectiveness of MAC’s social media presence. 

1.13 million twitter followers

279,757 subscribers and 13,812,116 views on youtube  

8.5 million Instagram followers

26.1 thousand Pinterest followers

MAC's Tumblr page

13,855,344 likes on MAC's Facebook page

The amount of Likes and Followers MAC has on each of their sites show how popular they are. Evidently from these photos and captions, MAC's most effective social media sites are Instagram, Twitter, YouTube and Facebook. Sites like Pinterest and Tumblr are not trending as much as the others therefore, they lack attention on those two.
More specifically to MAC and its social media usage, MAC posts every couple of days. A couple of examples are MAC's last Facebook post on March 4th, their last tweet on February 26th and their last YouTube video posted on March 3rd. Despite them not posting very often, they have very effective posts.

 This Facebook post shows MAC communicating with it's fans. After the question of animal testing was asked, MAC nicely responded directly to the person and attached a reading piece to back up the company and reassure customers they manage an honest brand.

This tweet MAC posted shows what they stand for. Like MAC's website says, MAC accommodates all ages, races, and sexes (MAC Cosmetics, 2016). The tweet which says "All Ages. All Races. All Sexes." is strong because they show they are all for the newest topic of conversation which is transgendered people. They are showing they live up to their claim accepting everyone which is a strong tweet.

In all of MAC's posts, they never try to sell a product and advertise the products themselves. They always post to build visions and imaginations. For example, they post pictures of beautifully made up people. Consumers see this and want to look like that so they go to MAC and see what they offer. More than this, they post to build company awareness. They post to show what they stand for and want their consumers to stand for, like accepting everyone. 




References:

LOGONOID. (2016). Cosmetics. Retrieved from LOGONOID: 

http://logonoid.com/mac-cosmetics-logo/

MAC Cosmetics. (2016). Who we are. Retrieved from MAC : 

https://www.maccosmetics.ca/our-story

Company Social Media Sites:

https://www.pinterest.com/maccosmetics/imagine/

http://maccosmetics.tumblr.com/backstage

https://www.instagram.com/maccosmetics/

https://www.youtube.com/user/MACcosmetics/featured

https://twitter.com/MACcosmetics

https://www.facebook.com/MACcosmetics/timeline



Written By: Alexandra Torres