Sephora Content Marketing Campaign

After analyzing Sephora's social media platforms over the last few weeks, I have come to understand their content marketing campaigns and why they've been so successful. Sephora is all about creating a personalized experience for their consumers/followers. Their content is innovative and colourful, and allows followers to engage with their brand. 

 A potential new marketing campaign for Sephora can be to partner with celebrity makeup artists and selected celebrities. These celebrity makeup artists can film tutorial videos while doing a celebrity's makeup. While applying the makeup, these artists will only use products that can be purchased from Sephora. They will inform viewers of the steps they are taking and the products they are using while applying the makeup to the celebrity. By partnering with these makeup artists Sephora will not only gain a larger following base on each platform they will also appeal to their current followers. This campaign would target females between the ages of 16 to 35. 

The goal of this marketing campaign would be to:

• Achieve over 30k likes and 700 shares on each video posted to Facebook
• Achieve over 500 likes on each video posted to Twitter 
• Achieve over 19k views and 700 likes on each video posted to YouTube
• Achieve a collective amount of 2k followers/subscribers on all their platforms

This marketing campaign can be promoted on all three platforms because the videos can easily be viewed on their Facebook, Twitter, and YouTube accounts. Depending on how many makeup artists we partner with, videos can be uploaded to each platform weekly. The content marketing campaign will begin at the start of April till the end of August. Launching the campaign at this time will appeal to our target audience because spring and summer tend to be the two seasons where people socialize and go out the most. 

This campaign will attract our target audience because not only does the tutorial video keep people engaged by teaching them how to apply makeup it also features a celebrity. Previous Sephora campaigns which featured a well known celebrity such as Kendall Jenner were extremely successful because of Kendalls popularity among Sephora's target market. 

Written By: Shannel De Melo

Sephora | Fan Pages

The three active fan pages that I believe represent Sephora the best are:

Instagram - SephoraPro

SephoraPro Instagram page

Sephora makeup artists created this fan page. Currently, there are 304 posts and 91.3k followers. The page is used to inspire others to be creative with their Sephora makeup. There are images of people who have had their makeup done by using Sephora products, images of products, and tutorial videos.

Click here to view SephoraPro on Instagram

Pinterest - Sephora Makeup

Sephora Makeup on Pinterest

This Pinterest Board was made by Nicole Hawkins and currently has 155 pins and 168 followers. The content on this Board is of various makeup products offered by Sephora, how-to videos, and articles on Sephora.

Click here to view Sephora Makeup on Pinterest

Tumblr - Marilyn's Beauty Corner

Marilyn's Beauty Corner on Tumblr

Marilyn's Beauty Corner is a fan page featuring Sephora's products. The blog does a good job keeping active by frequently posting or reblogging. All the posts are of images, with some reaching up to 200 notes.

Click here to view Marilyn's Beauty Corner on Tumblr

Written By: Shannel De Melo

Chanel vs. Sephora on YouTube

An analysis on Chanel and Sephora's YouTube channels will determine each brands video posting habits, content, and popularity.

Chanel

• Chanel's YouTube channel has 535, 635 subscribers and over 222 million views. They provide several links to their other social media platforms.
• Videos are frequently uploaded on to their channel to promote their seasonal fashion shows, product collections, high quality ingredients, and behind the scenes footage. 
• A recent successful video which they uploaded on to their channel is a 3 min and 27 sec video about the "Vocabulary of Fashion - Inside Chanel". The video currently has 2, 878, 450 views and 67 comments. I believe this video has become successful because it tells the story of The Vocabulary of Fashion through the history, symbols, and codes of Gabrielle Chanel. One of the reasons Chanel has a large amount of loyal followers is because of their long history of being a fashion icon and through this video they allowed their followers to get a glimpse inside Chanel. 

"Vocabulary of Fashion - Inside CHANEL" YouTube video

Sephora

• Sephora's YouTube channel has 520, 720 subscribers and over 62 million views. They provide several links to their other social media platforms. 
• Videos are uploaded almost daily and most of the time several times a day. They have a total of 478 videos and 14 playlists with titles such as How-to's from Sephora Pros, Trending at Sephora, Colour Correcting, etc. Their videos promote their vast variety of brands as well as engage with customers by showing them how to apply makeup. 
• With 19, 126 views, 732 likes, and 27 comments, Sephoras "Mattified Lip Stick + Lip Flip with Kendall Jenner and Irene Kim" is their most successful recent video. It is a 51 second promotional ad that features 2 well-known models. I believe this video became successful because not only was it fun and innovative, it also featured high end models such as Kendall Jenner. 

Sephora's Mattified Lip Stick + Lip Flip YouTube video

Click Chanel and Sephora to see more details

Chanel vs. Sephora on Pinterest

Unfortunately, Chanel doesn't have an official Pinterest account but there are Pinners, Pins, and Boards dedicated to the well known brand, they feature content directly related to the company. In the near future, there will be a blog post on Chanel's Fan pages which will feature a fan page from Pinterest.  

Sephora

Sephora's Pinterest Page

An analysis on Sephora's Pinterest page will determine pinning habits, pin and board content, and popularity. 

• Sephora is highly active on their Pinterest account. They pin daily to their 71 Boards and have a total of 10.5k pins. 
• They currently have 407.2k followers, 113 likes and following 125 pinners. 
• Sephora's description is "Let's Beauty Together". They use this account to connect with their followers on a personal level. 
• Their Boards are dedicated to various categories such as: Today's Obsession, Lips, Eyes, Beauty How-to's, Trending Now, Gifts Under $25, etc. 
• One of Sephoras most successful pins was saved to their Lips Board and was pinned 168 times, liked by 56 pinners, and has 4 comments. The pin is promoting Sephora's Lip of the Day: Lip Boldly by PacificCentre. The image they used was uploaded from their #BeautyBoard gallery on their website. They are encouraging followers to upload their "look" to the gallery for a chance to be featured. I believe this pin is successful because they have a visually appealing image of lips with a bold shade of lipstick on. One of the comments on the pin is of a pinner asking what shade the lipstick is, this proves that the pin was successful in promoting a product and potentially making a sale. 

Sephora's Lip of the Day pin

Pinterest has always had a large base of female Pinners and is now becoming more and more popular internationally. Sephora does an excellent job using this social media platform to promote their company. They know their target market is females and by using Pinterest they are able to reach out to more of their followers in a creative way. Pinterest is a visual discovery tool that Sephora has taken advantage of with all their visually appealing products. 

Written By: Shannel De Melo

Click Sephora to view their Pinterest account and successful pin

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

Chanel vs Sephora on Facebook

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

Chanel

• Chanel posts content on to their Facebook page on a daily basis; rarely do they post twice in the same day. 
• The Facebook page is used strictly as a promotional tool. Chanel posts images and videos of their products, as well as their seasonal fashion shows featuring their collections. 
• Chanel's most successful post is a video on their Spring-Summer 2016 Haute Couture show. The video has 4.4m views, 230k likes, 35k shares, and just under 4k comments. I believe it has been successful because they are allowing their followers to get a glimpse inside the Chanel world of beauty, luxury, and fashion. Not only do followers get to preview the newest collection they also get to watch elite celebrities/models talk about the back story of the show. 

Post on the story of Chanel's Haute Couture show

Sephora

• Sephora posts often on their Facebook page, usually once or twice daily.
• Sephora posts videos and images promoting their vast variety of health and beauty brands. They also post coupons, discount products, and tutorial videos as an incentive to consumers.
• Sephora uses Facebook as a communication tool. Often replying to peoples comments, whether positive or negative. 
• The most recent successful post about BITE Beauty's new Amuse Bouche lipstick collection has 33k likes, 748 shares, and 294 comments.  This post is promoting one of the company's brands while allowing followers to preview the newest lipstick collection before they choose to purchase 1 of the 34 shades. I believe the reason for this posts success is because lipstick is often seen as a must have essential in a women's makeup bag.  

Post for Sephora's BITE Beauty Amuse Bouche collection

Chanel and Sephora both use Facebook successfully by posting interesting and relevant content that their target markets would enjoy daily. Chanel has a rich history behind its exclusive luxury brand and because of this they are able to have a large amount of loyal followers. Sephora with its extensive variety of brands they offer, is able to gain an immense amount of followers and keep them because of their amazing customer service. The likes, shares, and comments each post had demonstrates that both these companies have products that their target consumers are talking about, sharing with their friends, and wanting to buy. 

Written By: Shannel De Melo

Click on Chanel and Sephora for more details