The goal of this campaign was to engage fans and drive traffic to the newly designed Sephora.com website. Here's how the campaign was implemented on Facebook:
Sephora leveraged some of its beauty partners (Urban Decay, Pantone Universe, Make Up For Ever, etc.) to supply "thrills" for the Sephora Facebook community. These thrills included a $5,000 shopping spree at Sephora, a Fiat decked out with a Gucci interior, a trip to Paris, and more.
Sephora also launched a fan-gated application (meaning that in order to access the application, a user had to "like" the Sephora Facebook page). Fans were able to learn about the new thrills at midnight the night before they launched, and they were able to enter to win these thrills every day on Sephora.com.
In addition, Sephora launched a massive Facebook ad program that targeted its demographic (women between 18 and 35) to drive traffic to the application. Along with the "big thrills," Sephora also kept fans engaged and visiting the website by offering "mini thrills" (e.g., a free eyeliner) with a purchase at Sephora.com.
Why this is one of the best social media campaigns of 2012:Sephora created a sense of exclusivity by offering insights and special deals to its Facebook fans that they couldn't get anywhere else. The brand offered highly compelling incentives for participation (who wouldn't want to win a trip for four to Paris?) and capitalized on the interests of the target audience. Furthermore, the campaign leveraged partners that could help amplify the message of the campaign, and the entire experience was social; users could share their experiences through Facebook to create a viral effect.
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All interesting creative ideas and executions for the most part. But what I'd like to know is did these efforts increase their brand awareness? or the number of loyalists/followers/pinterest members or facebook group members? Or affect sales in any way? I had never actually heard of any of these with the exception of Nike's and I am a member of all of the social networks and platforms on which these ran.It'd be great to have some actual statistics.
Love these, especially Honda, which leveraged a great tactical insight, and also Grey Poupon with a creative one. Sephora on the other hand must have generated tons of fake fans by giving away prizes with such mass appeal - I would have advised something more relevant to its customers.
I like Dollar Shave Club's video and America's Got Talent YouTube submissions. Both campaigns are viral.
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