Tag Archives: facebook

How Sephora’s Earth Day Marketing on Facebook Can Work for You

This year Sephora ran an awesome promotion that I’d like to share with you.  The campaign turns virtual tote bags into a word of mouth marketing promotion that generates revenue while boosting their brand image at the same time.

sephora_facebookWith the help of Facebook’s Gift Shop, Sephora launched a Facebook campaign that promotes a tote bag giveaway in honor of Earth Day.  Users can send the virtual tote bag to their friends that will give them a code to redeem the real thing through Sephora.com.  The virtual tote bag campaign achieves two great things.  First, this type of promotion is viral. The promotion can spread like wildfire through word of mouth on Facebook and aligned social media outlets.  Second, it makes money.  By offering a limited edition tote bag that is redeemable with a promotional code from the virtual gift, the campaign’s effectiveness is directly measured to every marketer’s delight!

Another benefit with the promotion include the positive brand equity that assoiciates Sephora with a good cause, Earth Day.  Sephora reaches a growing segment of people who seek organic, natural goods.  This segment is keenly aware of Earth Day and supportive of companies that share the values of the Earth Day movement.  With these product lines highlighted, Sephora can reach a new market that I suspect doesn’t generally associate Sephora with natural products.

If Sephora really wanted to push the envelope, I would suggest they provide an additional incentive for becoming a fan of Sephora’s Facebook page so the campaign has a lasting effect of driving traffic to Sephora.com. One good strategy to recruit more fans would be to ask users to post a photo, which requires you to become a fan, in order to get an additional percentage off their purchase or some other additional incentive.  This would allow them to continually promote future campaigns more easily and allow their evangelists to continually evangelize the Sephora brand.

With over 100,000 fans so far, Sephora’s Facebook marketing strategy has been very fruitful.  Retailers could learn a thing or two by monitoring their strategy and emulating the things that work.

Web 2.0 is Friendlier than Web 1.0

I enjoy Web 2.0 sites like Facebook and Twitter because they foster accountability and positive interactions.

Sometime ago, people with cryptic usernames like webspider hid behind anonymity when interacting online.  In the Web 2.0 world, people are claiming their identities (which is a great for other reasons given this trend) and using social media sites in a way that more closely mimics real life interactions.

Fraudulent activity in the Web 1.0 world of shadows has given way to a more trustworthy world in Web 2.0.  This trustworthiness is a double-edged sword, but at the end of the day I find the authentic nature of Web 2.0 to be a much friendlier place to visit. The accountability of real identities ensures friendliness is the norm and mitigates the unsavory activity that Web 1.0 anonymity bred.

SmilePositive interactions are commonplace in Web 2.0.  Visits to Facebook and Twitter are full of affirmation and empathetic sentiments.  Following my friend feed of birthday wishes and affirmative comments help keep me up with all the great things going on in my friends’ lives and puts a smile on my face.  Hooray for Web 2.0!