Activation

The Campaign will be rolled out within 2 phases: Campaign Awareness and Consumer Participation.

 

Phase I: Campaign Awareness

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Instagram:

• Main social media channel where users will submit their contest videos

• Paid promotional posts informing users about the contest

• Reposting videos from paid influencers showing off their own #MySephora routine

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Twitter and Facebook:

• Paid ads promoting the campaign

• Responding to tweets, comments and questions about the campaign

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YouTube

• How-to make up look videos using popular Sephora and private label “Sephora Collection”. These videos will be cross-promoted on Instagram, Twitter and Facebook.

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In-Store Component

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Select stores will allow customers to purchase 3 products, one of which must be a Sephora Collection product, as a bundled product presented in a plain gift box branded with #MySephora across the box. There will be a gif photo booth at select stores where customers can take cute 3 seconds gifs with their friends in front of a #MySephora moniker with optional funky costume accessories or their purchased #MySephora bundled product. Once their photos have been taken to create the gif, the photo booth will prompt users to either have their gif emailed, texted or sent to their Twitter accounts. This would add on to Sephora customers’ love of the hands-on in-store experience and provide them with the opportunity to automatically share their in-store experiences online.

 

Phase II: Costumer Participation

 

In order to enter the #MySephora contest, customers must post a 30 – 60-second-long video on Instagram and Facebook describing their everyday make-up look or skincare routine with at least 3 selected Sephora products. One product, however, must be a Sephora Collection beauty tool or cosmetic product. Having this stipulation within the campaign rules, the brand improves their private label brand awareness by promotion of their own products in addition to brands most make-up consumers already know about. Contest participants must tag 3 friends in the caption challenging them to complete their own #MySephora post and include the campaign hashtag #MySephora. Having customers tag friends to join in on the fun, expands the share of voice and increases reach and impressions, thus organically increasing brand awareness.

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A group of paid beauty influencers will help get the word out on the campaign by making their own #MySephora themed content encouraging their followers to join in. The group of 5 popular beauty influencers will then search for their top 10 favorite #MySephora videos for users to then vote for their top 3. Sephora customers can vote for their favorite videos on the official contest website mysephora.com. When users log on to mysephora.com, they will be redirected to the Sephora.com website on a webpage named #MySephora. Having the mysephora.com domain be redirected to the online store, helps convert contest participants into customers by encouraging them to shop for products after they cast their votes.

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The winners of the #MySephora contest will have their own “My Sephora” gift boxes created as part of a new gift box collection, only available online at Sephora.com. Winners will also be featured in an official Sephora YouTube video, one of the esteemed 5 beauty influencer judges will give them a makeover with Sephora products (including their 3 selected Sephora products.)

 

The budget for the #MySephora social campaign will be $1.2 million. Expenses will mainly stem from paying influencers for their content creation services, production for corporate videos, web design, paid social ads and installation and facilitation of select interactive #MySephora photo booths.