Results and Effectiveness

4.4 million unique impressions. Not one of them was an “ad” but real recommendations. 210,000 viral impressions in beauty specific environments outside of Facebook. Increase of 650% in positive reviews Share of social conversations increased 114% within this category making it the most talked about brand during this period. 78% of the reviews were generated off the back of these banners stimulating others to add their recommendation. This 2 month campaign delivered an incredible 13.4% YOY sales increase (5% target) This equated to a huge increase in market share +5% ( 2% target). ROI of 295%, almost doubling goal set

Creative Execution

We activated Brilliances’ community of fans in Facebook, over 75,000, and encouraged them to write reviews for Brilliance with the allure of making the reviewer instantly famous! These reviews were immediately checked by our community moderator, then placed across all beauty verticals (e.g. Primped, Lifestyle, Dolly), but in an unexpected way. All existing display banners were replaced with rich media banners that automatically pulled the approved reviews in as copy. The content changed dynamically as new ones were written, creating the impression of a ‘live’ conversation. The authors were credited within the ads, giving the fans recognition and the reviews authenticity. The highly targeted nature of these social beauty environments encouraged further product discussion and reviews within the site. To keep the reviews coming, all traffic from the banners was directed to Australia’s premier beauty environment, Beautyheaven, where readers were encouraged to write reviews if they had used the product.

Insights, Strategy and the Idea

Brilliance had suffered declining sales since 2011 but it was the most recommended hair colour by women. The challenge was converting this advocacy into sales with <$50 budget. Our objectives 2% increase in market share YOY 5% increase in sales over the campaign Achieve 1:1.5 ROI We found that women’s top three beauty fears were- DIY bikini wax, Cut your own fringe, & Colour your hair at home Hair colouring is high risk. Brands of hair colour are bought on past success or personal recommendation. The higher the emotional risk the more peer advice is sought. Over 79% of our audience trust the opinions posted online by others. Insight: Peers trump promises Idea – Fancasting Real Experiences Capturing the confidence our fans had in Brilliance. Then spreading their faith in the product by paste-ing them into our banner ads, placed in trusted beauty environments. A real time broadcast of reviews.