Beauty Appliance Brand — Social Campaign Planning & Delivery
Planned and delivered a social-sharing giveaway campaign for a beauty appliance brand seeking to expand awareness. The work covered participation mechanics, campaign page design and implementation, Facebook advertising, social promotion, application management, winner communication, and fulfilment coordination.
Period: Dec 2015 – Jan 2016
Where this experience applies
An integrated campaign project covering concept development, web production, advertising, social media, the application journey, and post-launch operations.
- Define the campaign concept and participation mechanics
- Connect the campaign page with advertising and social content
- Design the operational flow from application through notification
Overview
I planned and delivered a social-sharing giveaway campaign for a beauty appliance brand seeking to expand awareness. My work covered the campaign concept and participation mechanics, campaign page design and implementation, Facebook advertising, social promotion, application management, winner notification, and fulfilment coordination.
Background
This was the company’s first campaign of this kind, with no established internal process to follow. Its existing Facebook page had not been used actively, while the company already had relationships with a network of beauty ambassadors. The campaign was designed to build on that network while reaching new participants through social sharing and advertising.
Challenge
Because there was no previous campaign model, the complete journey needed to be designed—from how people would participate and discover the campaign to how applications, questions, winner communication, and fulfilment would be handled.
- Create a participation mechanic that was easy to understand and share through social media
- Use the existing ambassador network while extending awareness to new participants
- Coordinate the campaign page, Facebook advertising, social posts, and application handling as one campaign
Approach & Contribution
Designing an Accessible Participation Model
- Created a social-sharing entry mechanic for the giveaway
- Allowed participants to use the social platform they already preferred rather than requiring a specific channel
- Clarified the participation steps and the value of taking part
Extending Reach Through the Ambassador Network
- Invited existing beauty ambassadors to support the campaign
- Created a dedicated page introducing participating ambassadors on the official website
- Linked to ambassador social profiles, providing visibility for contributors while supporting campaign discovery
Connecting the Website, Advertising, and Social Channels
- Designed and implemented a campaign page explaining the offer and participation process
- Used Facebook advertising and feed posts to attract participants
- Launched Twitter and Instagram accounts and incorporated them into campaign communication
- Embedded a Twitter feed in the campaign page so current campaign activity remained visible
Managing the Journey Through Fulfilment
- Set up the application form and managed submitted information
- Responded to participant enquiries
- Sent winner notifications
- Coordinated giveaway fulfilment
Project Outputs
- Campaign landing page
- Application form
- Facebook advertising creative
- Campaign communication across Facebook, Twitter, and Instagram
- Dedicated ambassador profile page
- Ambassador outreach email
- Applicant and winner communications
- Giveaway fulfilment coordination
Outcome
Applications against target
107%
Ambassador registrations
+111%
Facebook Page likes
+~12%
- Completed the campaign above its application target
- Established Twitter and Instagram as new channels for campaign communication
- Delivered the campaign as one connected initiative across planning, web production, advertising, social media, application handling, and fulfilment