When Sally Hansen, the number one brand in nail color, wanted to own nail art, they brought us on to strategize and execute a unique program proposition: engage with 18-34 year old females via a Facebook contest that encouraged product experimentation. The campaign, promoted across social media channels, featured a year’s worth of monthly nail art challenges. When we surveyed the landscape of what was available for nail art fans and artists, it was apparent that what was available to them for influence was either limiting, overwhelming, or both.
Our hypothesis was that users wanted a better tool to find their inspiration. Our solution (besides building a custom social media aggregator that would collect photos tagged “#iHeartNailArt” from Twitter, Instagram, and direct Facebook uploads) was to build a tool that allowed them to filter content that they wanted to view by color, trend, and Sally Hansen product. Along with a custom Facebook app, we created all of the digital promotional materials for the campaign, including display ads, Twitter, Facebook, and YouTube skins, and a six month HTML email campaign which were all refreshed monthly to coincide with the new theme for the contest.
The result? For the five months of the various contest themes there were over 16,000 photo uploads, Facebook likes for the brand increased by over 200,000, and sales of the targeted products had doubled. Notably, six months later, there were, there were over 25,000 submissions confirming that users were continuing to engage with the brand and tool well after the promotional piece was over.
