Social media launches into exciting new era9th December, 2019 by Laura Martin
Social media has evolved, and continues to evolve – not only by presenting new opportunities to target consumers, but in its development into an entire launch platform. It no longer simply channels trends, but creates them, and in turn is driving the creation of new brands and products within a range of industries – including FMCG, luxury goods, and beauty.
Rihanna created Fenty Beauty with a clear view to disrupting and diversifying the existing Eurocentric beauty ideal – and that’s exactly what she did. Fenty Beauty’s first advert featured women from a large range of ethnic backgrounds – a reflection of how Rihanna’s brand caters for all complexions. The brand’s foundation line comprises 40 shades, ranging from extremely fair, to extremely dark shades, in order to provide for those whose needs have been historically glossed-over by existing beauty brands. This innovative launch by Fenty Beauty saw a huge level of social media engagement, which in turn resulted in a domino effect; other brands, such as Dior, were suddenly forced to expand their foundation ranges and adopt a more inclusive brand voice.
This is demonstrative of the power social media has to reshape various industries, as brands are continually putting pressure on one another to modernise; whether it be targeting gaps in the market or channelling pre-existing trends in a new and exciting way, such as through influencers. Jeffree Star’s recent collaboration with Shane Dawson is a prime example of this.
In a six-episode mini-series, titled ‘The Beautiful Life of Jeffree Star’, Shane Dawson – YouTuber – documents the full creative process, as the duo launch the Shane Dawson x Jeffree Star Cosmetics ‘Conspiracy’ collection. The launch was a huge success, as the range sold out in its entirety – seeing 1 million eyeshadow palettes fly off the shelves within 30 minutes. This collaboration shattered a sales record for Jeffree Star Cosmetics, and as a result – although most influencer collaborations are developed as limited launches – the ‘Conspiracy’ Collection is becoming a permanent addition to the cosmetics line.
Social media has also given brands the power to be reactive and engage in real-time marketing, enabling them to generate a huge buzz in a matter of minutes. During the 2013 Super Bowl, Oreo capitalised on the power outage that shut down the game by sending out their notorious ‘Power out? No problem. You can still dunk in the dark’ tweet. Having been retweeted over 10,000 times in just an hour, this simple tweet has been cited by many as one of the best real-time marketing efforts to date, as it sent out a clear message about the future of marketing. Whilst traditional media still remains an integral part of marketing, social media has truly come of age, and is often the primary medium of choice for brand and product marketing. This shift accounts for the fact that brands, much like Fenty Beauty, are able to be more disruptive, and creative, than ever before.
Social media is evidently a powerful and effective tool, which we’ve mastered for clients across several different industries. For example, we were briefed by Irish Distillers to create a ‘big bang’ online to launch and sell 800 bottles of a limited-edition whiskey, priced at €500. Tying the launch in with World Whiskey Day, we created a digital campaign which saw the product sell-out in its entirety in just 6 hours, generating €1,000 worth of whiskey per minute and over 9 days’ worth of fan engagement time on social media, alongside a wealth of global trade and consumer coverage. The impact of this campaign was recognised when it was shortlisted for the PRCA Dare Award – Best Digital & Social Campaign of the Year, and – in like manner to the Shane Dawson x Jeffree Star collaboration – our campaign resulted in an exciting new revenue stream for the brand.
We’ve always got our finger on the pulse when it comes to social media and the growth in opportunities it presents. So, whether you’re a brand on a budget, or looking to splash the cash, if you’re looking to launch or promote, look no further.