Elizabeth Arden’s follows a pretty typical social strategy for a beauty brand. On Facebook, where it has 151,000 likes, the company often asks consumers for their input around products, along with deal announcements. On Twitter, where it has less than 18,000 followers, Elizabeth Arden pumps out giveaways, product launch annoucements and expert tips. Over the past few months, Elizabeth Arden has begun to add Pinterest to the mix.
With just five boards, the beauty brand aims to inspire there, whether it’s through product shots or inspirational slogans. For example, a recent post features a photo of Elizabeth Arden’s Red Door fragrance, which when clicked goes to a positive product review on Harper’s Bazaar. Clicking on other items routes consumers to the product page on Elizabetharden.com, where consumers could get more information and purchase.
The brand’s latest effort there is around contests. Pinterest has proven fertile ground for these bedrock Internet promotions, with brands like Lands End and Pepe Jeans running them. It’s also not new in the wider social world. Brands have long run promotions to drive Facebook likes in the promise of charitable donations or even the use of brand hashtags with promises of do-gooder activity. The “Pin It to Give It” program will donate one eyeliner to the Look Good Feel Better charity for each re-pin of any Elizabeth Arden content. The maximum number of eyeliners to be donated is 10,000. It’s a cheap and easy way to drive engagement, as re-pins are the core social interaction on Pinterest. Since it launched on June 27, Elizabeth Arden’s board dedicated to the program has 860 re-pins.
Pinterest attracts a heavily female audience, of course, with ComScore reporting 80 percent of its users are women. Fashion and beauty brands have flocked there. Maybelline, for instance, has 18 boards with the beauty looks, fashion trends, products and pretty pictures for inspiration.
“Inspirational Thoughts,” a noteworthy Elizabeth Arden Pinterest board, focuses on words the company lives by and is meant to inspire viewers. Quotes like, “Believe you can and you’re halfway there,” and “The longer I live, the more beautiful life becomes,” are what the brand calls words of wisdom.
Interestingly, Elizabeth Arden hasn’t set up shop on Tumblr, an early favorite for fashion and beauty brands.
“[Pinterest] not only allows Elizabeth Arden to connect with fans, but brings a sense of meaning and inspiration to the relationship between the brand and its fans,” said Christina Bennett, social media manager at Elizabeth Arden. “At the end of the day, this unprecedented access allows us to create an even better Elizabeth Arden for our consumers.“
How brands like Pepsi and American Eagle are investing in original sound marketing on TikTok
Pepsi announced a partnership with singer and actress Chlöe Bailey on Tuesday to release a new version of the song “Footloose,” encouraging TikTok users to join a dance challenge using the sound.
Evil Geniuses is using its DEI-friendly profile to win business from brand partners like Bud Light, HP and others
Evil Geniuses’ DEI-focused branding allows it to serve as a more palatable alternative to esports organizations embroiled in controversy.
Square wants to reach Hispanic consumers with new Spanish-language marketing push
As Hispanic entrepreneurs and consumers become an increasingly influential part of the U.S. economy, Square — the San Francisco-based fintech company — hopes its new Spanish-language marketing efforts will resonate with small business owners and the communities they serve.
SponsoredHow marketers are tailoring data-driven creative to engage audiences on CTV
Gabriela Maestre, vice president of creative solutions, Tremor International As the end of the year approaches and marketing teams look to finalize their 2023 budgets, many are wondering how to ensure their ads are set up for success in the months ahead, appealing to unique audiences whose media consumption habits continue to evolve. Advances in […]
Fireball taps into streaming, Instagram to reach Gen Z of drinking age
To drive reach and awareness with Gen Z, spirits brand Fireball last month increased its digital video output on Instagram and streaming sites like ESPN, Peacock and Hulu with 15-20 second ads. It is the cinnamon whiskey’s first creative campaign to market to Gen Z, as many are now of legal drinking age. (The demographic […]
Why regulators are still at odds over ad tech data privacy standards
The problem with attempts to bring order to online advertising’s data industrial complex is how loosely written the rules are.