It has been 2 years since Sephora Poland boarded our Golden Submarine. Our task: to manage and develop social media for one of the biggest perfumeries in Europe. Sephora offers thousands of products, including make-up, personal care, and beauty products, as well as perfumes available both on-line and at almost 90 stores across Poland. Sephora attracted many women who seek cosmetic novelties, talk about beauty products, and share their experience. They’ve created a huge community around the brand: 281 thousand followers on Instagram and almost half a million fans on Facebook! Such an impressive group … calls for more impressive content.
Challenge
Sephora’s communication was mainly based on information and promotions – and this was not enough. A new, content-based approach was necessary, as brand’s biggest fans expected more: they needed advice, closeness, joy, engagement… they needed something bigger. To find that „something” became our goal. That „something” should encourage our beauty community to interact. We knew it wasn’t going to be an easy thing!
Our approach
We changed the tone of Sephora story that was being told on brand’s main channels. While women remain main characters of the communication, we shifted our focus to their attractiveness, product prices, and benefits they offer, and occasionally, just to keep the feed interesting, we crack a joke. Looking at numerous comments and likes below our posts, seems like we were able to hit the spot!
Monthly we create over several dozens of posts. This requires a strong feedback between our creative and strategic teams and our client. We plan scenarios for supporting new products’ launches and brand’s events, we also coordinate cooperation with influencers. There is more! Since social media are Sephora’s important customer service channel, we engaged a team of moderators ready to answer any question, whether it refers to products’ availability, their ingredients, or – what was truly important during total lockdowns – opening hours and operating rules for stationery stores.
Phew… A cooperation between Sephora Poland and GoldenSubmarine smells like success!
