Proud Productions: Sarah Kurt
The goal is not to build a community but to give a voice and a place to a community already existing. As a brand, the best is to provide that for your brand lovers.Sarah Kurt, Freelance Social Communications Expert
My proud production
For my proud production I was in charge of strategizing and developing an online social presence for American Makeup brand Urban Decay in the Benelux market. The strategy in a nutshell was to create a Facebook group with a horizontal structure bringing together various talents: Urban Decay fan and good buyers / Urban Decay official makeup artist / Local Influencers that a Brand friends.
What company and industry was this assignment for?
Cosmetics sector – L’Oreal group, Urban Decay makeup brand.
Providing a safe place
Since Urban Decay is a strong digital brand, the goal was to make sure their fans had a place to express their love for makeup and have a direct connection to the Urban Decay universe. Structure was horizontal. Everyone has the same voice. Urban Decay was the provider of this safe place. The role of the brand: sharing news about the brand on exclusivité first in the group, sharing tips, allowing group members to test products before everyone else, contest, exclusive events …
Connecting community offline before connecting online
The FB group was launched live during an event in Amsterdam where all group members were invited. The idea was to connect the community offline before being connected online. The FB group was launched live during an event in Amsterdam where all group members were invited. The idea was to connect the community offline before being connected online.
Example of a branding post in the Facebook Group
What made it so rewarding for you?
It was rewarding to be able to bring together an online community in the offline world and vice versa. To build a community with true brand fans that usually don’t mix. The fact that it was never done in EMEA L’Oreal and we were able to test it in Benelux markets. Group members were all super positive about the initiative. Returns of event was huge and afterwards they were really active in the Facebook group.
Some pictures of the event in Amsterdam
What was the end result?
The result was to be able to grow brand love from Facebook group members. We were able to run sales exclusively for them. To develop social selling campaigns for some influencers within the group. What did it accomplish for the client? Better understanding of the local target group. Stand out as a makeup brand in a saturated market. Being present offline and online amongst the target group social landscap and generate extra sales.
It was exciting to be able to do something innovative that was never done before for a brand that I love! I was happy I managed to convince top management about the path we should follow. It was a real challenge to make the brand live offline and online simultaneously. And the best part was to meet all those brand fans that are an inclusive and benevolent community.
What would you adjust if you were allowed to do this project again tomorrow?
Covid definitely had an impact on the campaign roll out. We had more events and offline activations planned but we had to adapt to make it work in covid times.
Example of content posted in the Facebook Group
What did you learn from the project?
How offline and online strategy well managed can build a strong community. Once you are closer to your tribe as a brand, you can listen better, therefore market better.
Tip for others 🙂
The goal is not to build a community but to give a voice and a place to a community already existing. As a brand, the best is to provide that for your brand lovers.
Thank you Sarah! You can check out Sarah’s LinkedIn and Digital Portfolio here
Digital Portfolio: https://www.instagram.com/sarah_booked_and_busy/
Are you looking for someone with qualities like Sarah? Or do you have a project of your own that you would like to highlight?
Then get in touch with us!