Cashmere brand in Social Media

Sucess storyCiszewski Internet

July 2011

DAX Cosmetics, one of the leading Polish cosmetic companies, has over 25 years' experience in the manufacture of cosmetics.

DAX Cosmetics specializes in the manufacture and sales of face and body care cosmetics and protective sub-tan preparations. The products are sold at perfumeries, drugstores and mega stores all over Poland.

CASHMERE is a line of novelty cosmetics for a lasting and beautiful make-up. The unique 3D silicones contained in the products make the skin perfectly smooth and cashmere-soft to touch.

Introduction

To reach and build brand awareness among young women (25-35).

To create dynamic and innovative brand image.

To create a coversation about beauty, cosmetics, makeup, etc. under Cashmere brand.

Challenge

Women who really care about their look and beauty, age 25-35.

Living in medium and big cities. Looking for inspiration about style and

makeup in the Internet.

Target group

Facebook activities were supported by Social Ads campaigns.

Our tools

Blogger RelationWe chose 10 influential fashion bloggers and asked them if they would like to do something togther with Cashmere brand.

Bloggers were to decide what kind of activity would be the best for both: the brand and the readers. Some of them came up with ideas for contests and others run product tests.

In any case we gained huge response to publications about Cashmere.

Blogger Outreach

Results:•More than 10 publications on with monthly reach ca. 225.000 UU•1195 comments to posts about the brand.

Let’s talk about makeup… … on Cashmere Facebook Page.

Facebook Page became a hub of brand online activity.

We publish almost everyd ay and each post gets 4000 to 6000 impressions (avarage).

We engage with fans in conversations about beauty, makeup and ask for opinions about the products.

We create engaging aplications for Facebook fans.

Cashmere Facebook Page

Results:•Over 6000 fans in 6 months•Active community, lively conversations.

The idea: guess which product is in the chest today. Every day two persons win Cashmere cosmetics.

Only Cashmere fans can enter the contest.

We sent 50 prizes to the winners.

Communication of the contest were supported by small Social Ads campaign.

Facebook application: Contest

Results:•In 25 days application were used by 4820 users.

The idea: Let’s give an opportunity to try Cashmere cosmetics online on Facebook.

We created an advanced Facebook application that allows users trying effects of Cashmere cosmetics on their own picture and share with friends their new look.

Facebook application: Cashmere Studio

Results:•Application creates a lot of buzz among dedicated fans of Cashmere.

Users love quick contests with small prizes. According to Facebook rules contests cannot be directed on the Wall, so we created application that makes creating contests easy for admin and the users.Easy and quick launch of new contest.Located in a tab of the fanpageContest entries in a form of a comment.

Facebook application: Mini Contests

Results:• No. of contests to date: 3• No. of participants: 165

Since the start in January 2011 we gathered a group of over 6000 Cashmere fans.

About 1000 active users every day!

We engage fans in conversations with the brand on a daily basis.

Very positive coverage and reaction in the blogosphere.

We collected huge number of testimonials.

Summary of the results

Non-financial Financial

Sales growth by 18% YoY (1Q 2011)

+18%

Thank You!

Any Questions?Pawel StempniakStrategy Directore: pstempniak@ciszewskiinternet.plm: +48 662 11 08 24