Ciszewski Internet: Cashmere case study


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Ciszewski Internet: Cashmere case study

  1. 1. Cashmere brand in Social Media Sucess story Ciszewski Internet July 2011
  2. 2. <ul><li>DAX Cosmetics, one of the leading Polish cosmetic companies, has over 25 years' experience in the manufacture of cosmetics . </li></ul><ul><li>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 . </li></ul><ul><li>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 . </li></ul>Introduction
  3. 3. <ul><li>To reach and build brand awareness among young women (25-35). </li></ul><ul><li>To create dynamic and innovative brand image. </li></ul><ul><li>To create a coversation about beauty, cosmetics, makeup, etc. under Cashmere brand. </li></ul>Challenge
  4. 4. <ul><li>Women who really care about their look and beauty, age 25-35. </li></ul><ul><li>Living in medium and big cities. </li></ul><ul><li>Looking for inspiration about style and makeup in the Internet. </li></ul>Target group
  5. 5. <ul><li>Facebook activities were supported by Social Ads campaigns. </li></ul>Our tools
  6. 6. Blogger Relation <ul><li>We chose 10 influential fashion bloggers and asked them if they would like to do something togther with Cashmere brand. </li></ul><ul><li>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. </li></ul><ul><li>In any case we gained huge response to publications about Cashmere. </li></ul>Blogger Outreach <ul><li>Results: </li></ul><ul><li>More than 10 publications on with monthly reach ca. 225.000 UU </li></ul><ul><li>1195 comments to posts about the brand. </li></ul>
  7. 7. Let’s talk about makeup… … on Cashmere Facebook Page.
  8. 8. <ul><li>Facebook Page became a hub of brand online activity. </li></ul><ul><li>We publish almost everyd ay and each post gets 4000 to 6000 impressions (avarage). </li></ul><ul><li>We engage with fans in conversations about beauty, makeup and ask for opinions about the products. </li></ul><ul><li>We create engaging aplications for Facebook fans. </li></ul>Cashmere Facebook Page <ul><li>Results: </li></ul><ul><li>Over 6000 fans in 6 months </li></ul><ul><li>Active community, lively conversations. </li></ul>
  9. 9. <ul><li>The idea: guess which product is in the chest today. Every day two persons win Cashmere cosmetics. </li></ul><ul><li>Only Cashmere fans can enter the contest. </li></ul><ul><li>We sent 50 prizes to the winners. </li></ul><ul><li>Communication of the contest were supported by small Social Ads campaign. </li></ul>Facebook application: Contest <ul><li>Results: </li></ul><ul><li>In 25 days application were used </li></ul><ul><li>by 4820 users. </li></ul>
  10. 10. <ul><li>The idea: Let’s give an opportunity to try Cashmere cosmetics online on Facebook. </li></ul><ul><li>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. </li></ul>Facebook application: Cashmere Studio <ul><li>Results: </li></ul><ul><li>Application creates a lot of buzz among </li></ul><ul><li>dedicated fans of Cashmere. </li></ul>
  11. 11. <ul><li>Users love quick contests with small prizes. </li></ul><ul><li>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. </li></ul><ul><li>Easy and quick launch of new contest. </li></ul><ul><li>Located in a tab of the fanpage </li></ul><ul><li>Contest entries in a form of a comment. </li></ul>Facebook application: Mini Contests <ul><li>Results: </li></ul><ul><li>No. of contests to date: 3 </li></ul><ul><li>No. of participants: 165 </li></ul>
  12. 12. <ul><li>Since the start in January 2011 we gathered a group of over 6000 Cashmere fans. </li></ul><ul><li>About 1000 active users every day! </li></ul><ul><li>We engage fans in conversations with the brand on a daily basis. </li></ul><ul><li>Very positive coverage and reaction in the blogosphere. </li></ul><ul><li>We collected huge number of testimonials. </li></ul>Summary of the results Non-financial Financial <ul><li>Sales growth by 18% YoY (1Q 2011) </li></ul>+18%
  13. 13. <ul><li>Thank You! </li></ul><ul><li>Any Questions? </li></ul><ul><li>Pawel Stempniak </li></ul><ul><li>Strategy Director </li></ul><ul><li>e: [email_address] </li></ul><ul><li>m: +48 662 11 08 24 </li></ul>