Viral Marketing report on my business fabulousbeautie.nl Written by me Ekene Patience

1. Viral Marketing For
Fabulousbeauties.nl
Marketing Minor Rotterdam
University of Applied Sciences
Grp 2A IBMS 401
Name: Nesiagho Patience
Ekene
Student number: 0893843
Coach&Coordinator : Mr Jan Looman

2. 1
Content
Preface....................................................................................................2
Dedication...............................................................................................2
Abstract..................................................................................................2
Goal.........................................................................................................2
1.Introduction.........................................................................................3
Aim/ Objective of the Study of Viral Marketing for Fabulous beauties..3
Methodology.............................................................................................3
Research Objectives..................................................................................3
Research Questions...................................................................................3
Fabulous beauties Introduction.................................................................4
Viral marketing Tools Used By Fabulous beauties............................4,5,6
2. Theories
2.1 What is Viral marketing......................................................................7
2.2 How Viral Marketing does works?...................................................7,8
2.2.1 The Incentives.........................................................................................9
2.2.2 Provide Contents for Effortless Transfer to Others...............................9
2.2.3 Build Trust..............................................................................................9
2.2.4 Humor....................................................................................................9
2.2.5 Tastemaker share it............................................................................9,10
2.3 Internet Viral Marketing- Two Effective Steps.................................10
2.3.1. Development of Concept that is worth spreading....................10
2.3.2. Word of Mouth..........................................................................10
2.3.3 Opinion Leaders........................................................................10
3.Research Methods......................................................................11,12,13
4.Findings.........................................................................14,15,16,17,18,19
5.Conclusions &Recommendations........................................................20
5.1 Conclusions....................................................................................20,21
5.2 Recommendation.................................................................................21
References........................................................................................22,23,24
Appendices
Appendix 1 .................................................................................25,26,27,28
Appendix 2.................................................................................................29
Appendix 3.................................................................................................29
Appendix 4.................................................................................................30
Appendix 5.................................................................................................31
Appendix 6.................................................................................................32
Appendix 7.................................................................................................33
Appendix 8................................................................................................ 33
Appendix 9.................................................................................................34
Activity Log..........................................................................................35,36
Lesson Learned....................................................................................37,38

3. 2
Preface
Currently I'm completing a Bachelor's degree in International Business and
Management studies at Rotterdam University of Applied Sciences, The Netherlands.
As a partial requirement for the completion of Bachelor Degree in International
Business and management studies, I have to conduct three months Digital Marketing
Minor and select a topic related to digital marketing. For this reason, I have decided
to carry out an extensive research on Viral Marketing for Fabulous beauties and
present my results in a written report.
The main aim I choose to do a research on viral marketing is to acquire broad
knowledge on viral marketing and build ore brand awareness for fabulous beauties.
Dedication
I dedicate this report to my family, teachers, friends, customers of fabulous beauties
and to the dedicated and cooperative coaches of Rotterdam University of Applied
sciences in The Netherlands.
Abstract
Viral marketing is a constantly used nowadays by individuals businesses to market
their products. It has high potential to quickly reach large audiences at low costs
compared to traditional advertising. Since consumers are becoming more cynical
about the influence from marketers, viral marketing seems the perfect weapon for
marketers. One of my aim of writing this report is to investigate how viral marketing
can be best used in marketing fabulous beauties.
Since one of the two goals of a viral tactic is to increase forwarding behaviour, this
thesis will investigate how the intention of fabulous beauties customers to forward
viral videos can be increased.
Problem
There is no online content of fabulous beauties that has profoundly gone viral.
Fabulous beauties do like to have its content online and offline to go viral so
that we can reach more potential customers and increase acquisition.
Goal
The goal of this thesis report is to discover whether fabulous beauties can increase
the chance of their videos being forwarded by utilizing certain message
characteristics. This will be done by exploring whether constant blogging, surprise,
humour, creativity, relevance and a soft sell message approach have a significant
influence on the intention to forward.
This finding will result in interesting recommendations for fabulous beauties and
other companies interested in applying viral marketing strategies.

4. 3
Chapter 1
Introduction
Viral marketing is a marketing strategy that focuses on spreading information and
opinions about a product or service from person to person, especially by using
unconventional means such as the Internet or e-mail.
Marketing has changed enormously, consumers are becoming prosumers where
knowledge and ideas of consumer is required for a business success . Meanwhile,
knowledge of marketing channels is even more complex, from the first rumor
spreading to newspaper, radio and television. Even the newest channel of marketing,
the internet, is evolving into new channels within itself (Kirby, 2004). Among these
internet channels we find new names and words like Facebook, Twitter, blogging
and YouTube. These are all names of different social-communities or networks
where people meet, exchange information and receive marketed messages every day.
The world is becoming a global village and people tend to spend more time on
internet. As a marketer for fabulous beauties, it is essential for me to learn the new
trend involved with viral marketing.
Aim/ Objective of the Study of Viral Marketing for Fabulous beauties
The aim of this study was to explore viral marketing campaign, planning and
evaluation in order to help me as a marketer for fabulous beauties develop better
campaigns. My motivation for the study came primarily from my interest in Digital
marketing and sales and to improve my marketing skills.
by studying the behaviour of customers online. I used
questionnaires to gather information for business owners( Please see
appendix six for the questionnaires).
I studied my social media activities online for creating awareness for
Fabulous beauties.
I also used online case studies and articles regarding viral marketing.
Furthermore I conducted direct interviews with related business
owners.
Research Objectives
The objective of this study is to study
The effect of Viral marketing on fabulous beauties as a business.
To establish suitable viral marketing method suitable for Fabulous
beauties as a businesses.
To identify challenges faced by the business when carrying out
viral marketing.
Research Questions
What is Viral Marketing?
How does viral marketing works?
What is the effectiveness of viral marketing versus other marketing
tools?
What are the good viral marketing campaigns carried out by other
companies in similar business line as fabulous beauties?
How does fabulous beauties practice viral marketing?
How do you make a marketing campaign or video go viral?

5. 4
1.6 Fabulous beauties Introduction
Fabulous beauties offers services such as Manicure, pedicure, make-up,
photography, photo studio rent and modelling.It is located in’s-Gravenpolder
Zeeland, The Netherlands .Our services can also be offered at location. We are
registered at the chamber of commerce in Middelburg nr. 58179186 (Fabulous
beauties, 2014)
was founded by me and my husband Mr. Aart Rietveld in September 2013.
My aim of choosing viral marketing which is related to digital marketing is to gain
more knowledge in this field and subsequently apply it in marketing and sales for
fabulousbeauties.nl
dc
The Internet is huge, with billions of websites on every topic imaginable. Viral
marketing is beneficial for fabulous beauties because it will help our company
to create a buzz, easy to share, works online and offline too.
93% of marketers had used video for online marketing. (emarketers,2013).
Fabulous beauties uses the internet to promote its products and services by
sharing videos and pictures on social media. Video tends to educate the
viewers. Another attractive characteristic about pictures and videos is that it
can be disseminated around the web very quickly, and that lends it to viral
capabilities very well. Using social media for marketing helps fabulous
beauties to save cost of advertising.
YouTube Channel
Fabulous beauties uses the viral power of social media for it marketing activities.
YouTube is the world’s most popular video sharing website, and the second largest
search engine.
You Tube streamed more than 800 billion videos in 2013.
25 hours of content was uploaded every minute (Online Schools,2013).
Fabulous beauties account on YouTube has eight thousand five hundred views and
nineteen subscribers.
Content is key. Fabulous beauties shares quality and relevant content online. I film
product reviews, Do it yourself (DIY), make-up tutorials beauty and styling and post
it on YouTube. I also make sure I post my websites and links to my social media
activities on the description section of YouTube in order to create more awareness,
in hope to get them to click the links in the video’s description. I also have Playlist
so viewers can immediately view the next video without having to search further. I
also encourage comments, sharing via social media such as Facebook, Twitter,
Pinterest and subscribing
1.7.2 Facebook Page
Fabulous beauties uses Facebook as a social media tool for promotion.
I post regularly on my Facebook page with updates of my activities.
Facebook enables persons to like, comment and share contents.
This means enhances viral marketing and creates awareness for fabulous beauties.
Presently fabulous beauties Facebook page has eight hundred and forty likes.
I promote fabulousbeauties.nl and my blog on Facebook groups. This activity
increases the number of visitors on my blog, face book page and website.

6. 5
I also invite friends to like my Facebook page.
I also created a Facebook group to promote fabulous beauties. Due to my regular
updates on Facebook, I apply soft marketing tactics, and I am able to establish
relationship with potential customers.
Instagram
Instagram is a great tool for content marketing. The website enables individuals or
businesses to post pictures and short videos to promote their brand and acts as a
review sites for companies. I do post pictures of Makeup, client’s pictures, tutorials
on Instagram to create awareness. I also use videos. Videos have four key
components, Message, Emotions, satisfaction and share provoking. Our company
strive to post quality contents that might go viral. Starbucks is great example of
company that has used Instagram efficiently. The company writes names of the
customer’s coffee or other product cups and encourages them to post it on social
networks such as Instagram. Studies have shown that Instagram provides more
traffic than other social media tools.
Twitter
Twitter is a powerful social media tool that gives businesses the opportunity to go
viral. Fabulous beauties uses twitter to post news, updates and customer service for
its clients and prospective customer. Fabulous beauties use twitter to interact and
build relationship with its prospective customers by engaging them with useful
contents.
I do make up tutorials and reviews and upload them on YouTube afterwards I share
these contents on Twitter via YouTube. I also use twitter for customer service.
Google plus
According to Visually, Google plus has over 343 million active users, 80 percent
which are active once a week and 60 percent are active daily. One of the main
reason fabulous beauties uses Google plus is the search engine visibility it offers.
Fabulous beauties make use of key words when marketing via Google plus which is
very important.
Frequent posting on Google plus generates more traffic to our website, more likes
and followers. There are a lot of communities on Google plus, fabulous beauties
have joined several to build brand awareness and trust. I have almost three hundred
thousand views on my Google plus account.
Website
The name of the website of fabulous beauties is www.fabulousbeauties.nl. My
YouTube tutorial videos are embedded on the website because videos increase a
visitor's time on page and improve conversion rates."
The website link is written on my flyers, complementary cards which I distribute in
beauty shops, schools, events and on my online social media accounts such as
Facebook, Twitter, Google Plus and so on. sharing my website online helps to create
brand awareness. I often include link to my website each time I share a post on my
blog, this helps to increase traffic to my website and conversion rates
Sharing blog posts that offer valuable and helpful information builds credibility with
our readers. When you have that trust with customers, there’s a good chance they’ll
stay on your site to check out what else you offer after reading your blog
post(Bruceclay.com, 2014).

7. 6
Tumblr
Tumblr is one of those important social networks which are often overlooked, but
which has tremendous potential for SEO and social media marketing. (Young.
2013).Fabulous beauties uses tumblr or blogging, popular posts (pictures or videos)
are usually reposted to many other tumblogs. Tumblr is very important in promoting
our brand online, engage with fans and build relationships with potential customers.
Why does Fabulous beauties uses Tumblr?
 130.5 million blogs on Tumblr, as of August 2013
 28th highest traffic site on the web according to Comscore
 300 million unique monthly visitors according to Yahoo
 50% of Tumblr users are under the age of 25
 53.5% of Tumblr Visitor are females
Events/ Events Sponsorship
Events helps fabulous beauties to create awareness.
I have participated in several beauty events and workshops. These events creates an
opportunity for me to talk to the clients and potential customers about our business.
At the end of the events, I usually give out my complementary cards. I have been
able to acquire clients via this method. For instance on the third of October, my
lectures Miss Tanya Dimitrova and Mr. Looman asked me to be a guest lecturer. I
was a guest lecturer at Rotterdam University. I gave my classmate lectures on how to
build a website and I also discussed my business with them. I have conducted
couple of workshops for teenagers from age range 10 to 18 years old here in the
Netherlands to teach them how to apply make-up, do hair styling and so on.
Afterwards these young ladies share their experience with their parents and friends.
I have acquired more customers by this means of word of mouth marketing.

8. 7
Chapter 2
2.0 Theories
2.1 is Viral Marketing?
Viral marketing also known as the internet version of word of mouth marketing
(WOMM) describes any strategy that encourages individuals to pass on a marketing
message to others, creating the potential for exponential growth in the message’s
exposure and influence. Like viruses, such strategies take advantage of rapid
multiplication to explode the message to thousands, to millions.
Viral marketing has become an increasingly marketing tool for businesses,' like a
viruses' takes advantage of the rapid multiplication to explode the message to
thousands - or even millions.
Word-of-mouth is a known marketing technique known for its effectiveness for
centuries. Word of mouth are very important for marketing on the internet. The value
proposition of viral marketing is largely based on its use of existing digital network,
which are relatively inexpensive, fast and easy to use and often include a global
audience. Fortune magazine calls Viral Marketing 'inexpensive and potent'.
Consumers often cannot process all the information before making a decision to
them for purchase they often engage in simple guides for making their information-
seeking and decision-making processes easier by asking friends, family or going to
conduct research online for more information about the product.
WOM communication helps to reduce the amount of information that must be
processed in order to make a decision (Duncan et al, 2014).
2.2 How does Viral Marketing works?
The basic principle behind Viral marketing is the ability for others to forward the
message to one another as a result acquiring potential customers; in viral marketing,
the communication style used for transmission is usually informal.
Messages are spread through different channels including e-mail, chat rooms
YouTube videos, eBooks and article marketing. They may encompass various types
of content ranging from text and images, to Microsoft PowerPoint files, Adobe's
Flash animations and so on (Woerndl et al, 2008).
2.2.1 The Incentive
Free is the most powerful word in Marketer's vocabulary (Sznajder, 2014).
In order to have a successful viral marketing campaign, Businesses have to offer
incentives for individuals/ customers to participate i.e. a reason to pass on the
message to others. The reason for this should be obvious - why should people choose
to forward your marketing message to others? Our need to give them an incentive to
do so.
The important point here is that an incentive can take many forms - the exact choice
of the incentive depends on your goals, resources and audience.
One of the main reasons people share information is because it is useful. Coupons or
articles about good beauty shop helps others save money. Consumers might share
these information for altruistic reasons (e.g. to help others) or for self enhancement
purposes e.g. to appear knowledgeable (Wright, 2014). Unique videos also has high
tendency to go viral!
The viral marketing transmitters spread the word most of the time voluntarily. This
increases the trustworthiness of the message and the listeners are more open to the
product or service and will listen or read to the message. A reason for that is that the

9. 8
sender knows his/hers network and who would be interested in the message
(product/ service). If someone is paid to speak about a product people are more
skeptical towards it (Dobele, Toleman & Beverland, 2005).
2.2.2 Provide Contents for Effortless Transfer to Others
It is very essential to provide easy and effortless ways of sharing your video or other
content online, just like viruses which only spread when they are easy to transmit.
The medium that carries marketing message must be easy to transfer and replicate:
email, website, graphic, software download. Viral marketing Works famously on the
Internet because instant communication is easy and inexpensive. The digital format
makes copying simple. From a marketing standpoint. Companies must simplify our
marketing message so it can be transmitted easily and without degradation. Short is
better. The classic is: “Get your private, free email at http://www.hotmail.com.” The
message is compelling, compressed, and copied at the bottom of every free email
messages.
Dunkin' Donuts and Harley- Davidson to Volks wagen and Victoria secret have
created YouTube channels. GM and other companies have posted visual contents
on Flickr. Coca-Cola Facebook page has 5.4 million fans. (Herman, 2006).
According to Ahuja, Michels, Walker and Weissbuch (2007) the offline conversation
is still about 80% while the online are the leftover 20%. This means that the major
part of viral marketing is taking place offline and not in front of a computer.
Furthermore, according to the authors Ahuja et al., (2007), The offline behavior how
the members act when they are not online on a social community or a website is not
visible. This makes it hard to measure the offline behavior when it sometimes has a
higher group influence than an online dialogue. The core member is important for
the construction of a social community network, he/she is the expert at the subject at
the site and other members listen to them. That makes the core member the creator
of the site and in which direction the web site is taking depends on the core
members’ knowledge. People are influenced by others in social communities, but the
extent they become influenced has a strong connection if the community has a high
heterogeneity or not.
Giving away that content creates a relationship and builds one of the most important
things a business can have with their prospective customers; credibility and trust. It
builds your brand as a market authority. Due to social media, great content also has
significant viral potential. Getting your content shared will multiply it’s effect
significantly and increase your brand’s reach far more than you could ever hope to
achieve on your own. (Plus, 2014)

10. 9
2.2.3 Build Trust
Trust is another element involved with viral marketing. Customers tend to
become loyal customers and brand ambassadors with the brand their trust. It
is very essential for businesses to build trust among their customers in order
to receive patronage and consequently gain brand ambassadors/evangelist.
Big brands such as Lancome and L'oreal has used Michelle Phan as their
brand icon because of her popularity on social media . Michelle Phan is a
YouTube beauty guru with more than seven million subscribers on her
channel (Phan, 2014). Her followers trust her recommendation. There is a lot
of positive reviews on her by her fans.
Companies strives to improve creativeness, uniqueness and humor because this will
increase the chances of our product and services to go viral on and off the digital
world. An effective viral marketing campaign can create an instant buzz, thereby our
company can experience a huge improvement in gross revenue of your business or
company. This is how a viral marketing campaign can benefit businesses.
Dove a well known brand went viral last year with Real beauty campaign sketches.
Just one month after its release, Dove's "Real Beauty Sketches" has garnered more
than 114 million total views, making it the most viral ad video of all time
(Stampler,2013).
2.2.4 Humor
Video that has humour in it has a higher tendency to go viral on YouTube and other
social networks. But even if your video is funny that doesn’t necessarily guarantee
that your video will go viral. Although, Viral Marketing Videos are unpredictable,
but that’s part of what makes them so successful! Take the Old Spice Commercial
for example…that went Viral on YouTube and on Facebook! And why?? Because it
was original and hilarious!! So the common theme will usually either be clever
originality, humour or both! Originality that is based on the current pop culture–what
is big and popular RIGHT NOW! Or that is just so clever and smart that it will then
just BECOME our pop culture!! A good example is the YouTube video of Evian
Baby which was very humorous and unique video. Evian's babies are giants across
the digital-marketing landscape.
DANONE's luxury water brand earned its first taste of viral immortality with 2009's
"Roller Babies," which featured CGI infants tackling extreme roller-skating stunts.
One of the first YouTube-exclusive campaigns by a major brand, the clip earned a
spot in the Guinness World Records as the most viewed online ad ever, with more
than 25 million views in less than two months.( Ankeny,2014)
2.2.5 Tastemakers Share It
These are the influencers with large tribes of followers that introduce us to new and
interesting things and bring a larger audience (Bullas,2012). Almost all viral videos
get their legs after being discovered by tastemakers and digital influencers they

11. 10
mention it, post about it, Tweet it or otherwise bring attention to the video, others
pass it on via Facebook, blogs, and Twitter, and pretty soon everyone you know is
saying, “What does it meeeeeeean?”. Kevin Alloca gives a good TED talk on the
subject.
2.3 Internet Viral Marketing- Two Effective Steps
2.3.1. Development of Concept that is worth spreading
This can be helpful information's, tutorials, jokes, quiz or games. If an individual or
company is lucky, the content might spread so much that it might become an
international phenomenon.
2.3.2. Word of Mouth
Word of mouth (WOM) is known as unpaid spread of information about a product
by consumers.
Consumers tend to talk about the products they are interested in on their daily
dialogs. (Wampole, 2012)
Word-of-mouth marketing can be encouraged through different publicity activities
set up by companies, or by having opportunities to encourage consumer-to-consumer
and consumer-to-marketer communications. It includes buzz, viral, blog, emotional
and social media marketing.
Positive WOM usually results for a good brand experience and is spread by 'brand
ambassadors' online and offline. Customers tend to remember a better a good service
or experience compared to bad experience from a brand. Consumers often make their
decision on patronizing a brand when it’s being recommended by a close friend or
family members.
2.3.3 Opinion Leaders
Opinion leaders are small group of people who interact frequently with each other
for example bloggers. Consumers seek out help in making purchasing decisions;
they have the standing to be able to influence others in their decision making.
Opinion leaders are usually people who belong to one clique. Companies that wish
to have their products or services go viral can approach more influential users who
can function as opinion leader. For instance Oral B Toothpaste Company used the
famous Shakira, the musician for its advert videos and promotions, this act have
enabled the company’s message to reach millions of customers( P&G, 2013).
Heineken also used the same tactics by using young European footballers as their
brand ambassadors. Ideas and opinions of Opinion leaders are discussed daily and
influences consumer behavior(Brownsell,2011).
Marketers can ask opinion leaders to promote their products on their blogs or
YouTube videos; this enhances the chances of sales. Opinion leaders sharing videos
in their social circles. A single video can be seen by millions and millions of
potential customers over time. It is advisable to find an opinion leader in any given
industry or niche market, there are bound to be handful opinion leaders who can take
a new idea and spread it. These might be popular YouTuber, Twitter account with
thousands or millions of subscribers and followers.

12. 11
Chapter 3
3.0 Research methods
How does it work?
Research question
How does viral marketing works?
Objective
In order to gain a background knowledge on how other business owners in more or less the same line
of business as fabulous beauties participate in viral marketing and how it works for them.
I carried out research using quantitative and qualitative methods in collecting information.
Research method
Interview with Mrs. Juliette Esajas
I conducted an interview with my coach Mrs. Juliette Esajas. She is an Independent Sales Director for
Mary Kay in The Netherlands . She has been a beauty consultant for several years.
I chose to conduct interview with Mrs. Julliete Esajas because she is the Director of Mary Kay beauty
consultant association in The Netherlands. She is well known amongst beauty consultant in The
Netherlands and Germany. She has been able to acquire lots of clients and helped ladies to becoming
Independent beauty consultants for Mary Kay.
Please find in the appendices my interview questions with Mrs. Juliette Esajas
Effective Viral marketing
Research question
What is the effectiveness of viral marketing versus other marketing tools?
Objective
To gain knowledge on the effectiveness of viral marketing compared to other tools (Online and
offline) used for marketing .
Research method
In order to investigate the effectiveness of viral marketing, I used a questionnaire to conduct
interview with Mrs Bereshna Niazi (CEO) Parfumstar in Rotterdam (Please see appendix 6).
Parfumstar is a beauty shop located in Hoogstraat Rotterdam the Netherlands. Parfumstar sells luxurious
perfumes, cosmetics and make-up for very affordable prices.

13. 12
I chose to conduct interview with the Ceo of Parfumstar because , I have had the opportunity to
work in her beauty shop few years ago, I have been able to learn and gain experience on her she
participates in promotions and creating awareness for her business.
Fabulous beauties online activities
Research question
How does fabulous beauties practice viral marketing?
Objective
To study fabulous beauties online and offline activities and its effects on viral marketing for
our company.
Research method
I studied my online and offline activities for fabulous beauties. The research method for this is
desk- research.
What are the good viral marketing campaigns?
What are the good viral marketing campaigns carried out by other companies in similar business line
as fabulous beauties?
Objective
To enable fabulous beauties gain insights on most effective tools to use for marketing its
products and services online and offline.
Research method
In order to find out good viral marketing campaigns done online, desk research is done. I studied
articles, social media activities and website of Nikkie's tutorials.Nikkie is a make-up artist and a
You Tuber from The Netherlands. She started make-up tutorials eight years ago online . Her channel
NikkieTutorials” started growing bigger and bigger, ending up being The Netherlands’ number 1 most
subscribed and most watched beauty channel (Nikki's Tutorials, 2014).

14. 13
How to make a marketing campaign or video go viral
Research question
How do you make a marketing campaign or video go viral?
Objective
To learn how successful business owners in similar line of business as fabulous beauties has
been able to make their contents go viral
Research method
In order to gain insight, I studied the online activities of world's best make-up artist on YouTube
Michelle Phan. I also bought and studied her book called MICHELLE PHAN Makeup (Your
life guide to beauty, style and success online and off .

15. 14
Chapter 4
4. Findings
After having done the literature review, interviews, questionnaires and studied my
online activities, certain interesting findings came out.
Below are the results of all the research and interview on Viral marketing. Some
visuals are included, but more can be found in the appendix.
4.1 Interview with Mrs. Juliette Esajas
After conducting an interview with Mrs. Juliette Esajas uses social media for
practicing Viral marketing for practicing Viral marketing.
She told me she uses Social media tools for creating awareness such as Facebook,
Twitter, Pinterest, YouTube,Flickr, and email marketing ( see appendix 2). She said
that these social media tools has enabled her to increase her conversion rate by
regularly posting updates on her Facebook page about her product offers, sales and
discounts.
She also regularly sends emails and Whatsapp messages at least once a week to all
her contacts informing them about new products, events and seminars.
In her event invitation emails, she advices the beauty consultants to spread the
message and invite their friends or family members for the upcoming events and
seminars.
She also advised that content is key, She usually post beauty related contents on her
social media pages with beautiful pictures and videos related to Mary Kay. (Please
see appendix for more information).
These online marketing tools has enabled her to create awareness tremendously. She
also conducts sales by using the Mary Kay Intouch web shop, by creating an online
web shop and sending the links to her clients and customers. She has been able to
safe cost of advertising by practicing viral marketing using online tools for
marketing her products and services.
Facebook profile of Julliette Esajas

16. 15
Questionnaire
I used the questionnaire in (appendix five) to collect information from Mrs Breshna
Niazi CEO Parfumstar Rotterdam. Basically, the main marketing tool she uses is
(WOM) Word of mouth marketing, hence she sells very affordable items, customers
that visits her shop and buys the items, tends to tell their friends and family
members who then comes to the shop and buy these items. Parfumstar also uses
complimentary cards, flyers and coupons to promote its products by offering it to
their customers who visits their shop. Parfumstar is not very active on social media,
although she has a Facebook and Google page.
Another tactics she uses is she gets in touch with popular bloggers online who then
writes articles and reviews for her. Misslipgloss.nl (a very popular blogger in The
Netherlands) writes article for Parfumstar. She also makes use of offline methods
such as signboards, flyers, coupons, complementary cards and so on.
I also write blogs and reviews for her on my blog accounts.
Blog post written about Parfumstar by www.misslipgloss.nl
Last year, I did a collaboration with her, she gave me the opportunity to use some
space in her shop in Rotterdam for my clients for Make-up, Manicure and Pedicure.
This was a strategic way to increase the number of clients for both of us, some
customer who came to do manicure with me, afterwards buy cosmetics or perfume
from Parfumstar. I did promotion of Parfumstar on my website as well
Flyer and business card Fabulous beauties in collaboration with Parfumstar
The flyers and business cards I made was distributed by Parfumstar Rotterdam in her
shop to her customers. I also informed all my friends and customers that I also offer
my services at Parfumstar Rotterdam.

17. 16
Nikkie's Tutorials
After having done desk research I found out that Nikkie practices viral marketing by
sharing her YouTube videos via various social Medias, such as Facebook, Twitter,
Pinterest, Google plus, Instagram and so many other channels. Viewers and
subscribers also help her in disseminating the contents on her channel.
She has appeared on several Dutch television programmes and magazines. As a
result, Nikkie's tutorials on YouTube has over eighty five thousand subscribers and
fifty four million views. She earns money via her monetized video on YouTube and
advertisements placed on her website and blog.
Nikkie's tutorials instagram page
Nikkie has more than one hundred and sixty thousand followers on her Instagram
profile. She places the link on her YouTube video on her Instagram page so that her
followers can easily visit her YouTube videos
She also promote her YouTube channel and practices viral marketing by
collaborating with other famous You Tuber who also have millions of views and
subscriber. This is one of the means she uses to earns more views, creates more
brand awareness and recognition. Please see links of her website and YouTube
channel on the appendix to gain more insight of her social media activities. Nikkie's
tutorials earns income from her monetized YouTube videos.
On her Facebook page she posts, well edited beautiful pictures of herself wearing
beautiful make-up which her followers tend to share regularly hereby creating more
awareness for her. SHe has more than fifty eight million views on her YouTube
channel.
Nikkies tutorial YouTube account statistics

18. 17
My online activities
In the course of this research, I studied my online activities , I found out that I tend
to acquire more views on my Google plus page and website when I blog often, i.e.,
the more I blog, the more I create awareness and acquire more views, visitors and
followers. I have studied the statistics of my website www.fabulousbeauties.nl, I
noticed that I earn more visitors in those periods I blog often.(see appendix one)
Statistics of Fabulous Beauties website
Blogging helps me with search engine optimization. I have links of my website
displayed on my blogs. Visitors tends to visit my website via my blog accounts,
thereby increasing the statistics of visitors to my website.
Presently, Fabulous beauties website has more than eight thousand visits and over
seventy thousand hits.
Using social media tools has helped to create more awareness without spending
money. I have also noticed that when I do post important contents on my blog, some
visitors tend to re-share these articles on their blogs or social media sites, hereby
helping me to earn more views and creating more awareness.
I write often articles related to my line of business on my blog, such as make-up,
manicure, pedicure, beauty tips and so on. I optimize articles I post on my blog by
using relevant keywords.
My Google plus account
I have also written articles on local and international offline magazines sold in
different countries in order to create awareness for our business.(Please see
appendices)
I also place my complimentary cards on beauty shops, bridal shops, super market
and distribute it during events and occasions. I have experienced that clients get to
contact me directly via telephone calls after these activities.
I also organize and attends beauty events and workshop for networking.

19. 18
Few months ago, I was a guest lecturer at Rotterdam University, whereby I gave my
fellow colleagues lessons on how to build a website and told them about my business
fabulous beauties. It was a great experience for me. I was able to create awareness,
inspire some ladies in my class, at the same time I was motivated and also recieved
tips from my colleagues on how to improve my website.
The picture above is a snap shot of my Google plus account with more than two
hundred and fifty thousand page view. In the course of my research, I have noticed
that the more I blog, the more page views I earn on my account as a result creating
more awareness for fabulous beauties.
Michelle Phan
In order to gain insight on how to make a marketing campaign or video go viral, I
studied literature reviews, Michelle Phan's book and her online activities. Michelle
Phan is a digital pioneer and burgeoning entrepreneur. Michelle Phan is a world's
most viewed make-up artist on YouTube with more than seven million subscribers
on her YouTube channel.
Michelle Phan's Facebook Page
I have bought and read her new book called MICHELLE PHAN Make-up ''YOUR
LIFE GUIDE TO BEAUTY STYLE and SUCCESS ONLINE and OFF''. She wrote
about social media success and she gave the following advice on guides to how to
be successful online.
Consistent Company name: It is very important to have consistent company name
so that customers and prospective clients can find you easily online. She also advised
on picking the best social media platforms and also encouraged having friends and
family spread the word for an entrepreneur who just started a new business (Phan,
2014).
Creative Content: To be truly successful on social media, we need fans and
followers, You need interesting content that entertains or informs- preferably both.
You want people to look forward to your post and come back for more.
Fans and Followers: In her book she told, that fans and followers are very important
in viral marketing, if you are lucky, customers will find you, but more importantly
we need to go find our customers our selves.
Figure out who needs to know you exist, Are
there editors, or bloggers key to your
industry? stylist or make-up artist? and do not
overlook friends, family members, classmates
and colleagues'. Hopefully they will be happy

20. 19
to follow your business and even promote it to their cycle.
Michelle Phan
You Tube Account Statistics
Engage: In her book, she advised not to worry if no one is commenting, re-tweeting
your posts online. Part of social media is the ability to engage with others. For
instance , if you are a model and find a photographers you like his or her work,
comment on is post and ask if you can work together, get the conversation going

21. 20
Chapter 5
Conclusions/Recommendations
5.1 Conclusion
All in All, Viral marketing is very important for fabulous beauties in order to
promote our business through social media. Viral marketing campaign using social
media such as YouTube video costs a fraction as much as a TV commercial or advert
on a newspaper.
Another social media tools I use for marketing campaign is a Blogging. Blogging
regularly have enabled me to increase traffic to my website. it helps in search engine
optimization(SEO). With blogging, I am able to engage and understand my
customers better. I have been able to convert some regular readers of my blogs to
become customers at fabulous beauties.
Fabulous beauties also uses other social media tools such as Facebook, Twitter,
Google Plus, Pinterest, Tumblr to create awareness.
For instance I post four to five times a week on Facebook page with beauty updates,
look books, make-up tutorials in order to create engagement.
I also post beauty tips, Make-up tutorials and product reviews on fabulous beauties
Youtube channel, afterwards I share these videos on other social media websites
such as LinkedIn, twitter, Pinterest.
Using social media tools have enabled our business improve customer relationship
management too.
Organizing and attending events is another method used by fabulous beauties for its
viral marketing campaign. I have organized workshops for over fifty teenagers in
Goes, The Netherlands on how to braid hair, apply make-up and pose during photo
session. After these events, the attendees refer me to their friends and family using
word of mouth marketing.
When trying to generate word of mouth, marketers often targeting 'influential's' or
opinion leaders (i.e. some small set of special people who , whether by having more
social ties or being more persuasive theoretically has more influence than others. In
reference to Bereshna Niazi the Ceo of Parfumstar.nl in my report, she contacts
popular bloggers who write articles about her beauty products. This helps her to
create more awareness and reach more audience.
Nikki tutorials has also been very successful on her YouTube channels because of
her consistency and great contents she post on YouTube, these quality contents
motivates her followers to share them on their Facebook or twitter pages hereby
creating more brand awareness for her.
Michelle Phan video went viral after few weeks she made her first YouTube video
seven years ago. She is 2nd most subscribed female, with over seven million
subscribers. Her signature video style—clean, artful, creative content, and expertly
edited, with clear, easy-to-follow titles and voiceover instruction—has earned
Michelle millions of loyal subscribers around the world, including a major following
in the United States and Asia.
The Internet is huge, Viral marketing is beneficial for fabulous beauties because it
will help our company to create a buzz, easy to share, works online and offline too.
I recommend that fabulous beauties should continue to use the internet to promote its
products and services by sharing videos and pictures on social media. Video tends to
educate the viewers.
Another attractive characteristic about pictures and videos is that it can be
disseminated around the web very quickly, and that increases the chances of it going

22. 21
viral. Using social media for marketing helps fabulous beauties to save cost of
advertising. T.V ads, radio or advertisement on newspapers can be very expensive.
5.2Recommendation
It was great to learn how other business owners in the similar line of business as
fabulous beauties such as Mrs Julliette Esajas, Nikkie's tutorials, Parfumstar and
Michelle Phan practice viral marketing.
Personally, I have also observed that using relevant key words during blogging and
regular online activities on social media increases visitors to my website,
subscribers to my YouTube channels, more views to my Google Plus account, and
more followers and likes on my Facebook page. I practice viral marketing by
effectively using the social media tools I mentioned above.
I highly recommend viral marketing for fabulous beauties and other (SME's) Small
medium enterprises or large scale companies. Companies that are not very active on
social media, can contact high profile bloggers on the net related to their line of
business to write articles or advertise on their blog page.
The future of viral marketing is bright. As a rather modern form of advertising, the
opportunities that surround the use of viral marketing are boundless. As technology
develops in the future, marketers will have the opportunity to adopt viral marketing
strategies that align
with the trends in the market, and successfully reach their target audience.

23. 22
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26. 25
Appendix 1
Facebook Page
https://www.facebook.com/Fabbeauties
Using Facebook Page for Promotion
Posts with the type, date, reach, and engagement
The blue part represent the amount of clicks on the post and the purple part represents the likes it
received. Reach stands for the amount of times it was viewed by the public, whether by going to the
page or it showing up in their timeline, this was taken from Facebook Insights (Facebook, sd).

27. 26
Website
www.fabulousbeauties.nl
Instagram
http://instagram.com/ekenepatience
Twitter
https://twitter.com/ekeneaart
I use Twitter to create awareness for our company
Google plus
https://plus.google.com/113173105628810148937/posts?hl=en-GB
I use my Google Plus account for promoting fabulous beauties
Blog
www.ekenepatience.blogspot.com
Statistics of my blog

28. 27
LinkedIn
https://www.linkedin.com/profile/view?id=128378667&trk=nav_responsive_tab_pro
file_pic
Tumblr
www.ekeneaart.tumblr.com
Wordpress
www.ekenepatience.com
Pinterest
www.pinterest.com/ekenepatience
Flickr
https://www.flickr.com/photos/95626466@N06/
Prezi
http://prezi.com/_wyow8svjj9p/fabulousbeautiesnl/
YouTube
https://www.youtube.com/watch?v=zOLmXgE1DAI
Online Promotion
Cyclex
http://s-gravenpolder.cylex-bedrijvengids.nl/bedrijf/fabulousbeauties-nl-
12269831.html
Zeelandnet
http://www.zeelandnet.nl/prikbord/user_advertentie.php?znid=g319226
Beauty in Nederland
http://www.beautyinnederland.nl/fabulousbeautiesnl-s-
gravenpolder/2021001132400414400
www.pedicure.nl
http://www.pedicure.nl/s-gravenpolder/fabulousbeautiesnl
www.modelmayhem.com
http://www.modelmayhem.com/3439258
Offline promotions
Flyers and business card fabulousbeauties.nl
Flyers and business card fabulousbeauties.nl in
Collaboration with Parfumstar, Perfume
And Cosmetics Shop Rotterdam, the Netherlands

29. 28
Signboard fabulousbeauties.nl and
Dorcas.nl( I also do social work for
dorcas.nl to collect cloths for less
privileged ones in Africa and other
countries)
Photos of me working

30. 29
Appendix 2
Juliette Esajas Mary Kay Beauty Consultant
Facebook Juliette Esajas
https://www.facebook.com/juliette.esajas?fref=ts&ref=br_tf
YouTube
YouTube promotional Video of Juliette Esajas
https://www.youtube.com/watch?v=l2dqav3aF4o
Pinterest
http://nl.pinterest.com/julietteesajas/
Appendix 3
Parfumstar Facebook
https://www.facebook.com/pages/Parfum-Star/544589685583734
ParfumStar
ParfumStar Advert on Drimble
http://drimble.nl/bedrijf/rotterdam/22713786/parfum-star.html
Article written by me about Parfumstar on Google Plus
https://plus.google.com/113173105628810148937/posts/N1HxnfugC8e
ParfumStar Advert on Yelp
http://www.yelp.com/biz/parfum-star-rotterdam
An article written About Parfumstar by A popular Blogger
Misslipgloss.nl
http://www.misslipgloss.nl/rotterdam-shoplog/

31. 30
Appendix 4
Nikkie’s Facebook page
https://www.facebook.com/NikkieTutorials
Website
http://www.nikkietutorials.com/site/
Google plus
https://plus.google.com/u/0/111801037109032314792/posts
Nikkie’s YouTube Page
https://www.youtube.com/user/NikkieTutorials
Nikkie’s Instagram page
http://instagram.com/nikkietutorials
Nikkie’s Twitter page
https://twitter.com/Nikkietutorials

32. 31
Appendix 5
Michelle Phan's Facebook Page
https://www.facebook.com/MichellePhanOfficial
Twitter
https://twitter.com/MichellePhan
Instagram
http://instagram.com/michellephan
Youtube
https://www.youtube.com/channel/UCuYx81nzzz4OFQrhbKDzTng
Pinterest
http://www.pinterest.com/michellephan/nails/
Website
www.michellephan.com
Book
MICHELLE PHAN MAKE UP
Your life guard to beauty, style and
Success ONLINE and OFF

33. 32
Appendix 6
Questionnaire
Interview Questions with CEO Parfumstar Rotterdam
 What is your position in the organisation?
 Are you actively involved in vital marketing of the organisation?
Identity:
 Do you try to put more emphasis on the product, person, symbol,
organisation, etc?
 What product advantage are you trying to communicate in your campaign?
(price, quality, functionality, etc.)
Positioning:
 What position did you try to achieve with the campaign?
 What was your market position before the campaign?
Viral Marketing Strategy:
 Do you encourage your customers to spread the information about the
company and product/services?
 How do you do it?
 Have you ever considered to give away a product or a part of product for
free?
Achieving Brand Awareness:
 What kind of marketing techniques do you use for brand awareness?
The campaign:
 Have you ever promoted your brand on any online community (blog.
guestbook, etc.)?
 If yes, how do you market your brand using online community?
Measuring Brand Awareness:
 Are you satisfied with the marketing technique you use?
 Have you noticed any difference before and after the campaign?
 Have your sales, customers or webpage

34. 33
Appendix 7
Interview Questions with Juliette Esajas
1.Tell me about your self
2. How long have you been a Mary Kay Beauty consultant
3.How do you practise viral marketing?
4. Do you use other marketing techniques to create awareness?
5. Do you use social media tools?
6.What are the social media tools you use and which ones are most effective
for you?
7. Are you satisfied with the results so far from using social media tools for
marketing?
Appendix8
Diagram of Content Marketing-How giving away the farm can affect the
bottom line.(Plus,2014)

35. 34
Appendix 9
Publication
Inside Niger Delta Magazines
PZC newspaper in Zeeland
The Voice Magazine
Top Stories celebrities magazines
Hints Magazine
Stephany's Blackstyle magazines
Het '-s-Gravenpoldertje News brief

36. 35
Activity logs
Ekene Patience Nesiagho
Date Activity Duration (hours)
10-09 Chose the individual task and assignment 4
10-09 Made a paper with my plans 2
10-09 Meeting with Mr. Looman 0.5
14-09 Searched for sources 5
15-09 Continued to search for sources 6
18-09 Meeting with Mr. Looman 0.30
19-09 Adjusted the paper made, put it in the right format with the sources and
sent it
4
21-09 Formulated a questionaires and interview questions 3
22-09 Prepared my task as a guest lecturer at Rotterdam University 5
26-09 Prepared Prezionline preseantation 3
23-09 Started doing some research online on Viral marketing 2
25-09 Meeting with Mr. Looman with more coaching on how to present my
task on (How to build a website)as a guest lecturer with my classmates
0.25
26-09 Did research on how to make a good presentation 2
27-09 Prepared information for the presentation, made snapshots of my
Facebook page, blog, Google, twitter, statistics of my website.
2
30-09 Spoke with my husband Aart and we went together on the backstage of
website of fabulousbeauties.nl . He gave me some coaching on how he
build the website. I was able to gain more knowledge .
3
31-09 Continued research for the literature and made part of the literature
chapter
5
01-10 Started researching on viral marketing activities of other business
owners in the similar line of business as Fabulous beauties.
5
01-10 Did some more literature reviews on viral marketing 3
02-10 I was a guest lecturer at Rotterdam University with my fellow students
on how to build a website and told about my business Fabulous beauties.
1
03-10 Meeting with Juliette Esajas to conduct an interview over her business 2
02-10 Met with Mrs Bereshna Niazi, The Ceo of Parfum star to conduct an
interview with her .
3
06-10 Continued with the literature search 5
08-10 I started blogging more often, posting regularly on my social media
accounts in order to measure and monitor my viral marketing activities
online.
6
09-10 Studied the cause and effects 2
09-10 Met with Mr. Looman to discuss further progress 0.25
12-10 Adjusted the work to Mr. Looman's recommendations 4
13-10 Created some great contents with videos, pictures and word documents
for my blogs
5
14-10 Made print screen shots of Parfumstar,Juliette Esajas Nikkie's tutorials
social media pages online and website.
2
15-10 Wrote down my findings of social media activities of other business
owners in similar line of business as fabulous beauties(Mentioned
above).
5
17-10 Worked on my report 1
17-10 Did research on posts other business owners in more or less in the same
line of business as fabulous beauties post online
4
20-10 Searched for literature 5
22-10 Searched for new posts and things to add to my page 4
23-10 Started studying the social media activities of Michelle Phan ( Most 2

37. 36
popular make-up artist online) who became famus from her viral videos
on the web.
25-10 Put the document together 3
28-10 Bought and read Michelle Phan's book 3
28-10 Changed the research methods and made the conclusion 5
29-10 Searched online on how to create great content for new posts on social
media
4
30-10 Met with Mr. Looman 0.25
31-10 2
31-10 Changed the report to the feedback I received 5
01-11 Continued to change the whole report 3
01-11 Searched for new posts 4
02-11 Added the new conclusion and changed the layout, made the reflection 5
02-11 Completed my report Submitted it 3
20-11 Received feedback on my report from Mr Looman 5
21-11 – 30-
11
Kept working on my report, made more print screen shots,added some
more findings, literature review, activities log and lessoned learned
8
20-11 Total time spent 151.75
Lessons learned
Ekene Patience Nesiagho
It was great to have been a guest lecturer at Rotterdam University of Applied
Sciences on the 2nd of October 2014. I was able to plan with the help of my lecturers
a guest lecture, to teach my fellow students on how to build a website.
I am also very happy to have chosen an assignment on Viral marketing for fabulous
beauties. The creation of this report has enabled me to learn how to create more
awareness for our company.
The process
When my lecturer asked me to carry out a task as guest lecturer to teach my fellow
students on how to build a website, I was a bit nervous because I always have stage
fright any time I need to conduct a presentation before an audience, but with the
help, coaching and encouragement I received from my teacher, I was able to plan
and gave a good presentation to my fellow students on How to build a website and
told them about my business fabulous beauties.
The presentation was successful, my fellow students gave me tips and feedback on
how to improve my websites and blogging activities. I was also able to inspire my
colleagues and some students learned from my coaching and build great websites
for themselves and for their school projects.
The topic viral marketing for fabulous beauties is a great eye opener for me.
I have been able to learn a lot about marketing using social media by studying my
activities online and also other business owners in the same line of business as
fabulous beauties.

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What I learned
Firstly, I learned a lot in the field of viral marketing using social media, I learned
tips on how other business owners create awareness and how important connections
are, even for the awareness and participation.
Furthermore, I learned how my social media activities and blogging plays important
roles in creating awareness for our business.
What I learned from the process is that planning and being well organised is very
important as a business owner and a student.
I tried prioritising my tasks, assignment, academic work and business in order to
achieve good results.
I have improved my research skills by studying relevant articles, books online and
offline about viral marketing. I have also conducted quantitative research by using
questionnaires which was answered by related business owners on how they practise
viral marketing.
Furthermore, another lesson for me through this process is that I should ask my
teachers more questions during the feedback section regarding how to present a
professional report.
For example ,I went ahead and wrote a lot, without writing the hours spent on the
assignment. I just got feedback few weeks ago from my teacher that I have to
include that on my report. Next time, I will make sure to ask my teachers the right
questions during the feedback sections and make sure my report has a professional
standard.

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