2. Table of Contents
Ch. 1 — Company Description
Ch. 2 — Target Audience Description
Ch. 3 — Business Goals
Ch. 4 — Social Media Goals
Ch. 5 — Key Social Media Strategic Messages
Ch. 6 — Description and Examples of the Brand’s Voice
Ch. 7 — Competition Social Media Audit/Analysis
Ch. 8 — Campaign Idea No. 1: Hashtag
Ch. 9 — Campaign Idea No. 2: Pillar Campaign
Ch. 10 —Campaign Idea No. 3: Gamification/Example (Instagram)
Ch. 11 — Sample Newsletter A/B sample and Analysis/Results
Ch. 12 — Influencer List
Ch. 13 — Sample Influencer Pitch Letter
Ch. 14 —Three Content Examples
Ch. 15. —Ethics Guidelines
3. Ch. 1— Company Description
ColourPop was born, raised and made in the City of Angels. Our company prides ourselves on
being wallet friendly and bunny approved. Beauty trends come and go, so it’s our priority to
keep up with the ever-changing industry without breaking the bank. ColourPop commits in
delivering luxury formulas in every shade imaginable for our loyal ColourPoppers and
ColourPopettes.
4. Ch. 2 – Target Audience Description
Who are they: 80% Females - 20% Males
Age: 20-Late 40s
Income: 19K-90K
Education: N/A - College Degree
Where are they shopping? - Nordstroms, J. Crew, Banana Republic, Bloomingdales, Saks,
Unique Boutiques, Whole Foods, Trader Joes, Target
Loves/Likes - Shopping for trendy and new arrivals pieces in clothing, and sometimes shopping
for the occasional name brands. Always looking for exceptional customer service.
Favorite (Music/Foods/Animals/Etc.): Pop (Top Hits), Pasta, Seafood, Dogs, and Cats
Hobbies: Working out, sight-seeing, binge-watching Netflix shows, outdoor activities,
winetasting,
concerts/festivals, yoga
Interests: health, fitness, style, make-up (cosmetics), beauty, music, adventure, traveling, luxury,
and vintage, social media
Persona 1
Name: Katie
Age: 24
Income: 23K
Position: Entree Level at Hautelook
Katie is a newly college graduate that luckily found work at Hautelook, a company under the
Nordstrom name. Graduating with her BFA in Fashion she is looking to climb up the ladder with
her work experience to become senior level in Buying for the company. She is really ambitious
and loves waking up every morning to take on the new day and face new challenges at work.
She loves fashion and social media. She has a Facebook, Instagram, Snapchat, and Twitter
account following all the brands she loves and fashion publications .
She lives near LACMA so on the weekends she has brunch at her favorite spot République, with
her close friends and coworkers and visits the new exhibits if any shown at LACMA. She likes
to planning little getaways to Napa to go wine-tasting when she has the chance, and her
ultimate dream vacation is going to Croatia because of her favorite TV series Game of Thrones.
5. Persona 2
Name: Lena
Age: 37
Income: 70K
Position: Accountant for Disney
Lena is a mother of 2 kids and a wife to her husband of 10 years now. Before working for
Disney she was an accountant for Otis College of Art and Design. Although she may be
working with numbers, this doesn’t affect her love for the arts. She has a Supporter
Membership to LACMA that means she gets special access to selected exhibits before it opens
up to the public, among other benefits.
Lena enjoys spending time with her family. They do a lot of activities on the weekends.
Running outdoors along Santa Monica and hiking along the trails of Griffith Park with the family
and dog. When she feels like spoiling her kids, she’ll take the whole family on a trip to
Disneyland.
Persona 3
Name: Breanna
Age: 31
Income: 50K
Position: Store Manager for Starbucks
Breanna is the Store Manager for Starbucks in Seattle, Washington. Yes, she is an avid coffee
drinker, but she also loves to do juice cleanses every now and then. She sometimes needs to
come to work on the weekends, but when she doesn’t she out shopping and trying out new
restaurants with her girl friends. Just like any woman, she loves shoes and has a impressive
collection in her closet. During the Annual Sale at Nordstroms, she is someone that can find the
cutest pair at such an affordable price. She loves the latest make-up trends as well. She's
always checking out Sephora on their new foundations and skin care products.
Breanna loves what she does now. She balances work and play and when she's ready or the
desire to do something bigger she wants to transition up within the company, but for now she’s
enjoying every single minute of her life.
6. Ch. 3 – Business Goals
Three SMART Business Goals
● Produce 10 additional Ultra Matte Lip colors before the start of Q1 2017
● Increase Internet Sales of Ultra Glossy and Matte Lip by 10% for Q4 2017
● Gain 300 more newsletter subscribers by the end of Q1 2017
7. Ch. 4 – Social Media Goals
Three SMART Social Media Goals
● Improve traffic flow to website by producing 3, 30 second videos on Instagram to get
potential customers excited about the 4 new shades of Ultra Matte Lip colors.
● Increase brand awareness as measured by 20 percent more engagement with
ColourPop Cosmetics social media content across three social media channels:
Facebook, Instagram, and Twitter during Q1 2017.
● Improve traffic flow to website by collaborating with 3 more influential make-up artists
with a big fan base showcasing their custom and limited make-up collection. i.e.
(Karrueche x ColourPop)
8. Ch. 5 – Key Social Media Strategic Messages
Key Strategic Messages
● Must know: ColourPop now provides free international shipping on all orders $50 or
more, or a flat rate $4.99 shipping on orders $49.99 or below.
● Should know: ColourPops products are made with luxury formulas in every shade
possible in the most affordable prices.
● Could know: Tagging a photo on Instagram with “#COLOURPOPME” gives you a
chance to be featured on ColourPops gallery.
9. Ch. 6 – Description and Examples of the Brand’s Voice
Voice Characteristics Description Do’s Dont’s
Confident The tone should lift
spirits in a fun and
trustworthy manner.
It’s as if you’re getting
the “A” grade pep talk
to conquer the day.
Encourage people to
be comfortable in
their skin
Show strength and
power
Show disingenuous
behaviour
Inspirational A tone that brings
positive influence,
that it is highly
encouraged to
express yourself and
be yourself.
Everyone wants to
feel unique in their
own skin.
Show women & men
(makeup knows no
gender)
Provide trends that
have never been
introduced.
Encourage what it
means to be unique.
Don’t encourage traits
that comes off as
cocky.
Empowering Wants to help people
be the best they can
be, and build
individual confidence.
Show what it means
to be proud of
yourself.
Show customers how
they are unstoppable.
Show values that the
company doesn’t
believe
Relatable A trustworthy voice,
someone who can
make a connection
like of a family
member or friend.
Engage with
audience.
Show genuinity.
Show how the brand
is approachable and
customers can open
up with questions and
concerns
Talk down to
customers.
10. Ch. 7 – Competition Social Media Audit/Analysis
Brand Facebook Instagram Twitter
NYX - Post 1-2x a day.
- 1,364,723 likes
on page
- 1,017 reviews
left on their FB
page
- Posting contents
related to
events, features
with inbound
links, and
inspirational
pictures. There
are a lot of likes,
shares, and
comments per
post
- 8.7m Followers
- Posts 3-4x a day
- Contents include:
submissions from
followers, new
products,
inspirational
pictures, in-store
events
- Average of 100
comments per
picture
- Posts 1-2x per day
- 682k followers
- Contents include:
promotions,
submissions from
followers,
inspirational
pictures, in-store
events (via
Instagram)
- Uses this platform
to deal with
customer concerns/
complaints
Anastasia
Beverly
Hills
- Post 3-4x a day
- 975,938 likes on
page
- Average of 2k
reactions (like/
love per post)
- Average of 500
comments per
post
- Contents
include:
submissions
from followers,
new products,
inspirational
pictures
- 11.4m Followers
- Posts average of
10x per day
- Contents include:
submissions from
followers, new
products,
inspirational
pictures, 10 sec
video tutorial (fan
submissions)
- 228k follower
- Posts 3-4x a day
- Contents include:
submissions from
followers (pictures
or videos), new
products launches,
inspirational
pictures
- Followers leave
comments per post
pertaining to how
enthusiastic they
are about the
products rather than
tweeting with
concerns/
complaints
11. MAC
Cosmetic
s
- Posts 3-4x a day
- 15,773,218 likes
on page
- Average of 1k
likes or reactions
per post ,
average of 500
share, and
average of 500
comments per
post
- Contents
include: special
events, new
products, videos
by professional
Makeup Artists,
and Celebrity
Collaborations
- Posts 6-8x a day
- 11.8m Followers
- Average of 60k
likes per post
- Contents include:
special events,
new product
layouts, videos by
professional
Makeup Artists,
and Celebrity
Collaborations
- Content they post
are usually
produced
themselves rather
posting content of
follower
submissions
- 1.27m Followers
- Average 1-2 posts
per day
- Contents include:
special events, new
product layouts,
videos by
professional
Makeup Artists, and
Celebrity
Collaborations
- They use this
platform to reply to
followers who have
retweeted them with
questions. Very
proactive.
Urban
Decay
- Posts 2-3x a day
- 3,080,865 likes
on page
- Average of 500
likes/reactions
per post
- Contents
include: Posting
contents related
to events,
features with
inbound links,
and inspirational
pictures. We
see a use their
personal
hashtags for
followers to use
such as
#LipstickIsMYVic
e
- Posts 3-4x a day
- 6.5m followers
- Average of 50k
likes per post
- Contents include:
product layouts,
inspirational
pictures, follower
submissions,
videos
- 910k followers
- Average of 3-4
posts per day
- Contents include:
product layouts,
tutorial videos, new
products, & follower
submissions
- They are very
proactive with using
this platform to deal
with customer
concerns
12. Dose of
Colors
- 2-3 posts per
day
- 33,616 likes on
page
- Average of 100
likes per post
- Contents
include: follower
submissions,
new products,
and product
layouts
- 1.9m followers
- Average 8k likes
per post
- Most of their
contents are
follower
submissions. We
rarely see content
produced by the
brand itself
- No twitter presence
13. Ch. 8 – Campaign Idea No. 1: Hashtag
#EverydayImSparklin
#EverydayImSparklin is a hashtag campaign that can be used to popularize ColourPops launch
of Highlighters and Glitter Shadows of the Fall Collection. This is a hashtag campaign that is
used to empower ColourPop users that putting on makeup/highlighter doesn’t just have to be
applied for special occasions or going out on the weekends. As people we have the right to
express ourselves everyday, and with that ColourPop stands by women and men with no
judgement. This will be a hashtag campaign mainly focused on Instagram. We want to
incorporate a contest involving followers to concoct their best look, using ColourPop Cosmetics
and a short description on why they love to express themselves and including
#EverydayImSparklin as their way of entry to the contest. With a contest, a prize should always
be included. Selective winners will be gifted with ColourPops Highlighters and Fall Collection
and be featured on ColourPops multiple social platforms with winning look and why deserved to
win.
14. Ch. 9 – Campaign Idea No. 2: Pillar Campaign
ColourPop believes that everyone has the freedom of expression. As people, we have the right
to express ourselves everyday. For many of us, a form of expression to celebrate our
uniqueness comes from the idea of putting on makeup. Also, Who is to say that makeup
shouldn't be worn by just women? Makeup knows no gender. In avoiding how this idea might
turn into a cliché, for this campaign I don’t want to focus on the products head on, but the story
on how makeup enhances the beauty within ourselves. In incorporating women that are beauty
and makeup enthusiast, they generally have great influence to a large number of women who
trust these enthusiasts.
Beauty Influencers/
Enthusiast
Content Pillar
Video
Interview
Video
Interview
Video
Interview
Blog Post of
Interview
Blog Post of
Interview
Blog Post of
Interview
15. Instagram:
- 2 30sec BTS footage of Video Interview
- 2 Individual Photo Post of Interviewee (2 Makeup Looks Created with ColourPop Products)
- Captions with the appropriate hashtag for campaign (#EverydayImSparklin)
- Link to FULL Video Interview/Interviews
- Link to FULL Blog Post Interview
- Links to FULL Video Interviews & Blog Post to Increase Visitors to Brand’s Website by 10%
in 3 Months
Twitter:
- 2 Individual Photo Post of Interviewee (2 Makeup Looks Created with ColourPop Products)
- Simplified caption with appropriate hashtag for campaign (#EverydayImSparklin)
- Link to FULL Video Interview/Interviews
- Link to FULL Blog Post Interview
- Links to FULL Video Interviews & Blog Post to Increase Visitors to Brand’s Website by 10%
in 3 Months
Facebooks:
- FULL Video Interview of Beauty Influencers/Enthusiast
- 2 Individual Photo Post of Interviewee (2 Makeup Looks Created with ColourPop Products)
- Captions with the appropriate hashtag for campaign (#EverydayImSparklin)
- Link to FULL Blog Post Interview
- Links to FULL Video Interviews & Blog Post to Increase Visitors to Brand’s Website by 10%
in 3 Months
16. Ch. 10 – Campaign Idea No. 3: Gamification/Example (Instagram)
Link: https://1.shortstack.com/fmnvSb?_ga=1.20288445.429845002.1477076781
Twitter:
1. ColourPop is sending a lucky winner and her best bae to BeautyCon LA! Join our Instagram
contest and score this ever exclusive opportunity in our #EverydayImSparklin movement! More
info: https://1.shortstack.com/fmnvSb?_ga=1.20288445.429845002.1477076781
2. Freedom of expression is a right, not a privilege. Post a photo with your best makeup look
featuring products from ColorPop Cosmetics, and you could win tickets for you and your bestie
to attend BeautyCon LA! #EverydayImSparklin More info: https://1.shortstack.com/fmnvSb?
_ga=1.20288445.429845002.1477076781
Facebook:
For many of us, a form of expression to celebrate our unique-ness comes from the idea of
putting on makeup. We at ColourPop encourage everyone to celebrate your uniqueness any
way that you can! Also! Who said that makeup shouldn’t be worn by just women? Makeup
knows no gender! Show us your best makeup look, bae and enter our contest to encourage
this movement, #EverydayImSparklin ! One lucky winner and their bestie will get an ever
exclusive pass to BeautyCon LA. Restrictions apply. For more info: https://1.shortstack.com/
fmnvSb?_ga=1.20288445.429845002.1477076781
17. Ch. 11 – Sample Newsletter A/B sample and Analysis/Results
18.
19. Ch. 12 – Influencer List
Instagram
- Joycelyn Linh (@jlinhh)
- Wesley Carter (@wesleybenjamincarter)
- Pau Dictado (@paudictado)
- Cheryl K. (@officiallymisscheri)
- Thomas Halbert (@thomashalbert)
Facebook
- Ian Brito D
- BeautyByJJ
- Itsjudytime
- Desi Perkins
- Patrick Ta
Twitter
- Angel Merino (@mac_daddy_)
- Alli Kratzer (@MakeupByAlli)
- Laura Sanchez (@laura_makeup)
- Sonjdra Deluxe (@sonjdradeluxe)
- James Charles (@jamescharles)
20. Ch. 13 – Sample Influencer Pitch Letter
Hi Ms. Joycelyn Linh!
My name is Kristel Curameng from ColourPop Cosmetics. Our Social Media/Marketing
Department has been in search for beauty influencers that are perfect candidates to collaborate
on a special project together. We’ve been in touch with Influencers like yourself whom we’ve
done collaborations with in the past.
Jenn Im, has mentioned that it would be a great idea to get in touch with you to learn more
about your genuine and makeup-loving personality and work on our “#EverydayImSparklin’
Campaign” together.
Does this sounds like something you would be interested in? If so, I would love to call you
sometime this week to figure out a way to make this project mutually beneficial.
Let me know what you think!
Best,
Kristel Curameng
21. Ch. 14 – Three Content Examples
Instagram:Facebook:
Twitter:
22. Ch. 15 — Ethics Guidelines
• Do not disclose privileged or confidential information
• Always give credit to who or where you’re borrowing the image or quote from
• Use respectable language
• Avoid making false or misleading statements
• Avoid posting political, racism, sexism, and homophobia opinions
• Post content that reflects the Company’s mission statement
• Always check facts to see if they are correct
• Monitor conversations
• Honesty is the best policy
• Resist being manipulated by staged photo opportunities
