Sephora Digital Marketing Campaign

1. Sephora Facebook Campaign
Sephora logo vector free download. (2015, October 21). Retrieved April
03, 2018, from https://www.seeklogo.net/fashion-beauty-logos/sephora-
15180.html

2. Sephora’s Social Situation
2
Photo source: Sephora Instagram Account: @Sephora

3. Sephora’s Facebook Campaign
3
Photo source: Sephora Instagram Account: @Sephora

4. Target Market
4
Sephora’s Primary Target Market is:
Sephora’s Secondary Target Market is:
Photo Source: Sephora’s Official Instagram
Page(n.d.). Retrieved April 17, 2018

5. Target Market – Competition
5
Sephora’s Primary Competition is:
Photo Source: Midtown Plaza - Hudson's Bay. (n.d.). Retrieved
April 19, 2018, from http://www.midtownplaza.ca/stores/midtown2-
the-bay, Retrieved April 19, 2018, from
http://downtownptbo.ca/business/shoppers-drug-mart,

6. Sephora’s Reason to Improve
#1
#2 #3
Information from http://keyhole.co/account-tracking/preview Information from https://suite.socialbakers.com/
6

7. Sephora’s Digital Marketing S.M.A.R.T. Goal
SEPHORA’S CURRENT FACEBOOK STATS
0.89% IN 6 MONTHS
SPECIFIC GOAL - INCREASING ENGAGEMENT
MEASURABLE METRIC - ENGAGEMENT RATE
ACHIEVABLE GOAL - INCREASING ACTIVITY TO
INCREASE ENGAGEMENT
REALISTIC GOAL - 0.07% TO 0.89% ENGAGEMENT
TIME BOUND - GOAL TO BE COMPLETED IN 6 MONTHS
SEPHORA Facebook Analytics : Keyhole
Increasing Facebook Page Average Engagement Rate to

8. Sephora’s Digital Campaign Objectives
Sephora has become the one stop shop. However, as much as Sephora’s online
presence does their reputation justice, it is essential to work towards minimizing
flaws.
BRINGING ABOUT UNIFORMITY AMONG SOCIAL PLATFORMS
TO FOCUS ON INCREASING ACTIVITY ON FACEBOOK
TARGETING A MATURE AUDIENCE WITH SIGNIFICANT INCOME
TO FOCUS MORE ON ENGAGEMENT ON FACEBOOK
FACEBOOK
HIGHLY INTERACTIVE MEDIUM
RANKS LOW IN TERMS OF ENGAGEMENT
- MORE LIKES, SHARES, COMMENTS
- MORE INTERACTION
- MORE THAN 1-2 POSTS A DAY
- FB, TWITTER, INSTA
- FACEBOOK USERS
CURRENT FACEBOOK STATS
OBJECTIVE
S
Facebook Analytics : Keyhole, Logos : Facebook, Twitter, Instagram, Like/Dislike Icon : Facebook

9. Sephora’s Facebook Plan
Photo Source: Hudson’s Bay’s Facebook, Shoppers Drug Mart’s
Facebook

10. Increase Brand Awareness of Sephora
Requires a Call to Action!
Photo Source:, Shoppers Drug Mart’s Facebook, Go Pro’s Instagram,
Christen Dominique YouTube Channel

11. Improving Engagement For Sephora
“Tag a friend who deserves this!”
Photo Source: Sephora’s Instagram, https://onsizzle.com/i/tag-a-friend-
who-needs-this-troll-football-revolution-we-16208339,
Postyourproject.com’s Pinterest

12. Improving Impressions For Sephora
Photo Source: Sephora’s Facebook

13. Sephora’s Capitalize on Paid Digital
Advertising
Photo source: Sephora Official Facebook Page
Information from: https://www.similarweb.com/website/sephora.com#social13

14. Facebook
Engagement
Rate
Reactions
Shares
Comments
Reaches
Pictures source: boz.com
Key Performance Indicators Required for the Campaign Measurement
Website
Redirections
+

15. Sephora Facebook Campaign Budget
Video Production Costs
Number of videos 12
Individual video cost $8,000
Total Video Production Costs $96,000
Labour Costs
Number of additional employees for the
project/campaign 2
Average employee monthly gross salary $5,000
Total Labour Costs $60,000
SEO/Content $80,000
Management, consulting, training $40,000
Facebook Paid Ads/Boosted Posts $160,000
Marketing Tools/Technology $15,000
Total Budget $451,000

16. INCREASING FACEBOOK PAGE AVERAGE ENGAGEMENT RATE TO
0.89%
IN 6 MONTHS
Total Budget
$451,000!

17. Thank You