AQUA+ SERIES
HELLO BEAUTIFUL
THE CHALLENGE
Picture yourself stepping inside a beauty store and having all the brands in the world for yourself (not that difficult huh). Where do you start? Which one will you pick? Really? Are you 100% sure? With sooooo many available brands in a thriving FMCG market, beauty & cosmetics players are getting a rough time standing out in such a crowded industry. Aqua+ had been around for a long time but was lacking a genuine online traction that could both drive social fame and ultimately...sales.
THE IDEA
And because it was not our first rodeo (eeeehaahhh!) we already had a few thoughts on the matter. First: gather all your "cool" references, put them in a box and please throw it away. Yep. Because we're not in 2005 and slideshows are not 'in' anymore, the market is eager for exciting native content, saying less to make people crave for more. Bringing in flashy colors and rolling out digital bumper formats, standing out was the only option.
OUR RESPONSE
Sticky Rice completely redesigned Aqua+ Series Instagram account, using the social media platform as a trendy place where users would get lifestyle inspirations, discover an unexpected side of the brand while positioning it as a millennial-oriented cosmetic player.
The beauty & cosmetics market is incredibly competitive. Most brands target the exact same audience, boosting endless media dollars while trying to get attention by pushing promos and deals. But for us, the key was somewhere else : content.
Lifestyle Content
Product-focused
Short videos & GIFs
+298%
Engagement (in 2 months)
We believe in smooth-selling. If content is on point, has a strong storytelling component, social media users will notice and turn themselves into actual customers.
That's exactly what we did.
Short tutorials
"How to's"
Animations and GIFs
Short, fresh and incredibly addictive !
With engagement growing, it was time to funnel that "social love" into actual sales. We created catchy and sales-focused posts to push monthly flash sales, creating incentives.
FLASH SALES
SALES FB COVERS
VIP PROMOS
We created specific advertising targets that we split in 3 categories : "Cold", "Warm" and "Hot". Each category had its own set of characteristics, demographics and social media behaviors. Now, with quality engagement generated from our marketing content, abundant organic traffic on both Facebook, Instagram and the brand e-commerce website, we were able to create accurate Custom and Lookalike audiences that would then drive a reliable source of new prospects.
89%
Optimized cost per engagement
x3
Inbox (Messenger) conversations started
+412%
ROI (sales made on FB & IG)
Great right ? But we didn't feel like stopping there.
Social media users are bombarded with ads of products promising new technologies and amazing results. But how real does it get? So we took a bold step and decided to go the extra mile, and be real.
Countdown calling our fans and their friends to be save the date for one of our upcoming Facebook lives
We produced a series of weekly Facebook lives, demonstrating products while interacting with users in real time. As much as talking about the product was fun, the best part was to read the live feedback from our fans. We engaged and connected with our audience in the most genuine and humane way possible by answering their burning questions in a "face to face" format, giving them the chance to challenge the brand while Aqua+ built some serious customer loyalty.
RESULTS (6 months)
VIDEO VIEWS
CONTENT CREATED
219
881K
ENGAGEMENT RATE
Industry average : 9%
21%
