Social media campaigns are often employed by trendy brands targeting young audiences. However, iconic brands targeting middle-aged women have begun to realize their audiences are tuned into social media as well. According to the 2009 Women and Social Media Study, 28.9 million American women ages 44-62 are avid Internet users and 13.3 million use social media sites regularly. Because this generation is less lured by freebies and flashy tactics than Generation Y, social media marketers interested in this audience have to be creative.
In an effort to acknowledge the rise of middle-aged women tuning into social media, cosmetics giant Estee Lauder plans to launch a campaign offering free makeovers and photo shoots to produce photos women can use as avatars and profile pictures. The campaign, which will target 35-55 year old women but also aim to draw in younger customers, will begin on October 16th at Bloomingdale’s in New York. Photos will be completely complimentary (as opposed to ‘gift with purchase’ deals) and even include light airbrushing. The campaign is being promoted on Estee Lauder’s Web site and Facebook page, and each photo will be branded with an Estee Lauder background.
I think this campaign is incredibly creative. It is a great example of how a classic, traditional company can reach its growing social media audience and without losing its brand identity. Social media’s influence is growing by the second, and I’m sure many longstanding brands will begin integrating similar campaigns into their marketing strategies.
To read about other campaigns successfully using social media, visit Mashable’s blog.
3 comments:
With all the social media hype, I feel like this is a very ethical and logical way to use social media as a means to benefit a company and also be able to target a different audience.
The campaign that Estee Lauder is promoting reminds me how much of an impact media in general can be. Media can have negative effects on younger generations, especially on girls. The things shown on television, in magazines or on the web portray an "ideal" look that is so distorted but it influences the way people look at themselves (especially teens/adolescents who tend to be easily influenced). As a result, it sometimes forces girls to strive for a fictional look. I bring this up because YouTube, a type of social media, reveals the TRUTH about our society and how they are able to manipulate images that appear in advertisements and magazines. The video is by Dove and it just shows how social media can be useful in exploiting distortions we have in our heads about PERFECTION.
Here is the link to the video: http://www.youtube.com/watch?v=q4TV_Avo4zg
Thanks! I've seen this video before, and I think it's really insightful.
This was such a smart move by Estee Lauder. When it comes to PR and Marketing in today's world, you have to be creative and think of new stuff. They definitely did with this. Everyone knows your picture is important on the internet!
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