In anticipation of our upcoming Digital IQ Index: Beauty: France report, we prepared a short video on three brands that multiplied Facebook engagement by asking fans to participate. For the launch of its new “Flower in the Air” fragrance, Kenzo sent a bottle of the perfume in the sky and asked fans to guess the altitude it would reach. Kenzo offered the prize of a dream vacation worth €4,000, and invited several beauty bloggers to the launch event. The campaign registered 9x the engagement of the average Facebook post. (The answer was 36,000 meters.)
Bobbi Brown asked its Facebook fans to submit photo stories, and as a result grew its French Facebook fan base by 95% over two and a half months. The contest, also held in the U.S. and Germany, led to far better results in France.
Bourjois added 33,000 new fans and brought its Facebook engagement to triple that of the average brand in our Index by featuring daily beauty giveaways.