Social Media + Marketing Strategy
2018
MaskerAide is a small Canadian-Korean skincare company that believes life should not be taken seriously, but your skincare should.
Overview:
Assisted in the creation and execution of a social media and marketing strategy to increase brand awareness and engagement for MaskerAide Beauty. Efforts were focused on social media content creation and community management.
Sample of co-designed social media content
Strategy & Tactics:
-
Created social media content focused on the benefits of MaskerAide products and ingredients, brand story and skin positivity
-
Researched, analyzed and reported on brand competitors, beauty trends, new and evolving social media trends
-
Crafted press pitches to targeted beauty, fashion, lifestyle and self-care bloggers and influencers
-
Provided blog topics and articles focused on beauty, lifestyle and self-care
-
Monitored and engaged with target audience on social media accounts
-
Researched hashtags to increase the reach of Instagram posts
-
Helped style photoshoots to match the aesthetic of the brand
Sample of co-styled brand photos
The Results:
Facebook:
-
Increased post engagements by 557% from 227 weekly engagements to 1,537 weekly engagements
-
Increased reach by 1,427% from 770 people reached to 11,759 people reached
PPC Strategy
MaskerAide is a Canadian-Korean skincare company that was created by Michelle Lee in 2012. MaskerAide’s demographic is young females who are interested in the beauty industry. They design fun and colourful packages that appeal to young girls. MaskerAide promotes skin positivity and diversity as seen through their #skinstories Instagram campaigns and their new packaging, displaying women of different colours and ethnicities. MaskerAide believes that life should not be taken seriously, but your skincare should. It is a small company that sells in some stores like Rexall, however, they mostly sell online through their website. They want to increase their online visibility as well as branch out to international customers. This Pay-Per-Click advertising campaign aims to build brand awareness and increase website traffic as well as sales by 5%. To measure the success of this PPC strategy, the following metrics will be used and tracked: click-through rate, conversion rate, monthly impressions and budget, quality score, and customer acquisition.
The first ad group is geo-targeted to Canadians to increase brand awareness, website traffic and online sales. I focused on keywords that are relevant to MaskerAide and the products they offer. Using the Google Keyword Planner Tool, I researched and found keywords that have high average monthly searches such as “Korean skincare Canada” and “Korean skin care Canada” to target Canadian consumers.
Since the goal is to increase brand awareness, website traffic and online sales, the second ad group is focused on MaskerAide’s international visibility. MaskerAide’s biggest competition is Glow Recipe, a popular international Korean skincare and beauty brand. I checked on KeywordSpy.com and saw that the keywords GlowRecipe.com is using in paid advertising are variations of “Korean Skincare”. As MaskerAide is trying to build brand awareness, website traffic and online sales, using similar keywords to Glow Recipe will make MaskerAide a stronger competitor for international consumers.
