Shiseido is the world's fifth biggest brand in the production of cosmetics and beauty products. Science and art are the fundamental pillars of this company, the world's oldest in the industry. The brand has always been famed for its product quality, its scientific research and its consumer-orientation.
On-line Reputation Survey.
An on-line reputation analysis conducted to determine how the brand, products and business model were perceived by consumers, to check that the results of the marketing activities were consistent with the company's mission. Development of a digital strategy on the basis of the results obtained, in order to bridge the gap which emerged.
Social Media Management.
Redefinition of the digital strategy to get closer to consumers: design of a new publishing plan for the Facebook page and opening of the Twitter, Instagram and Pinterest channels.
“Un campione per te” ["A sample for you"] app.
Conception and development of a Facebook app enabling consumers to request a free sample of foundation and a purchase discount voucher to increase product awareness and satisfy data catching requirements.
“Shiseido Valentine Kiss” App.
Creation of a strongly viralising Facebook app intended to raise brand awareness and consumer loyalty: by posting a kiss on their friends' pages, consumers were able to win a free sample. A strategy designed to encourage engagement and content sharing.
Launch of a Facebook app asking users to choose their ideal holiday. The aim of the project was to increase awareness of the brand and sun care products and satisfy data catching needs. In association with Opodo, a prize of a holiday for two was offered.
Shiseido #beautyinyou Ultimune.
Creation of an interactive Facebook app rewarding users with a free sample, intended to publicise the launch of a revolutionary cosmetic product and guide consumers step-by-step in the discovery of this major innovation.
Facebook: growth in quantity and quality of use of the channel in the first 20 months of activity. Constant growth in Fanbase, consistent with the increase in the level of engagement. Beauty industry leader in fan engagement rate (average weekly value 8%).
Twitter: organic growth of the Follower base at a constant, positive rate since the opening of the channel. Large increase in the number of visits, up to 98,536 in the last six months alone.
Instagram: very high growth rate in this channel in terms of fan numbers (+ 200% - 3,500 fans in 20 months – average of 10 new fans a day) and interactions on postings (an average of 45 likes for each posting). High level of fan loyalty.
Over 4 thousand people who registered for the app and requested the free sample and more than 10 thousand new fans on the page.
More than 13 thousand users involved with an increase in the Fanbase of more than 18 thousand new fans.
More than 34 thousand games played.
The app recorded a total of more than 18 thousand accesses. 70% of users requested the free sample.