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Campaign of the Week: essie’s "Suddenly Summer Nailfie Contest" Nails It

Campaign Goals: Increase general brand awareness and consumer engagement with brand

Use Case: Photo Lab

Screen Shot 2017-06-02 at 2.33.49 PM.pngWith summer hot on the horizon, it's a good time to begin thinking about your brand’s summer marketing efforts. essie Canada got a jump start on the summer season and launched their Suddenly Summer Nailfie Contest to promote three fresh nail polish shades for summer: Sunday Funday, Mojito Madness, and Garden Variety. essie Canada is asking consumers to upload and share their best nail polish selfie “nailfie” for the chance to win 10 classic and 1 of 5 Instax Mini 9 instant cameras.

Summer can be a great time to get customers engaged, as they shake off the winter blues and are left feeling energized and looking to have a bit of fun – ideally with your brand’s latest sizzling campaign. essie made a few great choices that any brand or agency can incorporate into their next digital campaign:

  • Include a mix of branded and general content. essie allowed consumers to add emojis and stickers to personalize their photos. The emojis and stickers included everything from branded images such as #essielove and essie nail polishes to summer-appropriate images of sunglasses, beach umbrellas and watermelon. Too much branded content can be a turn-off for some consumers, so including a mix of branded and campaign-specific content can help increase campaign participation.
  • Don’t limit creativity. essie kept the ask simple, “Take a nailfie with your favorite essie summer shade.” By opting for such a simple prompt, essie gave participants the freedom to be as creative as they wanted. For brands nervous about allowing too much creative freedom, moderation tools on the backend are your best friend.
  • Keep your campaign topical. There is a reason marketers and communicators have been developing campaigns around holidays and seasons for decades -- it works! Ensuring your campaign is topical is a must to guarantee that it won’t be a total flop. essie took advantage of the season to create a timely and appropriate summer campaign for their consumers.
For examples of best practices from four other successful beauty and cosmetics digital marketing campaigns, download our Beauty and Cosmetics Playbook here.

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