Most marketers don't have the budget or resources to go after whatever audience they please. So, we test new channels and stay on the lookout for relevancy where we can find it and in that way, it feels like we are constantly striving for growth. Only, we almost always stick with the markets and personas we’ve established success in. When deciding where to invest our advertising dollars, venturing outside of fixed demographics is fairly uncommon.
Le Métier de Beauté is an excellent example of a brand that defied this logic. The high-end beauty brand had a well-established client base, made up mostly affluent women over 40, but they recognized that they were missing out on 29 percent of the beauty market made up of a younger generation.
Historically, they handled all their marketing and creative in-house, however, they wanted to take a new approach when going after the new consumer segment.
Creating a Sustainable Stream of On-Brand, High-Quality Content
The challenge Le Métier faced was producing content that resonated with the younger demographic, while not sacrificing the quality of the products or the brand’s luxury aesthetic.
Digital advertising also requires high volumes of dynamic content to flood numerous platforms. While creative agencies are amazing at creating well thought out, highly-produced assets, the volume Le Métier needed was not feasible within budget.
The team decided to work Social Native to connect with actual consumers to generate authentic, user-generated content (UGC) that the brand could use across their social accounts to get people excited about their products. By utilizing 200 unique creators, they were able to produce nearly 250 pieces of original and images and videos at 50% of the cost of an agency.
Improving Social Engagement with a Younger Audience
The brand now had an affordable, reliable source of content, but would younger people like what they saw and would it drive sales through social platforms?
Emily Bopp, Digital Marketing & Public Relations Manager at Le Métier said, “we can photograph things in-house all day long, but having the ability to put our product in the hands of digital creators is something you can’t fake. We get such creativity and always receive consistent feedback on the content we post. People are really engaged and activated.”
“we can photograph things in-house all day long, but having the ability to put our product in the hands of digital creators is something you can’t fake. We get such creativity and always receive consistent feedback on the content we post. People are really engaged and activated.”
After seeing a 31% increase in social engagement, Le Métier de Beauté felt they were able to crack the code for generating high-volumes of creative that performed well with the audience they were targeting.
The ability to target a new audience and measure traction is on the rise. Coupled with the availability of consumers to create high-quality content, brands like Le Métier are seeing a decrease in the risk and the costs required to break into new markets.