Creative Brief: Glossier The Agency •
The type of agency for this job is a digital marketing company, preferably based in New York City. The company will need to have demonstrated experience in e-commerce and social shopping, preferably in the beauty industry.
Background information •
• •
Movie screens and fashion billboards once told women what is beautiful. Glossy pictures created an impossible standard everyone chased but no one could achieve. Women also felt alone in making their beauty decisions. What lipstick? How much foundation? Is my hair OK? Prestige brands gave women options for what beauty products to wear, but nothing to make them feel good about their beauty routine, and to help them create their best selves. Glossier, an e-commerce beauty brand founded by Emily Gloss in 2010, took the quarter-trillion dollar beauty industry by storm by giving them a community of support and empowering them to define beauty on their own terms through a seamless e-commerce experience powered by a passionate community of experts and fans.
Business Objectives • • • •
Increase overall product sales by 20% Be a direct-to-consumer brand that eliminates all third parties in the buyer’s journey. Build a network of beauty experts and aficionados—sales reps, influencers, and customers. Create a seamless e-commerce experience with a bridge to physical retail.
Communication Objectives • • •
Increase our social media reach by 20% (an increase of approximately 3 million @Glossier tags) Bridge social media and shopping by guiding customers from their beloved social platforms to our products. Build feedback loops to encourage inclusive conversations between customers and between them and us.
Scope of Campaign or Initiative • • • • • •
Budget: $56 million Create hype around new products Involve our community in our creative process Create opportunities for the customer to discover us on our most popular platforms: Instagram and Pinterest. Cultivate customer loyalty Cast Glossier as the everyday beauty hero: your trendy, confident yet approachable best friend
Audiences •
Primary audience—Gen Z: Evangelistic Consumers o Female, tech-savvy, more than 60% are between ages of 18-35
Anastasi Sharp
1
o o
•
They are social and enjoy sharing their strong opinions about beauty They want to learn new things and discover as much as they want others to learn about and discover them.
Secondary audience—Gen Z: Inspiration Gatherers o Female, tech-savvy more than 60% are between ages of 18-35 o Fickle, swayed by peers o Influence is not as important as it is for the primary audience, although self-expression is still important o Love to collect beauty inspiration via Pinterest, Instagram, YouTube tutorials, etc. Sometimes they have a specific purpose, sometimes they just want to learn new things. o Instagram is their magazine rack and primary source of inspiration. o YouTube is a persuasive peer-to-peer source.
Key Audience Insights • • • • •
Brand names don’t win the audience over. They want great products that do their job well, regardless of where they came from. They want to go behind the scenes and hear candid stories about how the world works. They belong to communities, often organized by common interests. They always want to feel they are talking to real people, even if they are interacting with corporations. They want to know their opinion matters.
Unique Value Message •
We are the Internet’s hub for inclusive quality beauty conversation and e-commerce.
Support Points • • • • • •
Rapidly scaling customer community Social media is the core of Glossier’s strategy, and a source of our audience’s online activity Glossier’s brand and products are cleverly-named, well photographed and clever positioned for maximum impact Glossier is a value-centered company where other companies position themselves around products Our audience values sales reps and so does Glossier Our audience buys things mostly online and trusts online purchases
Tone and Personality • • • •
Helpful and approachable, like an honest good friend with great taste. Sophisticated and poised, but approachable, down-to-earth, and friendly. The tone is positive, lighthearted and spontaneous but not silly. Visually, Glossier is unique, bright and inviting.
Evaluation Criteria • •
Increased traffic to product pages Increased keyword searches for Glossier products
Anastasi Sharp
2
• • • • •
Increased time spent on product pages per unique visitor Increased number of product pages visited per unique visitor Increased orders Increased followers to our social media pages and use of related hashtags and linking to our content Positive reviews and feedback
Anastasi Sharp
3
References Avery, J. (2019, June 27). Glossier: Co-Creating a Cult Brand with a Digital Community. Harvard Business School. Boston, MA: Harvard Business School Publishing.
Anastasi Sharp
4