Marketing Communications in Fashion - Social Media Marketing-Part I (Assignment #1) By Mariya Sarrah Arab-MPSM 613 -February 8th, 2022
Brand Introduction: Fenty Beauty was founded on September 8th, 2017, by musical artist Robyn Rihanna Fenty. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well as accessories and tools. The brands products are available in multiple types and 50 skin shades. Fenty Beauty is also a subsidiary of Louis Vuitton Moet Hennessy (LVMH), a French conglomerate that specializes in luxury goods.
Communication Objectives: Millennials are most affected by recommendations from their friends and family. This supports my choice to have a substantial portion of my promotion to be digital. I’ll use influencers and user generated content to promote the products. • Objective: Increase brand awareness and consumer social engagement, targeting the market space, Millennials, celebrities, increased trust tactor • Task: Advertisement commercials. Weekly /daily posts, Instagram stories, live and TV, beauty tutorials. •
Measuring Effectiveness: Views, likes, clicks, comments
The expectation for the campaign is to grow a 10% in market share by 2023. Approachable tone of voice, interaction with consumers, using a handwritten font will make it more personal
Social Media Platforms Social media is a crucial part of the success of my brand. It is how we build great consumer relationships and how we celebrate our consumer. Most of my content comes from consumers themselves, meaning our word-of-mouth is hugely powerful within the beauty industry especially. Twitter: is my platform where I have discussions with my consumers and promote and launch my products Instagram and IGTV demonstrates my product and celebrates my community.
Youtube: The YouTube platform is a crucial way I demonstrate and promote how I use the products. Fenty beauty have a series called Tutorial Tuesdays where Rihanna shows how she uses the products.
In addition to the YouTube channel, other big YouTube stars also promote and review the products which is a great way of reaching larger audiences. .
Posts and content The communication with the consumers is intimate, personalized and direct, this applies to me as a brand and Rihanna with the consumers, as the founder.
Twitter .
As the sender Fenty Beauty typically uses the brand social media channels to share their story with consumers. The messages that Fenty Beauty usually shares is information regarding product releases, product imagery, promotional videos and teaser clips, and tutorials. Fenty beauty also share customer product trial videos and on Twitter they engage with consumers weekly on "Fenty Face Friday's" encouraging consumers to share their makeup looks using Fenty Beauty products.
Fenty Beauty is able to successfully transmit messages to the consumers by primarily focusing on clarity, attention. informality, and consistency. For example, clarity is present when Fenty Beauty shares that Eaze Drop product is a "Blurring Skin Tint that delivers an instantly smooth and blurred complexion in a few drops for quick, everyday coverage in 2S flexible shades." In a single sentence we are able to tell the consumer everything they need to know. .
Fenty Beauty applies the principles of attention. informality, and consistency. by using informal language. Using slang is a strategic move to create the sense that consumers aren't engaging with a company per say. but rather a friend. It also helps keep consumers engaged, because they'll want to listen to what is being said when it's delivered in a language they resonate with. For example, on this post it included the phrase "say less". which in formal language translates to "You don't need to say anything else. I heard you loud and clear". By using the slang form consumers feel more of a genuine connection to the brand. Consistency is shown, through the continued use of slang language, as it has been used since the company was founded.