Content Plan
Colourpop Cosmetics Molly Neidig
Target audience •
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The target audience I’m trying to reach are the college-aged millennials. The reason I’m targeting this audience is because Colourpop is a quality, but affordable, cosmetics brand. College students (generally) don’t have the funds to be spending on expensive cosmetics like MAC or Smashbox, which are two other brands that this age group enjoys. Not only is Colourpop affordable for this audience, it’s also youthful. Colourpop has no shortage of color when it comes to their eyeshadows and lipsticks, as well as a colorful (and easy-to-navigate) website. They even send a cute message in every package that a customer receives.
Client Objective
• To increase engagement on social media among millennials by 10% by January 2018
Social Media Channel
• I’m going to focus on Colourpop’s Twitter as the social media channel to work on and increase engagement.
Social Media Channel Rationale • Twitter is extremely popular among millennials due to it being a quick and concise outlet with regards to its small character limit. • Twitter is an area I believe Colourpop could work on with regards to social media engagement compared to their other media platforms. • Twitter is a quick, easy, and fun way to engage with your intended audience.
Posts of Makeup Looks Created With Colourpop Products I think Colourpop would benefit from posting more photos of people creating makeup looks from their products and tagging them in the post. They primarily do this on Instagram, and occasionally on Twitter, but I think it should be more often.
Shout out to @THATGIRLSHAEXO for this amazing look. Her use of our Super Shock Shadows and Limbo Matte Lip is stunning. Get the look: https://www.youtube.com/watch?v=1lZnThXqzNg
Create Hashtag To Get Followers More Involved • Creating a hashtag relevant to Colourpop as a brand and relating it to its customers I think would increase engagement on their Twitter greatly. • #EverydayImPoppin is a hashtag that not only plays on the company name, it also promotes the culture of doing your makeup just to do it, not for any special reason but because you want to and like to. This can also be a good lead into my first content example of posting pictures of Colourpop users with their makeup looks.
We know you like to look your best every day. That’s why we want you to use the hashtag #EverydayImPoppin when you post your looks! Be sure to tag us to be featured on our page.
Featuring Blog Posts • Each week, Colourpop should feature a blog post speaking about their products. Check out this awesome blog post reviewing our Ultra Matte Liquid Lipstick!
Colourpop Ultra Matte Liquid Lipstick Review stardustandlipstick.wordpress.com
Tweet Links to Videos and Interviews •
If Colourpop tweeted more links to videos or interviews, whether they’re videos from their own website or an external website, that would definitely increase engagement. They might also benefit from posting more videos demonstrating how their products are made, like this Lippie Stix video. Not only will that increase engagement, it could also increase sales as some people may be on the fence about buying certain products until they know specifically how it’s made.
Check out this great interview NBC News did with us on how our Lippie Stix are made!
The Follow: See how ColourPop Lippie Stix are made https://www.nbcnews.com
Create Own Gifs that Feature Products • In this day and age, GIFs are a big part of social media. It could definitely be eye catching if Colourpop were to create their own GIFs from some of their product videos to post on their Twitter. It would be a quick way for Colourpop’s audience to see how the products look and how easily they go on.
Measurement • To monitor the increase of engagement on Colourpop’s Twitter from now until January, I will be periodically calculating the engagement rate by taking the number of retweets and likes on a post divided by the number of followers Colourpop has. I will start out with a base, meaning I will calculate their average engagement rate currently, and I will continue to compare that with my results after implementing this content plan. By January, the goal is that the engagement rate will be a 10% increase from the current engagement rate without this content plan in place.