To help GloPro stand out in the crowded space of the makeup industry, Volume Nine launched a focused content marketing campaign called #glointheknow.
The campaign drove awareness, reach, and moved GloPro onto page 1 for all of their targeted organic search keywords organic clicks by 27% while creating 67% more social referrals.
GloProfessional Success Story
GloProfessional sells mineral-based makeup and skincare products online, and the minerals and all-natural ingredients found in their products are what sets them apart from the competition. However, one of the greatest challenges GloPro faced was awareness of their unique products, and understanding of the benefits. In general, GloPro’s ideal consumers were either unaware of the benefits of mineral makeup or had no idea it was an option. Both were hurting the company’s marketing efforts.
Coming from a successful new site launch at the end of 2015, GloPro began to focus on the online promotion of their brand for the year to come. Some of the key themes for 2016 would be general brand awareness, prospect education, and positioning themselves as the industry authority on mineral makeup. The challenge for V9, once GloPro came to us, was to help the brand decide how to best promote their site in light of these objectives, and to get them real results.
The themes set out by GloPro were quite broad, and product awareness and industry leadership don’t happen overnight — especially in such a competitive space. Given all of those elements, V9’s team of experts knew it would be difficult to move the needle without a cohesive, actionable strategy that tied everything together. As a result, our team decided that one of the best ways to climb this mountain would be to start with a multi-level, targeted campaign.
This campaign would allow us to home in on a few key goals, like brand trust and product education, without losing sight of the brand’s desire for a stronger authority in their industry. It would also allow V9 to use multiple channels and mediums to push the campaign message, something that is critical for brands that want to be seen as an industry leader. V9 knew that GloPro had to be seen in all the right places at all the right times, and we needed a plan to make it happen.
#Glointheknow Campaign Objectives
To boost GloPro’s brand and product awareness, V9 created and launched the ‘Glo in the Know’ campaign. The campaign had a very specific focus: to be educational and to share the message about the benefits of mineral makeup. We wanted to not only make customers more familiar with the product, but also to help them understand why it is such an awesome alternative to other makeup products available.
To make that happen, the V9 team laid out a campaign designed to:
- Creatively position GloPro as the mineral makeup industry leader by using multiple online channels.
- Increase awareness for the brand and the benefits of the product.
- Improve GloPro’s search position for the top organic keyword: ‘mineral makeup.’
- Move other top keywords from page 2 to page 1 on Google.
#Glointheknow Campaign Objectives
With such high-level objectives, V9’s team knew a multi-level content approach was needed. So we designed and implemented complimentary content strategies to achieve them:
Blogging: We developed a 3-month blogging calendar with 12 posts for GloPro. These were long-form blogs related to awareness and education for mineral makeup, and designed to be as useful to customers as possible. V9 worked with GloPro to:
- Generate topic ideas
- Formalize topics in content calendars
- Optimize completed content
- Promote posts once they went live
We also worked to strategically link blog posts to GloPro’s current website pages to maximize both SEO and engagement.
Influencer Outreach: Because influencers are the Holy Grail for brands in this industry, V9 worked to identify, contact, and reach out to several dozen bloggers, content producers, and leaders in this space to push awareness. By sending product to influencers in exchange for coverage and a reviews in their posts, V9 was able to reach new, previously untapped audiences for GloPro.
Digital Makeup Guide: To make influencer outreach more effective, and to empower influencers to educate their own followers, V9 and GloPro created a digital how-to makeup guide. This was designed to get influencers excited about the product, plus provide them tangible brand assets that could be shared.
Social Media Boosting: All of the campaign efforts were shared, distributed, and boosted via social ads, ensuring that the content was seen across multiple channels and by new, highly targeted audiences.
SEO: Prior to doing any broader content marketing effort, V9 set out to ensure that the existing site copy was highly targeted, optimized, and of a high enough quality and relevancy to resonate with influencers and new audiences. Additionally, all promotional efforts were linked back to the main site to increase authority.
The data from this campaign shows one thing is certain: the #Glointheknow campaign was single-handedly responsible for moving GloPro’s top keyword (‘mineral makeup’) onto the first page of Google. But the benefits don’t stop there:
- 3,046 pageviews on campaign blog posts during the campaign period
- More than 177 social shares on campaign blog posts
Influencer Outreach Results
- 2 high quality posts on targeted influencer blogs with high engagement – 226 total post engagements
- Strong social promotion across all channels
Social Media Results
- 21% increase in social media conversions compared to previous period
- 36% increase in Facebook referral traffic compared to previous period
- 67% increase in Twitter referral traffic compared to previous period
- ‘Mineral makeup’ keyword moved to (and maintained!) page 1 ranking
- ‘Mineral makeup’ keyword impressions up 27%
- ‘Mineral makeup’ clicks increased by 14% compared to previous period