For me, a successful social media campaign is one which drives people to take a specific action. Hopefully, that specific action can be tied to an increase in sales.
For example, the KelloggCares Facebook page asked fans to donate $5 or more to feed the hungry and receive $5 in coupons for Kellogg products. It drove a specific action which resulted in product sampling.
Estee Lauder is the latest example of a company who understands how to successfully tap into the power of social media to drive specific consumer action.
They are offering offering free makeovers and photo shoots at their department-store cosmetics counters coast-to-coast to produce shots women can use for their online profiles.
Purchase isn't required, but the promotion does get women to the counter to talk with reps and try makeup, a habit Estee Lauder and the prestige beauty industry, hit hard by recession, would like to help restore.
That's why I love this campaign. It drives women to a store where they can try new makeup – a proven sales booster.
The other reason this campaign should do well is the built-in word of mouth. Women always comment on your profile picture. Your response will now likely be, "Thanks! I had it done by Estee Lauder. They have a great campaign where they do your make up, then they take a professional picture. How cool is that? I haven't looked that good in years!"
Estee Lauder is giving their customers a reason to talk about them AND come to stores to sample their products. Great job.
Read more about this story in Ad Age.