Benefit often feature photos of their customers wearing the brand’s products, consequently increasing consumer engagement and building brand-consumer relationships. For example, by using the tag #realsies to promote their ‘They’re Real Mascara’, users submitted more than 12,000 ‘selfies’ via Instagram, to which Benefit created a mosaic on a design microsite leading to the product’s page. The brand’s initiative to encourage consumers to tag themselves wearing a new eyebrow product with #benebrow also gathered over 5,000 photos. Perhaps the most successful of all, and in partnership with the anti-bullying ‘Love is Louder’ movement, was #InnerBeauties, in which Benefit enlisted celebrities to spread daily challenges such as ‘post positivity’ and ‘lend a hand’. Benefit’s immense success shows optimal use of Instagram as a platform, inviting other brands to step up to the challenge.
via How many ‘likes’? Does your business have a place on Instagram? | Natalie Golding.