Sephora Drives Referral Sales With Facebook Promo

  |  November 10, 2009   |  Comments

Orders and referral traffic doubled during campaign, and the beauty retailer added 10,000 friends.

Executives at beauty retailer Sephora are pleased with the results of an Earth Day-related Facebook campaign it launched back in April. Orders and referral traffic to Sephora.com more than doubled during the campaign, which also yielded it more than 10,000 new Facebook "friends," according to the company.

During the campaign, Sephora offered a virtual tote bag, called the Sephora Pretty Planet Shopper, that was capable of being sent from one Facebook friend to another. People who participated were given promotional codes that could be redeemed, with any Sephora.com purchase, for a real, limited edition bag. When the campaign began, Sephora VP of Direct Marketing Bridget Dolan said the goal was to increase customer awareness of the company's natural and organic products, promote the brand and boost Sephora fan Facebook participation.

"Through our Facebook page, fans can share everything from product suggestions to beauty tips, so we thought that a virtual gift, letting fans share their love of Sephora and the environment, was a perfect fit," Dolan said in an e-mail. "Due to the success of the Sephora Pretty Planet Shopper campaign and our fans' growing desire to interact with Sephora on the site, we will continue to look for new and interesting ways to engage with our fans on Facebook."

Sephora now has more than 220,000 Facebook friends and Dolan said organic impressions spread via Facebook friends increased Sephora's reach by 440 percent. The company is also using Facebook to publicize store openings, weekly discounts and free item offers as well as to notify fans when makeup designers, such as Kat Von D, or famous models will be in a store. The page allows fans to vote on names of new lipstick colors, join Sephora's rewards program and watch clips of the movie "Fame."

Sephora is involved in other social network marketing, including Twitter, where it has more than 22,000 followers.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...