The campaign invites women to tweet their secret indulgences.
Bare Escentuals' bareMinerals, a line of mineral foundation and makeup, is asking women to #GoBare on Twitter by revealing their secret indulgences for a chance to see them brought to life.
As the name implies, bareMinerals is a makeup that doesn't feel like makeup or obscure a user's natural features, much like the idea behind the #GoBare campaign is to reveal an "inner you," says Stephanie Lin, senior director of North America marketing and digital brand building.
The #GoBare Twitter initiative comes as brand embarks upon its Go Bare tour, a six-month six-city tour of the U.S. that stops in D.C., New York, Chicago, Las Vegas, LA and San Francisco. According to a press release, the tour includes a "pop-up boutique-meets-lounge and a traveling team of complexion experts devoted to helping women discover their best skin ever."
The tour will run April through October, offering complimentary foundation fittings, personalized application tips and samples.
For information about events in each city, participants can visit the Go Bare tour website. BareMinerals will also post updates to its tour calendar on Facebook and Twitter.
In addition, a camera crew will be stopping in cities across the country to surprise select Twitter users that share their secret indulgences, much like the bareMinerals employees that received a birthday serenade, a prosecco-filled bathtub and an in-office visit from bulldog puppies in a YouTube video posted April 19. As of Monday, the video had 7,000 views.
The brand says a "special video series" will follow on the bareMinerals YouTube channel.
Twitter users do not necessarily have to live in one of the six city stops. Lin says the goal is in part to generate nationwide appeal, so they could theoretically live anywhere. She also says the selection will be random and insists the brand is not looking for anything in particular when it comes to choosing which indulgences to bring to life.
"We haven't decided exactly how many, but it will definitely be multiple to reward the community for engaging," Lin says.
In order to participate, Twitter users have to include the handle @bareMinerals, but they don't have to actually follow the brand. Lin says the brand has nevertheless seen a pickup on acquisition rate, but she did not share specifics. As of Monday, @bareMinerals had 51,000 followers.
To encourage participation, bareMinerals will also have a Twitter-enabled vending machine onsite at tour stops. Visitors who tweet their secret indulgences in front of the vending machine along with the hashtag #GoBare and a numeric code from the machine will receive a "surprise goodie" like a mascara or gift certificate, Lin says.
According to the press release, bareMinerals believes the world needs "a major makeup intervention."
"What we are famous for is makeup that doesn't cake or feel like makeup," Lin says. "Our signature service is the make-under because we don't believe women need to be made over."
The goal of the campaign is to proactively find new customers, to increase brand awareness and to surprise and delight women in unexpected times and places, Lin says.
In order to promote the campaign, the brand is working with bloggers in every city on the tour, Lin says. BareMinerals kicked off its time in D.C. with the stars of TLC's reality show DC Cupcakes, @KatherineSophie.
BareMinerals by Bare Escentuals has 740,000 likes of Facebook. The Facebook page includes a GoBare Tour tab.
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In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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