Nelsons Pure & Clear
Nelsons Pure & Clear wanted to embrace a new social media direction, but they had a question...
How to engage with and drive relevant potential consumers to Pure & Clear’s new social media platforms with a very small media budget?
This brief could not be answered using traditional paid for media platforms, but by capitalising on brand sentiment and people’s love of sharing beauty tips we knew a social channel could answer the brief.
Our first step was to research, rate and compare leading beauty/make-up video bloggers using rating tools and a bespoke 7stars social scoring metric to find and champion a rising star that would partner with us.
Tanya Burr’s credentials fitted perfectly as has a (consistent) huge following of over 300k YouTube subscribers. Specialising in make-up tutorials, she is a trusted and valued beauty source. Through our own bespoke social spaces monitoring, we knew the majority of Pure & Clear conversations were stemming from make-up focused conversations, so Tanya was a perfect fit.
We created a social media and content schedule which spanned over 6 months and included; video make-up tutorials with Tanya, videos showcasing Nelsons heritage and the Pure & Clear brand, hosted content on Pure & Clear’s Facebook page and YouTube channel, plus additional coverage across YouTube, Facebook, Twitter and Blog audiences to these videos.
Double digit growth in YouTube views & subscribers, and Facebook likes. The campaign created a global spike in online activity accounting for almost 4000 mentions across blogs, Twitter, forums and news sites. The Pure & Clear YouTube and Facebook profiles now boast a growing and consistently engaged audience.