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Essie Digital Strategy

Angela Medina, ADV892

+Target Audience

Women between the ages of 18 and 34 years of age.

Bold, Fashion-forward, creative, and sophisticated.

+Big Idea

Essie by You Competition

Customers develop and name their own nail polish colors

10 Finalists

Public Voting

5 Winners will be selected as part of the Spring 2017 collection.

+Timeline

1 year contest

March 2016- Launch strategy.

April 2016-November 2016- Submission of ideas accepted

December 2016- February 2017- Voting

March 1, 2017- Announcement of winners

+Goals

Participation

Entries into the contest

Likes, follows, retweets, visits to blog, visits to essie website

All measureable goals that are able to be evaluated

+Monthly Budget

$38,000

Social Media- $15,000

Google Adwords- $20,000

Content Development/Blog- $3,000

“The single best thing you can do to improve your search engine marketing is to focus on building great content for your buyers.”

+Social Media

#essiebyyou

Instagram, Facebook, Twitter

Daily posts and updates about the contest, products, and seasonal colors

+Google AdWords

nail polish, nails – common phrases associated with nail polish companies

manicure, pedicure – common ways nail polish is used

essie, opi – own company name and biggest competitor name

Best nail polish, nail polish colors – phrases with highest searches per month

+Blog

Tips on how to wear Essie nail polish

Nail polish tutorials

Feature stories on the 10 finalists

High budget for content development to drive search engine optimization.

+Summary

A year long contest to promote customer participation in developing new Essie nail polish colors through social media, google adwords, and a blog.

Overall goal is to gain customer participation in the blog, Essie website, and social media sites.