BEAUTY MATE VIRAL
|March 15, 2012 | PRODUCTION||Posted by|
It’s always been a challenge to get men to purchase beauty products, largely because the branding doesn’t speak to a broad Australian Male audience. Beauty Mate have changed all this, offering a range of products with a simple and eye-catching design that appeals to the 18-35 Male demographic. While Beauty Mate have been featured in a variety of magazines, their target audience has a strong online presence that wasn’t being targeted through print media.
To that end, Big Dog designed an online viral campaign to create brand awareness and generate a unique corporate identity via social networking. With a target of a hundred thousand views, the social media creative team produced a You Tube video designed to function as a central part of Beauty Mate’s website. The website was designed to provide simple and immediate access to the video, which in turn increased traffic flow and view counts. In addition, it generated heated discussion on its You Tube page as well as marketing and media sites such as Mumbrella.
Implementing a campaign of ‘Men Vs Women’, the video features Zoo World Cup Cover Girl Bonnie Edwards in the shower, as well as a semi-naked average Aussie Bloke. It comedically highlights the differences between Men’s and Women’s grooming habits, and demonstrates the simplicity and ease of use Beauty Mate products provide to men. Through sharing across several social networks the video exceeded the expectations of Beauty Mate, as the video now exceeds two hundred and twenty thousand views, leading to a significant increase in brand awareness and sales.
Today, the original video continues to generate page views and sales through Beauty Mate’s web presence, and an edited version has been featured on national television boosting sales through Woolworth’s supermarkets. They’re now a major player in the Men’s Beauty industry, and the original campaign continues to drive interest nearly a year after the original brief.