SUCCESS STORY: OVER 180 MILLION IMPRESSIONS GENERATED IN LESS THAN SIX MONTHS THROUGH EFFECTIVELY LEVERAGING SOCIAL MEDIA


Company Profile:  Purple Lab is a groundbreaking beauty brand that combines traditional beauty products with a nontraditional, modern twist. Every product in the line offers “Double Duty Beauty,” ensuring that multi-tasking mavens receive two fabulous benefits at once. The company was created in 2008 and its first product, Huge Lips Skinny Hips, was ready to launch in January 2009.

Situation:  Purple Lab needed to generate brand awareness and trial on an extremely limited budget. They hired the Pao Principle to develop and implement a marketing plan designed to leverage social media to drive excitement, buzz and purchase.

Solution: The Pao Principle worked with the Purple Lab team to develop a plan designed to address top beauty content providers in the following social media sites: 1) blogs 2) You Tube and 3) Twitter. Activities included a 1) Top 20 Beauty Blogger event where Purple Lab founder and creatrix, Karen Robinovitz, took participants on tour of the inspirations for the shades of Huge Lips Skinny Hips 2) sending product to the top beauty content providers on YouTube and 3) hosting monthly “tweet ups” with Karen at her NYC apartment.

Results: After six months, the Pao Principle's efforts resulted in:

• Generating over 180 million impressions
• Opening order sell-out after three weeks at Scoop in NYC
• Generating firm orders from major retailers in the U.S. (Fred Segal, Ulta, Bliss, BBW, and Kitson, among others) as well as international (in Bahrain, Dubai, Japan, Canada, The Netherlands, Norway, and France)
• Coverting awareness into orders. Specifically, the You Tube outreach effort directed at Top 10 beauty video reviewers resulted in five video reviews, with one generating over 200,000 views in just one day. One video translated into sales of 150 units in one day from B.Glowing.com, Purple Lab's online retailer

 

Importantly, Purple Lab has elected to retain the Pao Principle to help implement its second direct-to-consumer phase.

Copyright 2009