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 inform top beauty content providers in the following social media sites: blogs, You Tube and Twitter. Activities included:

•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
• Sending product to the top beauty content providers on YouTube
• 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
• Selling out of Purple Lab’s opening inventory in less than two months (4 of 6 shades)
• Generating firm orders from major retailers in the U.S. (Fred Segal, Ulta, Bliss, BBW, Kitson among others) as well as international (Bahrain, Dubai, Japan, Canada, UK, The Netherlands, Norway, France)
• Converting awareness into orders:
        - You Tube outreach effort directed to the Top 10 Beauty Video makers resulted in five videos -        each video generated over 200,000 views in just one day
        - Views from these videos directly translated into sales of 150 units in one day from b.Glowing,
        Purple Lab’s internet retailer

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

Copyright 2011