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CASE STUDY: MARY KAY MARY KAY INVITES FACEBOOK USERS TO PUCKER UP ISSUE: ary Kay challenged Coyne Beauty with building online excitement for the second annual A Kiss for Country philanthropic campaign. A Kiss for Country invites country music stars to provide their signatures and kiss prints to be auctioned off online to benefit domestic violence prevention as part of the Mary Kay sponsorship of the CMA Awards. IDEA: Since Mary Kay is a fundamentally social brand, social media is an ideal tool for reaching and engaging consumers, brand lovers and sales force members. To reach the online community, Coyne Beauty worked with Mary Kay to create the Kiss Domestic Violence Goodbye Facebook application. This application invites Facebook users to send virtual kisses to their friends in support of domestic violence prevention – a cause that is very important to the Mary Kay brand. The application offers a fun way for members to interact for a cause and track the number of kisses they have sent and received, spreads the word about domestic violence through statistics and includes information about the Mary Kay A Kiss for Country philanthropic campaign. To spread the word about the Facebook application, Coyne Beauty posted information about the application on the main pages of pre-existing Mary Kay and domestic violence Facebook groups and sent out communications to the Mary Kay Independent Sales Force, inviting them to become fans, download and use the application and invite other users to do the same. IMPACT: The Mary Kay Kiss Domestic Violence Goodbye Facebook application is gaining additional users each day! Less than two months after launching, the application boasts more than 5,700 users, with more than 75,000 kisses exchanged across the global Facebook community. |
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Social Media Case Studies
