The online-only Australian skincare company started selling in 2014 and skyrocketed into the beauty industry, arguably because of its founder’s fame. Zoe Foster-Blake was a beauty columnist for Cosmopolitan for many years before deciding to start her own line of products. Now business-woman, mother, and author, she’s somewhat of a queen of Instagram. And if Zoe is the queen of Instagram, then Go-To Skincare is her offspring princess.
“Brands are what consumers buy, while products are what companies make” (Tenderich, B 2013, p. 7).
Zoe brought with her a brand that she had developed over many years. Loyal followers trusted that brand through the numerous products it would eventually sell (books, a TV show and skincare products). But what the Go-To Skincare company does so well, is engagement and participation on social media with its customers.
“Social media enables companies to talk to their customers…and it enables customers to talk to one another” (Faulds, D & Mangold, W 2009, p. 358).
Go-To consistently respond to their clients on Instagram, allowing for discussion not only between the company and the customer, but between customers themselves through hashtags and comments on posts. By re-posting photos and reviews from clients, they’re actively engaging and allowing for participation.
In the Twittersphere, Nike dominates. In 140 characters (or less) Nike manages to engage and assist customers with their questions and dilemmas through their separate Nike Support account. It’s commendable how a company so massive can still be approachable and personal.
“Having a separate account for customer support helps Nike be accessible to its customers without bogging down its own content on @Nike or @NikeStore with answers to super-specific questions about people’s’ orders or accounts.” (Neil Patel, Content Marketing Institute)
Nike’s brand is to promote equality across genders, cultures and sports. It recently released a promotion for its new line of activewear hijabs. The promotional footage for this was welcomed with enthusiasm and gratitude by social media users. With over 2 million views on the Instagram video, and over 1 million views on the Facebook video, the innovative clothing line introduction has successfully made its way into mainstream media and sparked discussion.
What Nike does so well though, and what its done in particular here, is transmedia branding to provide a narrative for its products and organisational beliefs.
“Transmedia branding can be defined as a communication process of which information about a brand is packaged into an integrated narrative, which is dispersed in unique contributions across multiple media channels for the purpose of creating an interactive and engaging brand experience.” (Tenderich, B 2013, p. 3)
Turning a drink into an experience. A paper cup into a piece of art. Promotional ideas that engage their customers is what Starbucks does best.
Starbuck’s famous red cups are released during the Christmas period every year. In 2016 the hashtag “redcupart” was promoted to engage customers with the brand and share their art/experiences on social media. Instead of just purchasing a product, #redcupart allowed consumers to become part of the Starbucks brand narrative.
Using social media sites such as Pinterest, Instagram and Twitter, these three brands allow audiences to engage, interact, and participate with the brand, rather than simply bombarding target audiences with advertisements and promotions.
Which companies do you think are successfully using social media for PR?