Final Project Part 5: Creative Content

In order to further advertise Benefit's Bad Gal Lash, social media marketing and advertising will be used as part of the campaign. Social media and online advertising is a great way to reach our target audience, who are mostly very tech savvy young women. "People go online for a reason, whether practical, social, or for diversion. When a brand or group hampers someone's pursuit, it is not good for anyone. When a brand enhances or helps someone's online experience, that is called smart marketing. (Landa,243)"

"Social media is most effective when it is relevant, authentic, valuable, enticing, and shareable (RAVES):

Relevant: it demonstrates an understanding of its target audience based on insights into the audience, brand, or group, and the product, service, or group category.

Authentic: it lives up to its brand essence, claims, and values, and does not lie or offer half-truths.

Valuable: it offers something of value to the audience (a utility, information, entertainment, laughs, or knowledge), which in turn helps the brand or group grow.

Enticing: it offers something unique, sought after, or cool, something people cannot get elsewhere—an equivalent to a party, to chocolate, or to anything that the audience would find pleasing.

Shareable: it enables sharing, sending, downloading, and linking, and uses standard protocols."
(Landa, 244)


The proposed social media campaign for Bad Gal Lash will be as follows:
Fans of the brand's Facebook page will be invited to anonymously submit a story about something "bad" that they have done; anything as small as eating chocolate for dinner, to the most scandalous. Each submitter will be given a printable coupon for their participation. Then, small online advertisements will be created out of the stories.
The social media activity creates communication between the brand and its customers, and is something fun and exciting that they can share with their friends. Additionally, it will create a huge amount of advertising content for Bad Gal Lash.