Essie digital strategy joy

Susanna Joy: New Media Driver’s License, 2012

digital strategy

who is essie? 31-year-old nail product line

$8 price-point

markets to females, 14-40

resilient in a lagging economy

future is in doubt due to toxicity reports in nail products

what essie is doing right:

Market Resilience An affordable

indulgence Thrived during

financial downturn

Website: Content-rich user-friendly Interactive Easy to find products Easy to locate

retailers

Mobile Active Twitter presence Strong showing on

Pinterest Instagram photos: #essie TwitPics: @Essie

essie has room to grow:

SOCIAL Facebook: their only social link Limited links back to site No Pinterest account No Instagram account No content-sharing Lack of social media

management

….seeking a seamless integration…

essie opportunities for innovation 1.0:

Shopkick for Mobile: Retail Gaming Incentivized mobile application “Kicks” (points) earned for retail experiences Cash in “kicks” for prizes essie can opt-in to Shopkick, including their products in

challenges

essie opportunity for innovation 2.0: essie. does. it. all. --insta-photo campaign

Daily photo challenges on Twitter Photos include essie manicures doing daily challenges Most, and most innovative TwitPic challenge photos WIN!

Free essie products Participate in essie advertising shoot

the essie investment:

$250K

Salary: digital marketing professional

Incentives

Buy-in to ShopKick

thank you.

Any questions?