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?