Younique Content Strategy

Younique By Sara: Content StrategyPSU Center for Executives and Professionals

Spring 2016

By: Sara Kirkpatrick

Content • Company Mission Statement

• Customer Personas

• Content Strategy Planning Template

• Company Workflow

• Personalized Content

• Conclusion

Younique's mission is to uplift, empower, validate, and

ultimately build self-esteem in women around the world

through high-quality products that encourage both inner and outer beauty and spiritual enlightenment while also providing opportunities for personal growth and financial reward.

Company Personas

The Makeupnista!

The B

oyfriend!

The Animal Activist!T

he Hipster!

The Stay-At-Home-Mom!

The Top Three Personas

Meet: Regina

Stage Awareness:

• Hot Eye Pigments to Wear Spring 2016 (Blog)

• Glam Bam (Pinterest Campaign)

Content Strategy: Personas

Regina follows will never leave home without her favorite lipstick. Her makeup regiment includes a full-face coverage and her needs are based on having the right products

and tutorials necessary to fulfill her adventurous and bold looks.

Stage Consideration:

• Q&A Sessions (Blog)

• Before and After Graphics

Stage Decision:

• Peer Testimonials

• Social Media Virtual Party Option

The Makeupnista

Meet: James


James is a observant boyfriend who enjoys shopping for practical gifts that his girlfriend will use and enjoy. He is extremely price-conscious and prefers shopping online. His needs are based on

finding a perfect gift in his budget for his girlfriend, who is a frequent user of Younique cosmetics.

Stage Awareness:

• 10 Favorite Gifts under $50 (Blog)

• How to shop cosmetics for your girlfriend (Infographic)


• Promotional offers for online specials

(website)

• Q&A Pictorials

Stage Decision:

• Testimonials from other boyfriend shoppers (Blog)

• Love it Guarantee Graphics


The Boyfriend

Meet: SusieSusie’s busy lifestyle leaves little to no time for makeup. She focuses on highlighting a natural look, while maintaining her skin care routines: cleansing and moisturizing. Her makeup usage is limited to Sunday church services and special events. Her needs are based on having the option for a quick application,

and products perfect for brightening up her tired eyes.

Stage Awareness:

• #HotMama (Instagram Campaign)

• Best Makeup Practices to reduce dark circles

(Video Tutorial)


• Skin Care Essentials (Infographic)

• The Five Minute Face for the Busy Mom

(Blog)

Stage Decision:

• Shopping Links on Social Media

• Promotional Materials


The Stay-At-Home-Mom

Lifecycle/Buying Stages Stage 1: Awareness Stage 2: Consideration Stage 3: Decision

Customer Need(s) • Enjoys make-up tips • Watching make-up tutorials • Loves to be trendy

• Meet monthly makeup budget • Re-stock Personal Product

• Request a price confirmation • Monthly promotions • Shipment Time

Customers Mindset(s) /Emotions

• Self-Conscious • Peer Referrals

• Curious • Visualization

• Excitement • Price-Conscious

Touchpoints/Marketing Channels

Pinterest, Magazines, Shopping Malls, Peer Referrals

Facebook Groups, Website, Email, Peer Referrals

Promotions, Facebook Groups, Frequency Buyer Programs, Peer

Referrals Experience Principles(s)/

Brand Attributes Empowering Women Uplift Validate

Content Type(s) • Tutorial Video Content • Pictorial Graphics

• Facebook Group Posts • Customer Graphics

• Video Content and Graphics • Promotions

Content Topic(s) /Idea(s)

• Pigments to Wear Spring 2016 • Glam Bam Pinterest Campaign

• Q&A Sessions • Before and After Graphics

• Product Testimonials • Bulk Order (free shipping)

KPIs Increase the perception by 25% on social media

Increase engagement by 10% on social media

Increase sales by 15% using social media

Regina follows a daily makeup regiment, which includes a full-face coverage and uses Pinterest as her main source

for makeup inspiration.

Marketing Goals: Spread awareness about Younqiue’s mission to validate, uplift, and empower women.

Content Strategy Goals: Capture a wide audience who use cosmetics and skin care products to build self-esteem and feel beautiful both inside and out.

Content Strategy: Planning Template

Sales

Marketer

Content Strategist

Copywriter

Graphic Designer

Plan: 30 Days of ContentCreate: Videos, Blogs, Graphics, Pictorials Publish: Facebook, Blog, Pinterest, and in FB Groups Distribute: Post X2 Daily (depending on platform traffic) Analyze: Facebook Insights

Meet: Sara (The Younique Presenter)

Content Strategy: Company Workflow

Additional Personalization Options:

Pairing Products: (Mascara Eyelash Curler Bundles), Creating Content: (Makeup based on Eye Shapes), Creating Content: (Eye Pigment based on Eye Colors)

Personalized Content

Content:

Previous Orders

Social Media Status

Content Strategy: Opportunities for Personalization

MAY YOUR FOUNDATION MATCH YOUR NECK, YOUR

CONCEALER NEVER CREASE, AND YOUR WINGED EYELINER BE SHARP ENOUGH

TO KILL A MAN.AMEN.