CASE STUDY: How Simple Skin Care Engages Teens on Stardoll
Provided by Stardoll
Simple Skin Care uses Stardoll to drive engagement for its new Spotless range among teens
What was the Challenge / Background of the Campaign?
Simple wanted to drive awareness of its new Spotless Skin range among their target audience of teen girls. They wanted to support their offline campaign to find the next 'Teen Simple Star' with a highly engaging online campaign that built dialogue with the target audience. Stardoll was a natural choice as it is the #1 teen publisher and offered a highly creative solution that encourages brand interaction.
What was the Campaign Objective?
To create the client an ECRM data base in order for them to communicate with interested parties. To identify 12 brand ambassadors to aid in product development. Build awareness and support launch for new skin care rage. Find the next Simple star.
What was the Solution?
Stardoll created a community hub to promote the new Spotless Skin range and search for the next Teen Simple Star to compliment ongoing offline activity. In addition, Simple was the official sponsor of Stardoll TV, a magazine style show focused on the key Stardoll themes of Fame, Fashion and Friends. Users were invited to become part of the club, provide feedback on the product and enter to win a chance to appear on Stardoll TV.
What were the Results?
Choosing to have a consistent and evolving presence rather than a static campaign reaped rewards for Simple. Sales of Spotless Skin Quick Fix wipes sold at 111% of target after 9 months in the market. Simple also experienced a 49% YOY increase in sales of its teen range. In addition, at well over 600,000 user initiated plays, engagement with Simple via Stardoll TV was particularly encouraging. Interactions with the Club and visits to Simple's website were similarly high - with more than 237,000 sign ups to Teen Simple.com and 276,000 click-throughs to simple.co.uk
What were the Key Learnings of this Campaign?
By constantly engaging and updating the community, adding the latest episodes of Stardoll TV that featured Simple, and refreshing the content, Simple ensured their ongoing campaign on Stardoll continued to appeal to existing members of the club whilst attracting new members to join and participate. Stardoll was a perfect fit for Simple to engage with its target audience and support the offline component of the campaign.