Cosmax USA is a leading innovator and manufacturer of skincare and cosmetics products, and well-known for developing innovative formulas for top beauty brands. As the digital marketing and social media manager of the branding team, I was responsible for developing marketing strategies for all internal cosmetics and skincare brands, including Earth To Skin and Hard Candy. I also assisted in the research and development of new brands within the luxury sector. In this case study, I will outline the challenges faced in establishing successful digital marketing strategies, consumer insights, my role in the process, and the impact of my work.

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Challenge

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One of the major challenges we faced was establishing a successful digital marketing strategy that would appeal to our target audience in the midst of a rebrand and a newly launched brand. Another challenge was to establish a robust influencer contact list for PR mailers and encourage organic user-generated content. My primary goal was to ensure customers were attracted to our new products for their key benefits and value, such as affordable prices and exceptional quality by marketing micro and macro influencers using our products. It was also crucial to establish a straightforward and effortless customer experience through social media platforms to gain our audience's trust. I wanted to create powerful creative content on the brands' social media platforms that was effortlessly linked to the e-commerce stores, and establish a system where I could effectively manage campaign performance to identify the best strategies that attracted customers to click and eventually convert.

 

 

 

 

 

 

 

 

 

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Analysis

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Analyzing marketing performance allowed me to incorporate new strategies to advance digital marketing techniques. Establishing our brands on relevant social platforms helped maximize audience reach and increase website traffic to compete with leading beauty brands. Creating enticing digital content to maintain consumer interest and maximize exposure involved extensive market research to evolve the brand's creative imagery and marketing copy.

 

By analyzing multiple data sources, it was possible to identify key consumer insights that can be presented to product developers to be utilized for profitable decision making regarding formulas, influencer partnerships, and marketing strategy as a whole. Establishing trackable weekly and monthly goals, focusing on specific products and collections was vital to ensure if marketing initiatives were successful and eventually lead the team to easily identify gaps in our strategy for improvement.

 

Impact

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My work had a significant impact on the company's digital marketing strategy, resulting in increased engagement on social posts and influencer collaborations that exposed newly released products to a new audience and increased website traffic, leading to an increase in online sales of specific featured products. Strategically including our high-selling and most innovative products in Influencer PR mailers allowed for viral sparks to hit. Through trackable weekly and monthly goals, we were able to measure our marketing initiatives' success and quickly identify gaps in our strategy for improvement. Our collaborations with micro and macro influencers allowed us to build on user-generated content, increase overall reach and impressions, and drive new consumers to our brands.

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Review

 

The impact of my work was visible through increased engagement on social posts and influencer collaborations, which exposed newly released products to a new audience and increased website traffic, leading to an increase in online sales on specific featured products. Strategically including our high-selling and most innovative products in Influencer PR mailers allowed for viral sparks to hit.

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In conclusion, establishing digital marketing strategies for Cosmax was a challenging yet rewarding task. Through my work, we were able to identify consumer insights, enhance the customer experience, and drive traffic to our e-commerce platforms, resulting in an increase in online and in-store sales. By utilizing trackable weekly and monthly goals, we were able to measure our marketing initiatives' success and quickly identify gaps in our strategy for improvement. Our collaborations with micro and macro influencers allowed us to build on user-generated content, increase overall reach and impressions, and drive new consumers to our brands.

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