Cosmax USA is a leading innovator, designer and manufacturer of skincare and makeup products, creating innovative formulas for top beauty brands. As the digital marketing and social media manager of the branding team, my role was to develop marketing strategies for all internal cosmetics and skincare brands, including Earth To Skin and Hard Candy. In this case study, I will outline the challenges faced in establishing a successful digital marketing strategy, consumer insights, my role in the process, and the impact of my work.
Challenge
Establishing a successful digital marketing strategy came with many challenges. My primary goal was to ensure customers were intrigued by our products for their key benefits and value, including affordable prices and exceptional quality. It was also crucial to establish a straightforward and effortless customer experience through our websites and social media platforms. I wanted to create powerful creative content that would manage campaign performance effectively to understand exactly what intrigued a customer to click and eventually convert.
Consumer Insights
Learning more about our consumers was vital to help accelerate innovation in our products and improve customer trust to ensure returning buyers. Both qualitative and quantitative market research was necessary to understand our customer's experiences and identify weaknesses in our product and strategy.
Using Google Analytics, Social Media Insights, Klaviyo, and other tracking tools allowed me to understand what was working and what was not. Having deeper insight into shoppers would allow for our team to have an improved understanding of the brands' competitive advantage and gaps in digital strategy. Working with brand managers to make advances in our products and marketing would help drive to website traffic, maintain customer loyalty and increase customer retention rate.
My Role
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 identity key consumer insights that can be presented to product developers to be utilized for profitable decision making in regards to formulas, influencer partnerships and marketing strategy as a whole. Establishing trackable weekly and monthly goals, focusing on specific products and/or 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
The impact of my work was visible through the 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.
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 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.