Shorty Social Good Awards are open for entries! ENTER BY AUGUST 2ND

2nd Annual Shorty Social Good Awards Categories

Entries for the Shorty Social Good Awards are open now! Official categories listed below.
The regular deadline is August 2, 2017

From the 9th Annual Shorty Awards

The Beauty Channel

Entered in Multicultural Community Engagement

About this entry

Elizabeth Arden wanted to launch its Skin Illuminating Line and increase its brand awareness to a new audience — Chinese Canadian women. 3 segments were targeted: 24-60 year old achievers, fashionistas, and settlers.

Why does this entry deserve to win?

How does Elizabeth Arden get to play and stand out with Chinese women in the cosmetic playground?

If you can't beat them… let them join you!

The campaign's strategy was to open a new platform for beauty and skincare advocacy that will serve as a backdoor for Elizabeth Arden to shine through.

Our research showed that Chinese women were very specific to the cosmetic brands they tried and used. European brands were preferred for their perceived premium quality and fashion influence. Korean and Japanese cosmetics also appealed to them due to these brands' expertise on the Asian skin type. Conventional marketing wisdom has determined that brands do well when their customers are in the sandbox they have made for them to play in. Attracting new and biased players into Elizabeth Arden's corner though required an unconventional approach. Why not create a new playground for everyone, where Elizabeth Arden played too?

We created "The Beauty Channel," an unbranded microsite that became the new sandbox for beauty, skincare, and lifestyle content for Chinese Canadian women.

It featured European, Asian, and American brands. Since the Chinese are convinced with facts, the channel provided them with the necessary information. For added credibility, the content of The Beauty Channel was written and curated by 2 Chinese beauty editors from 2 trusted publications. They tested branded products and shared their experience for others to learn.

The channel also put a spotlight on Elizabeth Arden's proven effectiveness with the 6-Week Challenge! We invited 3 Chinese women — each from a different identified segment: the fashion-conscious, the career professional, and the well-to-do homemaker — to use the Skin Illuminating Skincare Line every day for 6 weeks, and share their journey, feedback, and results online!

This sandbox also created opportunities for product trials by raffling off Elizabeth Arden gift basket prizes.

The Beauty Channel was promoted on media where Chinese women searched for beauty products — on WeChat, Facebook, YouTube, beauty and fashion magazines.

Results

The results were truly illuminating for Elizabeth Arden! Online video views of the 6-week challenge exceeded its target by 104%. 2,043 raffle entries were received and sales saw a glowing increase of 108%!

Media

Video for The Beauty Channel

Produced by

AV Communications, Elizabeth Arden

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, Vine and the rest of the social web.

The Shorty Social Good Awards will be held October 2017 in NYC, Date to be announced shortly.