Objectives

Each season Urban Decay creates a variety of social media specific content; custom hashtags, UGC, CTAs, tutorials and video. This content plays a key role in Urban Decay's "fully- loaded launch" strategy and helps to bring the product story to life

Strategy and Execution

Urban Decay's marketing strategy leverages social media to generate word-of-mouth buzz by empowering core consumers and encouraging them to become brand ambassadors in order to build a frenzy around new product and the brand.

Each season Urban Decay creates a variety of social media specific content; custom hashtags, UGC, CTAs, tutorials and video. In 2014 we launched Campaigns such as Perversion (#biggerblackerbadder), Naked on the Run (#NakedontheRun), Get Electric, #UDSummerNights.

This content plays a key role in Urban Decay's "fully- loaded launch" strategy and helps to bring the product story to life

• *#UDSummerNights*
• Over 3.9M Twitter impressions of the hashtag #UDSummerNights
• Over 480 images instagrammed
• 11,211,799 overall impressions of the hashtag #UDSummerNights
• Key influencers included Whitney Port, Heart Dulce Candy & many other beauty bloggers

• *Get Electric Pinterest Contest*
• "Pin your way to Coachella"
• Over 1,030 entries

• *Perversion #BiggerBlackerBadder*
• 7,064,652 overall impressions of the hashtag #BiggerBlackerBadder
• Social reach of 2.1 million users across all networks
• Over 157 posts using #BiggerBlackerBadder across all networks

Media