If you’re about to run a beauty campaign, then you’ll need to think about more than pretty branding. Today, the best beauty brand activations put content at the top of the priority list. Every element, from the set-up and styling to digital touchpoints, should create shareable moments that reach beyond the event itself.
Here’s a guide to making your interactive campaign a social media success story!
Your promotional campaign must reach as many people as possible, and influencers can make that happen. With a built-in following, they can expand your audience by millions at a time. Invite a select group to experience your brand activation before anyone else, and encourage them to post online.
Fenty, for example, gave influencers early access to film content, post in real time, and generate buzz for the hottest new products.
Pair this with press days to secure wider media coverage and make the most of your investment. It really is your beauty brand’s red-carpet moment!
A branded vehicle is the perfect canvas, but the real social media value lies in ‘how’ it’s used for engagement. 3D props, sampling stations, and backdrops can go a long way, and you can turn every part of your promotional vehicle into a unique talking point.
Ask yourself, ‘Would someone want to spend time here and share their experience?’ If the answer is yes, then your interactive campaign is on the right track.
Popular ideas include:
Want to see how it can all come together? QV Skincare ran an Airstream roadshow with 3D props for fun selfies, an educational back wall, a product testing walkthrough, and ended the experience with free samples.
Why not use tech to connect with your audience in a meaningful way? Young audiences love digital elements, and they can help drive sign-ups for long-term results.
QR codes can lead to vouchers that are redeemable in stores, while touchscreens can be used for quizzes and product tutorials. You can also run prize draws, where scanning a code enters the user into an instant-win competition.
The beauty brand Charlotte Tilbury embraced interactivity with their ‘Love Universe’ campaign. Guests could win random prizes through a love heart light-up game, take selfies at a polaroid machine, and even write messages for display on a digital billboard.
Even if it’s just for a weekend, your beauty campaign will live on in pictures and video reels. And as much as we love user-generated posts, it’s worth hiring a professional to ensure you get the very best content.
They’ll have skills beyond the average guest – proficient in angles, lighting, and resolution. An expert will also know what works for different media and social channels. For example, website content might not work as well on TikTok or Instagram. Consider:
At Promohire, we frequently capture content for the UK’s top beauty brands. See our content capture guide to learn more.
Want your campaign to be remembered long into the future? The more creative you are, the more memorable it’ll be – especially if it’s valuable to the customer.
Being different can take many forms, but it should always be consistent with your beauty brand. Liberty is a great example; they had us build a Piaggio Ape and Citroen H-Van in the form of their Advent Calendar product box, with room inside for storage.
Then there’s Panasonic, who made their Airstream into a pop-up hair salon where people could enjoy a premium styling treatment in time for Valentine’s Day.
A great live campaign isn’t just about showing up – it’s about planning every element to create those special moments. From the branded vehicle to the influencers and digital touchpoints, every piece plays a role in making your activation a social media event.
To make it easier, we’ve outlined how to plan your beauty campaign in 8 simple steps. These steps will help ensure your next brand activation is effective, shareable, and the best chance to make content your followers will love.