Integrated campaigns that eschew TV in favour of digital channels, such as social media and online, are becoming a staple for challenger brands, such as Nails inc, looking to bolster brand awareness.
Indeed, the beauty brand’s 11,693 Likes on Facebook suggest that the decision is paying off. Once the novelty around the never-ending Handshake premise goes, however, creative will need to move away from competitions and nail art tips to focus on forging meaningful relationships with consumers, to make sure Nails Inc is front of mind.
Social agency MCBX has executed a 360 degree media strategy for Nails Inc, including in print, which suggests this will happen, especially with the agency actively encouraging both user-generated content and regular interactions on brand’s Facebook page.
At the moment, however, the campaign feels far too similar to other integrated campaigns out there. Beauty products have always had an inherent social quality to them, whether its asking friends for recommendations or shopping for products en masse, Nails Inc and by extension MCBX need to tap into this to capitalise on demand, which has tripled its profits for the year to June 30, according to the brand’s unaudited results.
It will be interesting to see how the brand’s ’Magnetic Effect’ campaign site coexists with the Facebook fan page or whether it chooses to use the social network as the online hub for all future campaigns.
Check out some of the awareness campaigns on Pitch where social media has been used to drive demand for brands
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