Beauty Works is an award-winning UK luxury hair extension brand for stylists, celebrities and women around the world. Their mission is to help women worldwide look beautiful so, listening and understanding their customers needs and wants is at the forefront of their realm.
The brand was looking to build a stronger community of fans to both enhance the relationship with regular customers and reach a wider prospects’ audience. Other than that, Beauty Works wanted to improve e-commerce conversions by helping consumers and distributors become inspired with the ways real consumers are styling different hair extensions.
To attract their target audience to visit their website and social networks more regularly, Beauty Works launched a competition requesting entrants to submit their hair extension styling photos for a chance to win £200 worth of Beauty Works products. The campaign was promoted via a dedicated email, their newsletter, website, social networks, top beauty bloggers network, on-site at partner hairdressers and in-magazine advertising over a period of 2 months. By partnering with Olapic, Beauty Works could collect the best photography from the campaign and distribute it directly on their website and social channels, ensuring continuous campaign engagement as entrants were seeing their photography being shared by the brand.
37growth in Instagram following
" Showcasing authentic consumer-generated content on our website and social accounts is an attractive feature that keeps bringing visitors back. Customers and industry members feel inspired by the photography we share and Olapic helped us make this possible. Really pleased with our first results and excited about our future plans to drive more innovative ways in which we can leverage Olapic for continuous fan engagement "
Managing Director Beauty Works
The campaign delivered very successful results for Beauty Works in terms of conversion rate and website traffic increase, as well as social following. In only 5 months, since Beauty Works implemented Olapic technology on their website, and until one month after the end of the campaign, Beauty Works increased its Instagram following by 37%, and experienced a conversion rate increase 1.5 times higher for those customers who interacted with user generated content on the website. During the campaign, Beauty Works succeeded to obtain vast awareness to their new web feature showcasing real customer photos, which kept getting traction after the competition had finished. Consumers were aware they could make a more informed decision on their preferred products by looking through the consumer photography associated to each product page as well as gaining inspiration through Beauty Works consumer gallery every time they were looking for styling ideas.