Social Media Listening

Instagram:

  • Followers: 13.1 Million

  • most popular social media

  • most engagement

  • influencers and or products posts that include Rihanna perform the best

Twitter:

  • Followers: 789.5k

  • post around 3-4 times a week

  • posts including influencers do well, especially ones with Rihanna

TikTok:

  • Followers: 2.1 million

  • likes: 41.3 million

  • posts around 8 times a week and sometimes multiple times a day

  • posts about Rihanna, influencers, and products perform well

Fenty Beauty Social Media Campaign

Introduction/Overview

This project covering Fenty Beauty by Rihanna uses various digital marketing methods including social media listening, SWOT analysis, persona & target audience to research and then create a social media campaign for Fenty Beauty.

Researched and analyzed three of Fenty Beauty’s social media platforms to identify mentions, keywords, and social media activity. The posts that include Rihanna get very high engagement getting 40,000+ likes and well into the high 100k’s. Fenty Beauty’s posts also get around 200 comments on each posts. Fenty’s TikTok posts get thousands of views but the posts with Rihanna get tens of thousands and even millions of views.

Competitors

Glossier

Glossier is very active on social media especially on Instagram where they post everyday. Glossier is also very active on TikTok. Glossier has 2.7M followers on Instagram and 538.6k on TikTok. They have fairly good reviews but did have some allegations retarding racial discrimination and inhumane work conditions. This was a bad look for Glossier and early in 2022, Glossier laid off nearly a third of its employees.

Sephora

Sephora is a very large health brand not only selling makeup products but also skin care, hair care, and fragrance products. Sephora is very active on Instagram, boasting 21.4M followers. Sephora also posts on TikTok daily and has 1.7M followers

There are two main competitors to Fenty Beauty. These two main competitors are Glossier and Sephora. I researched the competitor’s social media platforms to identify trends, understand audience preferences, and spot opportunities where Fenty Beauty could improve.

SWOT Analysis

Strengths

  • High likes and comments

  • Posts daily includes brand updates

  • Use of influencers

  • Diversity

  • Effecting marketing strategies

After researching Fenty, conducted a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats of the brand

Weaknesses

  • Limited products range; select range compared to other brands

  • Limited distribution; available at select retailers

Opportunities

  • Collaborations

  • Expansion into new markets; currently L’Oreal is the top international makeup brand

Threats

  • Established brands and new market entrants

  • Recession or economic downturn; decrease in luxury expenditures

  • consumer preferences based on fast moving trends

Social Media Campaign

Sun-Kissed Essentials

Influencer Costs

Alix Earle

  • Beauty/fashion/makeup influencer

  • Charges between $30k-70k per TikTok post

After gathering information using SWOT analysis, researching competitors, and using social media listening, I created a detailed mock social media campaign.

Sun-Kissed Essentials is a mock social media campaign aimed to created brand awareness, promote user generated content (UGC), and increase revenue. The campaign is focused on inclusivity, diversity, utilizing influencers, and create and trendy looks. Fenty Beauty will launch the campaign with a bag of products to Fenty customers for them to use and join a contest with. Influencers like Nikkie de Jager and Alix Earle will be used to help promote the campaign. Participants will use the products will post on Instagram using #SunKissedEssentials. Winners will be chosen based on how creative and “sun-kissed” vibe that the post gives off. Top ten winners will get free product bags and top winner will get a date with Rihanna.

Nikkie de Jager

  • Beauty influencer

  • Charges between $48k-50k per Instagram post

Target Audience

Identified Fenty Beauty’s target audience and then create a persona based on that information to further understand the audience.

  • Women who value inclusivity and diversity

  • Looking for high quality products

  • Active on social media

  • Skincare & cosmetic users

  • Follow/engage with Fenty Beauty

  • 18-25 years old

Persona

Harper Demi

  • 22 years old, aspiring makeup artist

  • Follows Fenty Beauty for inspriation

  • Posts daily makeup looks to her Instagram

  • Follows influencers such as Alix Earle

  • Uses Instagram, Facebook, and Snapchat

  • Looking for high quality summer products that last