Plum is a new line of 100% vegan beauty products that’s all about ‘being good - to your skin, to your senses, to others and the environment. Plum believes people look the prettiest in the skin they were born. Plum products are formulated with love to protect, repair, nourish - and delight, using some of the richest natural nutrient sources, in sync with ‘good science’.
The Brand wanted to connect with its audience and understand their skin issues. They wanted to associate their brand with a narrative of nature-based ‘clean beauty’ solutions, ‘no harsh chemicals and ‘safest for skin’.
“Plum wanted to build brand RTBs and position the brand as nature-based clean beauty solutions for women.”
The brand used community marketing solutions to connect with women from different age groups, understand their skin issues, and drive conversations around the benefits of using nature-based skincare products. They engaged with 3.9 million members in 78 communities around Beauty, Women & lifestyle.
Before driving the campaign, we analysed existing conversations in communities to understand the discussion, pain points, and ideas members had regarding skin care and observed:
Based on the conversational analysis, we focused to create conversations around the benefits of green tea, aloe vera & Vitamin E in tackling a host of Skin Care problems like acne, dry & dull skin etc. Further, we planned to hsowcase the efficacy of the Plum range with usage-based - before and after photos
We devised the campaign in 4 phases that was run across 4 months, with each phase talking about a skin care concern and highlighting the benefits of either Green Tea, Aloe Vera, or Vitamin C, and asking members to share their thoughts around the particular concern and the associated Plum Product. We also conducted a Survey across both exposed & unexposed groups to validate campaign performance.
The campaigns were led by community admins. They shared their personal skin concerns and how Plum products helped tackle the concerns. They shared their stories with photographs and further encouraged members to share try Plum products and share their experiences with images.
As members started participating with their own stories via User Generated Content (UGCs), we added to the excitement by weaving in contest themes around the most compelling stories.
With every phase, we strengthened the association of benefits with the brand, while continuously educating members of the benefits of nature-derived products to further build trust around the brand.
While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.
Videos of usage
Community members shared their positive reviews on Plum Green Tea Range and Vitamic C serum after trying it out.
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