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Introduction
- Plum wanted to build brand RTBs and position the brand as nature-based clean beauty solutions for women.
- The brand took an insight-based community marketing approach to connect with the community and drive conversations around the benefits of nature-based products. They engaged with 3.9 million members in 78 communities around Beauty, Women & lifestyle.
- The brand achieved 3K+ brand mentions, 12K+ UGCs, 89K+ category conversations, and 95% positive sentiment.
About Plum
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’.
Plum’s Objectives
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.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
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.
Campaign Structure
2. Analysing consumer insights from real conversations
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:
- Green Tea & Aloe vera were the most talked about ingredients in skin care.
- Identified acne was the fastest-rising issue in Skincare.
- Vitamin C fortification was the rising trend in conversations.
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
3. Community Marketing campaign idea
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.
Solution types
Static Posts
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GIF Posts
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Carousel Images
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Videos of usage
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Survey
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Contest
The Big Beautiful Highlights
- The Campaign succeeded in increasing skin care category conversations from 45K to 89K, an increase of almost 2X.
- As Brand mentions & UGCs poured in, we saw that 20% of Brand mentions were linked to active recommendation, up from 4% pre-campaign and 9.8% in Phase-1. This meant that we were able to establish strong bottom funnel decision making by the final legs of the campaign.
- Purchase intent of members rose throughout the phases, with a total of 4231 mentions linked to purchase (1/3rd of total comments received). We received a lot of brand love throughout with a sustained positive sentiment greater than 95% throughout, whereas it was only 56% pre-campaign.
- The results of the campaign were evident even post campaign, as the brand’s share of voice sustained at 28% even with no campaign intervention.
- We backed up our findings with a Brand Track survey in both exposed & unexposed communities and the results from 1200+ respondents️ were superb.
- We established that 73.5% of women from exposed communities had used Plum compared to only 43% in unexposed communities. Further, Plum had a 32.5% preference as the No.1 Brand in exposed communities, effectively becoming the most preferred Skin care brand in target communities, vs a 19% preference in unexposed groups.
- This helped to effectively establish the case for meaningful word-of-mouth campaigns driving long-term sustained preference for a brand.
Top Performing Communities 🥇
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Real People Real Conversations 💬
Community members shared their positive reviews on Plum Green Tea Range and Vitamic C serum after trying it out.
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Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.
More Case Studies
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100,000+
Communities
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700M+
Members
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75
Countries
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