Putting customer advocacy at the heart of the brand

Transforming how a leading L’Oréal brand approaches content, marketing and advocacy

“Discovering this new way to connect with our community has brought a sense of authenticity to the brand. Bulbshare has transformed the way we hear the nail market, gives us insights into trends and a projection to the future of beauty.”

Annabel Smith, Product Brand Manager, L’Oréal UK & Ireland

2,000 strong community of targeted makeup artists, customers and micro-influencers.

1000+ pieces of community generated content and product reviews.

Community content reach of millions across social media.

Overview

Part of the L’Oréal group, essie is the go-to nail brand for salon professionals, beauty junkies, industry insiders, celebrities and fashion icons around the world. America's nail salon expert, essie aims to inspire a love for the manicure experience with a wit and style that touches people everywhere.

Industry

Beauty

Bulbshare community

Use case

Content, reviews and customer advocacy

www.essie.co.uk

Aim

Build a 2,000 strong community of obsessies (essie superfans) to become advocates for the brand, sharing ideas, content, reviews and recommendations.

Strategy

Build essie its own fully branded app, replicating the full functionality of Bulbshare, and onboard 5,000 of their customers into a content and brand advocacy community - made up of pro nail artists, nail influencers and nail polish superfans. Our community is sharing insight on a daily basis that is being used to inform marketing strategy, authentic user-generated-content which is already being seeded across social media, and marketing collateral and product reviews that are being syndicated online with a potential reach of millions.