Dolly Wink logo (Source: Dolly Wink Facebook)
Marketing Campaign

Stirring up the norms of eye makeup trends, Dolly Wink refreshed its branding identity in 2021 and introduced a new product series - Easy Lash. 

The campaign utilised digital elements to drive in-store traffic and boost sales. Overall, the campaign was designed based on the marketing funnel - Awareness, Consideration, Conversion, and the Sustenance phase. 
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Hop over to the sections:
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‌‌Campaign Overview, Objectives, and Goals
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‌‌Target Audience
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‌‌Campaign Evaluation
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‌‌Key Takeaways
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*Note: Confidential information such as budget, sales, and revenue are omitted. 
Target Audience
Based on the product benefits, a potential Easy Lash user would be Gen Z university students who are seeking fuss-free and affordable makeup products. The target audience are at forefront of beauty trends and they are more receptive to experimenting new makeup products or switching up their beauty regime. 
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To effectively reach and engage the target audience, the campaign focuses on TikTok and Instagram. Based on the needs and pain points, the core message is identified and keywords such as "fluttery",  'lightweight", and "reusable" was applied across the Dolly Wink social media, KOL messages, and the POSM materials.
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Campaign Evaluation


Awareness

Dolly Wink explored various content formats, including Instagram reels with ASMR and leveraging photography props to highlight the unique selling point (USP) of Easy Lash. For instance, a 360-degree video was used to showcase the sharpness of My Best Liner eyeliner and utilise wind movement to illustrate lightweight and fluttery lashes.
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The ASMR content resonated well with the target audience, achieving more than 1200 organic reach and there was a spike in traffic. Moreover, the engagement rate improved with new and returning users spending longer time on Dolly Wink content.

Consideration

The two KOLs represent the Dolly Wink Easy Lash users at different stages: 

Rachell represents new Easy Lash users and demonstrates how she integrates the lash routine for a natural daily look. The IG reel featured a holiday theme that clearly defined the USPs of Easy lash and help audiences perceive how the lash looks like when applied. High-quality content was also observed with professional setup and editing.
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Boonki represents the loyal Easy lash fan, an experienced falsies user and she is heavily invested in beauty content creation. The content created emphasized the differences between existing and new lash series. Boonki's content drew greater credibility as she is a longtime Easy Lash user and demonstrated a distinct eye look for different occasions (work, party, and leisure).

Consideration

The seeding process began with Micro KOLs featuring Dolly Wink products to remind the target audience of Easy Lash and My Best Liners. With Dolly Wink appearing on more influencers’ social accounts, fans began to feature their Dolly Wink collections via stories. Therefore, Dolly Wink reached out to existing users (non-KOLs) for the seeding and trial of the new product series. This encouraged more fans to feature products and interact with the Dolly Wink account.

The main focus of micro KOLs was promoting the newly launched AR Filter with the call-to-action (CTA) emphasising 'saving' the filter and exclusive deals at the store event. It was observed that embedding the == IGS link sticker was more effective than filter-enabled IGS posts.  Over two weeks, the engagement rate doubled with more users enquiring about product usage and availability.

Consideration

The seeding process began with Micro KOLs featuring Dolly Wink products to remind the target audience of Easy Lash and My Best Liners. With Dolly Wink appearing on more influencers’ social accounts, fans began to feature their Dolly Wink collections via stories. Therefore, Dolly Wink reached out to existing users (non-KOLs) for the seeding and trial of the new product series. This encouraged more fans to feature products and interact with the Dolly Wink account.

The main focus of micro KOLs was promoting the newly launched AR Filter with the call-to-action (CTA) emphasising 'saving' the filter and exclusive deals at the store event. It was observed that embedding the == IGS link sticker was more effective than filter-enabled IGS posts.  Over two weeks, the engagement rate doubled with more users enquiring about product usage and availability.

Conversion

The hotspot was designed with a cake and ice cream concept to associate Easy Lash with delightful daily highlights. By appealing to younger audience, Dolly Wink steered away from the impression that falsies are meant for experienced makeup users. 
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In addition, the hotspot boosted the sales of Easy Lash with a total of xx% overall brand increase in May, as compared to 2021 revenue. Unfortunately, it fell short of the campaign goal to increase sales of Easy Lash by xx%, which could be attributed to the out-of-stock (OOS) situation. 


Key Takeaways

Appropriate Choice of Influencers
  1. KOLs posting drove traffic to the Dolly Wink Instagram with increased followers, engagement, and brand-user interactions.
  2. Four key influencers were identified as potential brand ambassadors for future launches.
  3. To consider engaging macro influencers such as @mirchelley for future promotion. Michelle demonstrated the efficacy of Easy Lash and explained to followers about product usage/misconceptions of falsies.
  4. Several influencers remarked steep learning curve for Easy Lash and failed to apply the product.
Better understanding of TA
  1. The half-lash concept did not resonate with the target audience. 
  2. They understood the USP, and their purchase motivation is driven by: 
    1. Value-for-money (Reusability)
    2. Ease of application (Convenience)
    3. Ease of cleaning and storing (Durability of lashes)
  3. To explore A/B testing to better understand target audience's preferences.
  4. TA relied on social media content to apply, clean, and store products
Improved Easy Lash Sales Performance
  1. The positive sales performance can be attributed to the Watsons Bugis hotspot and social media activities.
  2. Virtual try-on captured high traffic from the in-store QR code.
  3. Customers remarked that Gift with Purchase (GWP) was unattractive but continued to purchase to pursue the Easy Lash trend.
  4. To explore makeup workshop with retail opportunities for Dolly Wink fans. ​