Case Study

Costas Papaellinas Organization, Celebrity figures at Beautyline

Costas Papaellinas Organization boosts sales of Nicki Minaj, Justin Bieber and Kate Perry fragrances with ‘Celebrity figures at Beautyline Cyprus’ promotion.

Costas Papaellinas Organization in association with Beautyline Limassol and GT Digital launched a GT Photo Kiosk promotion for the month of October 2013 ‘Celebrity Figures at Beautyline’. The aim of the promotion was to enhance awareness of specific fragrances particularly those by famous singers/artists such as Nicki Minaj, Justin Beiber & Kate Perry and boost their corresponding sales.

Idea & Implementation

GT Digital developed a kiosk application with facebook integration for the promotion of fragrances by Nicki Minaj, Justin Bieber and Kate Perry. A GT Photo Kiosk was installed at Beautyline store in Limassol. Shoppers were invited to get capture their photo with a real life size silhouette of Nicki Minaj or Justin Bieber or Kate Perry and get the chance to win perfumes or branded accessories of the singers.

GT Photo Kiosks were connected with Beautyline’s facebook page. Participants needed to like the Beautyline’s Facebook page and then smile in front of the embedded camera to capture their photos next to the silhouettes. The application also allowed the acquisition of participants’ basic profile (name, email, town etc). Participants had the choice to post their snapshot on their timeline and uploaded on Beautyline’s Facebook page at the same time.

Objectives

The campaign aimed at promoting perfumes by Nicki Minaj, Justin Bieber and Kate Perry and to creating a valuable database of customers loyal to the brands.

Results

The promotion enhanced brand visibility and exposure and led to an increase in engagement and in facebook ‘likes’ ultimately leading to an increase in sales. Beautyline was also able to sign up new customers for each of the 3 fragrance brands hence expanding its valuable database for use in future promotional activities.

Celebrity figures at Beautyline
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