1. Benefit earns title of #1 selling mascara in the UK, and launches sleek and
sophisticated digital presence with the Wildfire Social Marketing Suite.
At A Glance
Company: Benefit Cosmetics
Goal: Use social marketing to
generate buzz to market upcoming
products and heighten publicity
around events in order to boost
sales and product launches.
Solution: Used the Social
Marketing Suite to create eight
unique campaigns that raised
anticipation about the brand’s new
line of mascara and create a forum
for fan engagement.
Results: The company’s new line
of mascara, promoted solely
through social channels, became
the UK’s #1 selling mascara and
Benefit increased fan engagement
Goal Benefit also ran a co-branded essay
by 500% during the 6 months of
Benefit Cosmetics does not participate competition with Diet Coke titled, “Win a
the campaign.
in traditional advertising; instead Benefit ‘Get Glam’ Experience!” which provided
uses digital channels as a way to reach its the winners with an opportunity to win a
audience and cultivate a forum. The brand trip to an exclusive London event where
approached Wildfire because it needed 30 lucky winners received complimentary
a social marketing solution to generate Benefit makeovers.
word-of-mouth buzz to market products
and heighten publicity around high profile Results
events. Benefit wanted creative campaigns Using the Wildfire Social Marketing Suite,
with little lead time or programming Benefit was able to effectively build eight
Wildfire provided Benefit with required, which Wildfire could provide. custom campaigns in a minimal amount
tailored support and expertise of time. Through consistent messaging via
Solution the Suite, the brand captured the title of
which allowed Benefit to execute
Benefit used the Wildfire Social Marketing UK’s #1 selling mascara. In six months, the
completely integrated marketing Suite to raise awareness and anticipation company’s efforts resulted in over 90,000
campaigns, and generate and about its newest line of mascara. Wildfire’s “Likes” and the number of engaged users
engage 90,000 new fans. extensive templates suited the look and feel increased by 500%. The Wildfire platform’s
of the Benefit brand, allowing for creativity flexibility provided Benefit with ways to
— asmine Zhang,
J and efficiency. The company consistently capture its audience’s attention while
Digital Manager of updated its tabs, often highlighting its new still employing an authentic, lighthearted
Benefit Cosmetics,
UK Ireland products or capitalizing on specific holidays Benefit tone.
to maintain engagement using calls-to-
action and exclusive prizes. Benefit created Company
a forum for fan engagement through Benefit Cosmetics is a iconic cosmetics
campaigns such as the successful “Men of manufacturer founded and headquartered
Movember” Facebook photo contest, which in San Francisco, California. Founded by
allowed for an easily customizable gallery twins Jean and Jane Ford in 1976, the
Looking for a powerful, easy-to-use and poll on its page. Another campaign company is known for its funky stores and
social marketing platform to grow, highlighted a Facebook milestone: “We’ve packaging. This free-spirited and all new
engage and monetize your audience? reached 100,000 fans! We’re giving away approach to beauty is now being sold at over
Call us at 1-888-274-0929 x2 1,000 Limited-Edition Benefit T-shirts!” 2,000 counters in 35 countries worldwide.
1600 Seaport Blvd., Suite 500, Redwood City, CA 94063 | 888.274.0929 | www.wildfireapp.com | facebook.com/wildfireinteractive | info@wildfire.com 07/12