Social Media Audit & Campaign Strategy

Topic: Marketing a new line of vegan skincare products kylie Skin.

Social Media Audit:

• Identify the target audience: The target audience for this new line of vegan skincare
products are people who are health-conscious, environmentally conscious, and
interested in using cruelty-free skincare products. This includes people who follow a
vegan lifestyle, those who want to reduce their carbon footprint, and those who care
about animal welfare.

targeted audience:

Health-conscious individuals

Environmentally conscious consumers

Cruelty-free advocates

Millennials and Gen Z

Skincare enthusiasts

Vegan and plant-based lifestyle followers

• Identify the current social media presence: Conduct a thorough search to identify all
social media accounts associated with the brand or product line. Analyze the following
metrics:
• Follower count: 5.7m on instagram
357k on facebook
• Engagement rate
0.7%
• Posting frequency: 1 post per day on both instagram and facebook
• Content quality and relevance: Their content highlighted visually captivating images and
videos demonstrating product application, skincare routines, and customer testimonials.
The brand seamlessly combined promotional posts with educational material, sharing
skincare tips and insights to keep it engaging and relevant for their primary audience of
young adults and beauty enthusiasts.

• Tone and messaging consistency: Kylie Skin communicates with a consistent and
relatable tone that aligns with Kylie Jenner's personal brand, emphasizing simplicity and
self-confidence. The messaging is approachable and authentic, promoting the idea that
skincare can be both easy and enjoyable for everyone. Through product promotions,
educational content, and user engagement, the brand consistently delivers a message of
 effortless beauty, empowerment, and self-care.

• Identify competitors: Identify direct and indirect competitors who offer similar products or
cater to the same target audience. Analyze their social media presence and
performance.

Fenty Beauty,Sephora Collection,MAC Cosmetics,Huda Beauty

• Analyze social media performance: Use social media analytics tools to analyze the
following metrics:
• Reach and impressions

FENTY BEAUTY: 13M

SEPHORA COLLECTION: 1.7M
MAC COSMETICS: 1.1M
HUDA BEAUTY: 54.4 MILLION

• Engagement rate

FENTY BEAUTY: 0.23%

SEPHORA COLLECTION: 0.05%
MAC COSMETICS: 0.02%
HUDA BEAUTY: 0.19%
• Click-through rate
• Conversion rate
• Brand sentiment

• Identify opportunities for improvement: Based on the audit, identify areas where the
brand's social media performance can be improved. This may include posting more
frequently, improving content quality, engaging with followers, or targeting a wider
audience.

Although Kylie Skin boasts a substantial social media following, there are several areas for
potential improvement. One key aspect is **enhancing interaction with followers**. Engaging
more directly with the audience by responding to questions and comments, participating in
discussions, and fostering conversations can help build a stronger sense of community and
connection. This approach would not only enhance customer loyalty but also reinforce the
brand's authenticity.

Additionally, broadening content diversity to include educational pieces on skincare trends, tips,
and ingredient benefits could add value for followers, positioning Kylie Skin as a trusted
resource for skincare knowledge.

Increasing posting frequency while maintaining high-quality content is another opportunity.

Posting more often—especially during peak engagement times—can boost brand recall among
followers. However, it’s crucial to ensure that an increase in frequency does not compromise the
quality of posts. Striking the right balance between quantity and quality will be essential for
sustaining and growing the audience.

Finally, incorporating a variety of content formats, such as video tutorials, customer testimonials,
and behind-the-scenes glimpses, can attract a broader audience. These formats offer fresh and
engaging perspectives, appealing to individuals interested in the multifaceted aspects of
skincare and beauty.

Campaign Strategy:

• Define campaign objectives: Define clear and measurable campaign objectives that align
with the brand's overall marketing goals. These may include increasing brand
awareness, driving sales, or promoting a specific product line.

Target a younger audience by broadening brand awareness and extending reach. Implement
promotions and offers designed to attract attention, boost sales, and highlight the launch of new
products. Providing discounts in exchange for user-generated content and hosting interactive
social media activities can foster greater customer engagement and build loyalty.

• Develop a content strategy: Develop a content strategy that aligns with the brand's
messaging and values. The content should be visually appealing, informative, and
engaging. It should also highlight the unique features and benefits of the vegan skincare
products.

Kylie Cosmetics' content strategy should be built on a comprehensive and dynamic approach.
This includes showcasing the brand's extensive product range through visually appealing
product demonstrations, makeup tutorials, and user-generated content to connect with its
passionate audience. Sharing educational content on skincare and beauty techniques can
strengthen the brand’s credibility and position it as an industry authority. Collaborations with
celebrities and influencers can further enhance visibility. Additionally, offering behind-the-scenes
insights into the brand's operations and core values can foster a deeper, more personal
connection with the audience. Maintaining consistency in messaging, visuals, and engagement
will be crucial for cultivating a strong and loyal online community.

• Choose the right social media platforms: Identify the social media platforms that are
most relevant to the brand's target audience. This may include Instagram, Facebook,
Twitter, or LinkedIn.

Instagram, Facebook, Twitter, or LinkedIn

• Develop a posting schedule: Develop a posting schedule that ensures consistent and
frequent posting on social media platforms. This will help increase brand visibility and
engagement.

While the ideal posting schedule may depend on the platform and the target audience's activity
patterns, a general approach could be as follows:
Daily Posts on Instagram and Facebook: Kylie Cosmetics should aim to post daily on visually
driven platforms like Instagram and Facebook. Sharing content at peak times, such as during
lunch hours or early evenings, can enhance visibility and engagement. Maintaining a consistent
posting schedule will ensure the brand remains prominent in followers’ feeds and fosters
ongoing engagement.

• Leverage influencer marketing: Identify influencers in the vegan and beauty industries
who have a large following and align with the brand's values. Collaborate with them to
promote the new line of vegan skincare products.
• Run targeted ads: Use social media advertising to target specific demographics,
interests, and behaviors. This will help increase brand awareness and drive sales.
• Monitor and adjust the campaign: Monitor the campaign's performance regularly and
make adjustments as needed. This may include tweaking the content strategy, targeting
different audiences, or adjusting the ad budget.