Kate Upton, the bubbly and bodacious 22-year-old supermodel who rose to fame for her 2012 Sports Illustrated Swimsuit Edition cover and dougie-ing exploits, has made history again as the ambassador of the beauty industry's first #InstaChat campain.
Upton, the face of Bobbi Brown Cosmetics (she replaced Katie Holmes back in March), participated in the "chat" on November 8 along with cosmetic artist Bobbi Brown. Fans submitted questions about topics ranging from beauty and style to self-confidence and Upton recorded video responses to selected questions. Videos on Instagram are 15 seconds long. You can check out all of Upton's videos for Bobbi Brown here.
CEW reported that Upton, who has more than 1.6 million followers on Instagram, contributed to an increase of 10,000 followers over a 3 day period and the combined posts from Upton and Brown herself during the chat exceeded 30,000 likes.
The associated lift at retail remains to be seen, but one can only imagine the possibilities that such interaction on Instagram can offer brands in the future.
Kate, a social media darling with more than 1.6
million Instagram followers, starts off each video with the name
of the fan who submitted the question she answered.
“Within hours of announcing the InstaChat the week of Nov 3rd, the combined posts from @BobbiBrown and @KateUpton exceeded 30,000 likes and hundreds of questions for Kate, said Kelly McDonnell, Director of Global, Social and Digital Marketing.
“It’s been quite interesting. We set the tone of the questions with confidence and beauty being the main topics since that is what Kate is about for us. And, we really wanted her to call out the fan in the video to make that connection with the audience.”
Videos on Instagram are 15 seconds long. - See more at: http://www.cew.org/eweb/dynamicpage.aspx?webcode=cbifullstory&r01key=8106ebf2-4166-4917-9a04-84466a2ef0b0&Site=CEW#sthash.pghNnHiR.dpuf
“Within hours of announcing the InstaChat the week of Nov 3rd, the combined posts from @BobbiBrown and @KateUpton exceeded 30,000 likes and hundreds of questions for Kate, said Kelly McDonnell, Director of Global, Social and Digital Marketing.
“It’s been quite interesting. We set the tone of the questions with confidence and beauty being the main topics since that is what Kate is about for us. And, we really wanted her to call out the fan in the video to make that connection with the audience.”
Videos on Instagram are 15 seconds long. - See more at: http://www.cew.org/eweb/dynamicpage.aspx?webcode=cbifullstory&r01key=8106ebf2-4166-4917-9a04-84466a2ef0b0&Site=CEW#sthash.pghNnHiR.dpuf
Kate Upton Appears in Beauty’s First InstaChat Campaign for Bobbi Brown Cosmetics
Bobbi Brown Cosmetics raised the bar in the
social media landscape this week by taking to Instagram to host the
beauty industry’s
first ever InstaChat. In a series of videos, Bobbi Brown celebrity
spokesperson
and supermodel Kate Upton answered questions submitted by fans on topics
including what's on her beauty wish list (a red lip), what's her go-to
daytime lip color (coral) and what's important about confidence (not
comparing yourself to others.) The videos are posted in a series on http://instagram.com/BobbiBrown.
Kate, a social media darling with more than 1.6 million Instagram followers, starts off each video with the name of the fan who submitted the question she answered.
“Within hours of announcing the InstaChat the week of Nov 3rd, the combined posts from @BobbiBrown and @KateUpton exceeded 30,000 likes and hundreds of questions for Kate, said Kelly McDonnell, Director of Global, Social and Digital Marketing.
“It’s been quite interesting. We set the tone of the questions with confidence and beauty being the main topics since that is what Kate is about for us. And, we really wanted her to call out the fan in the video to make that connection with the audience.”
Videos on Instagram are 15 seconds long.
Since the InstaChat three days ago, Bobbi Brown's Cosmetics Instagram followers grew by 10,000 to 297,050. "It’s the most organic platform and is where the younger audience is. We are really active there and wanted an event that was special and personalized,” said Kelly, adding, “The difference here is we can create real content around the videos in a series of posts than we can on Twitter with 140 characters. There’ll be a lot more meat to the answers. And, Kate has got a fantastic presence in video so we wanted to show off that personality.”
- See more at:
http://www.cew.org/eweb/dynamicpage.aspx?webcode=cbifullstory&r01key=8106ebf2-4166-4917-9a04-84466a2ef0b0&Site=CEW#sthash.pghNnHiR.dpufKate, a social media darling with more than 1.6 million Instagram followers, starts off each video with the name of the fan who submitted the question she answered.
“Within hours of announcing the InstaChat the week of Nov 3rd, the combined posts from @BobbiBrown and @KateUpton exceeded 30,000 likes and hundreds of questions for Kate, said Kelly McDonnell, Director of Global, Social and Digital Marketing.
“It’s been quite interesting. We set the tone of the questions with confidence and beauty being the main topics since that is what Kate is about for us. And, we really wanted her to call out the fan in the video to make that connection with the audience.”
Videos on Instagram are 15 seconds long.
Since the InstaChat three days ago, Bobbi Brown's Cosmetics Instagram followers grew by 10,000 to 297,050. "It’s the most organic platform and is where the younger audience is. We are really active there and wanted an event that was special and personalized,” said Kelly, adding, “The difference here is we can create real content around the videos in a series of posts than we can on Twitter with 140 characters. There’ll be a lot more meat to the answers. And, Kate has got a fantastic presence in video so we wanted to show off that personality.”
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