Beginning with a call to action shared across Shiseido’s social channels, audiences shared an "unfiltered photo" of themselves, and to tag friends and family to do the same. #BeautyTag executed across Shiseido’s two core social channels, Facebook and Instagram, with:

Owned – Shiseido’s Instagram and Facebook, collecting UGC on Shiseido’s #BeautyTag hub

Earned – shareable movement and CTA with a sticky message to pass-it-on and challenge friends

Paid – microtargeted social investments on Facebook, matched with digital influencer investments

Partnerships – a Klout partnership to leverage trusted, high quality beauty tastemakers to share our message and speak on the brand’s behalf

RESULTS

#BeautyTag was a social success and exceeded both social KPIs (specifically, in fan acquisition & brand awareness). It additionally for the first time offered Shiseido insight into how its fans share, and how it can leverage influence and sampling tools like Klout and Chirpify to distribute a high-end product to the right audiences.

New fans earned: 8,513

Total impressions: 80MM

Earned Impressions: 14 MM

Klout Impressions: 28.3 MM

Chirpify Impressions: 33.5 MM

Earned social content created: 7,574 pieces