More than a year ago, my colleague and I sat in on a webinar hosted by Jay Baer, world-renowned social media and marketing expert, best-selling author and sought-after keynote speaker. The topic of the discussion was Youtility Marketing, the innovative yet simple concept of creating truly, inherently useful content.
We knew it was a brilliant tactic, so simple… we just had to figure out what it looked like in the beauty world or more specifically for Benefit Cosmetics. For months and months we rolled ideas around. We used the word Youtility way too often and even built the concept into our annual digital objectives. I’m not sure our General Manager knew what we were talking about and quite frankly I’m not really sure that we knew what we had signed up for but we had to deliver…we kept at it and then… BOOM!
It came to us…it was gonna be a hack…a beauty hack…but an unexpected, fun, new style beauty hack that was cute and goofy and had all the necessary elements of our brand DNA. It was everything that good social content should be…fun, snack size and shareable!
Introducing, one of our little babies #BeneBeautyBits.
It was an entire marketing team effort; together we created the concept, the logo, shot, edited and produced a series of 6 – 15 second #BeneBeautyBits videos to be aired weekly on the @BenefitCanada Instagram feed.
The Bits videos have quickly become fan-favourites (achieving the highest engagement stats) and now we are in the midst of filming the “Holiday Edition” to air starting the week of December 1st.
If you want to learn why “Smart Marketing is about Help not Hype” you can buy Jay Baer’s book Youtility here.