Promoting Inclusive Beauty Products with Gloria (@golloria)

1. Executive Summary: This marketing strategy focuses on leveraging influencer Gloria
   (@golloria) to promote inclusive beauty products. With over 4 million followers across various
   digital platforms, Gloria’s strong influence and authentic voice make her the ideal candidate to
   increase brand awareness for beauty products that cater to a wide range of skin tones. The
   campaign, titled “30 For 30,” will feature thirty brands over thirty days, emphasizing inclusivity
   and diversity in the beauty industry.
2. Situation Analysis: The beauty industry is increasingly focusing on inclusivity, yet many
   brands still fail to cater to diverse skin tones. Gloria has established herself as an advocate for
   inclusive beauty, attracting a loyal audience of young women, particularly Black women, who
   are passionate about supporting brands that prioritize diversity. Her substantial following and
   high engagement rate present a significant opportunity to promote inclusive beauty products.
   ● Strengths: Gloria’s large, highly engaged following and her credibility as a voice for
   inclusive beauty provide a strong foundation for this campaign. Her content is relatable,
   authentic, and resonates deeply with her audience.
   ● Weaknesses: The challenge lies in the competition within the beauty industry, as many
   brands are already prioritizing inclusivity. It is essential to stand out by focusing on
   unique product benefits.
   ● Opportunities: The beauty industry continues to grow, with a shift toward diversity and
   inclusion. This campaign will tap into that growth by aligning with brands that reflect
   these values.
   ● Threats: The campaign must differentiate itself from other influencer-driven marketing
   efforts to avoid market saturation.
3. Objectives
   ● Primary Objective: Increase brand awareness for inclusive beauty products, with a
   specific focus on brands that cater to all skin tones.
   ● Secondary Objective: Drive conversions by encouraging Gloria’s followers to purchase
   the featured products, leveraging her influence to boost sales.
   ● Tertiary Objective: Enhance engagement and brand loyalty among her audience by
   building a sense of community around the shared values of inclusivity and diversity.
4. Target Audience: The target audience for this campaign consists primarily of:
   ● Demographics: Women aged 21-40, primarily Black women, who are passionate about
   diversity and inclusivity in beauty products.
   ● Psychographics: This audience values authenticity, inclusivity, and quality in the
   products they purchase. They are engaged on social media and are highly responsive to
   influencer marketing, particularly from figures they trust and relate to.
   ● Behavior: They actively seek out beauty brands that reflect their own values and
   appreciate content that showcases products in real-life, relatable contexts.
5. Marketing Strategy
   ● Theme/Message: The campaign will be built around the theme “30 For 30,” highlighting
   thirty different inclusive beauty brands over the course of thirty days. Each day, Gloria
   will feature a new product, showcasing its inclusivity and how it fits into her daily routine.
   ● Content Types: The campaign will include a mix of:
   ○ Videos: Gloria will create engaging video content where she demonstrates the
   use of each product in her lifestyle, highlighting its benefits for diverse skin tones.
   ○ Photos: Static images featuring Gloria with the products, paired with links to
   purchase. These posts will encourage immediate action from her audience.
   ○ Stories: Short-form content on Instagram and Facebook stories to provide quick
   insights and behind-the-scenes looks at her product experiences.

Social Media Platforms:
○ Instagram: Daily posts, stories, and reels showcasing products.
○ TikTok: Short, engaging videos to reach a broader audience.
○ YouTube Shorts: Quick product reviews for an extended reach.
○ Facebook: Sharing testimonials, product highlights, and more detailed posts.

6. Content Plan
   ● Pre-launch Phase (1 Week Before):
   ○ Teasers across all platforms to build anticipation for the campaign.
   ○ Influencer shout-outs and sneak peeks of the upcoming brands.
   ● Launch Period (30 Days):
   ○ Gloria will feature one beauty brand per day, creating a balanced mix of photo
   and video content for each platform.
   ○ Key promotional periods will align with significant product launches or brand
   milestones.
   ○ Gloria will also share weekly round-ups of all featured products, creating a sense
   of continuity and reminding her audience of the campaign.
7. Post-launch (45 Days After Campaign Ends):
   • Monitor and evaluate the success of the campaign by tracking conversion rates, engagement levels, and audience sentiment.
   • ○ Share follow-up content highlighting audience feedback and success stories from the campaign.

7. Budget and Resources: The total budget for this campaign will include the cost of influencer
   compensation, content production (including photography and video), and the promotion of
   posts across platforms. A portion of the budget will also be allocated to tracking tools to
   measure campaign success.
8. Metrics for Success: The success of this campaign will be measured by the following
   metrics:

● Engagement Rates: Likes, shares, comments, and overall interaction with content
across platforms.
● Reach and Impressions: The total number of people who see the campaign content,
including organic reach and paid promotions.
● Conversion Rates: Click-through rates on purchase links and the number of actual
sales generated by the campaign.
● Audience Feedback and Sentiment: Analysis of comments, direct messages, and
overall audience sentiment, focusing on how well the message of inclusivity resonates.

9. Timeline
   ● Pre-launch: 1 week of teaser content.
   ● Launch: 30-day promotional period, featuring one product per day.
   ● Post-launch: 45-day tracking and post-campaign evaluation period.
10. Conclusion
    By partnering with Gloria, we have the opportunity to reach a highly engaged and loyal audience
    passionate about inclusivity in beauty. Through strategic content planning, a clear message of
    diversity, and a focused use of social media platforms, this campaign will not only increase
    brand awareness but also drive sales and foster a sense of community among Gloria’s
    followers. By monitoring engagement and conversion rates, we will ensure the campaign’s
    success and its alignment with the values of both the influencer and the brands she represents.

May 1, 2025	Gloria Teases Special Announcement	All Social Media Platforms at 12:00pm
May 2-25, 2025	Brands Send Inventory for Content
May 2-25. 2025	Gloria Records Content
May 26-28, 2025	Team Schedules Posts via SproutSocial for the Month of June	All Social Media Platforms
June 1, 2025	30 For 30 Campaign Launches	All Social Media Platforms at 12:00pm
June 1-30, 2025	Campaign Runs	All Social Media Platforms
July 7, 2025	Brands Send in Data from Sales
July 7, 2025	Baseline Data Trends are Analyzed
August 15, 2025	Sales Metrics Analyzed and Presented
August 15, 2025	Engagement Metrics Analyzed and Presented