Diagnose
Audience
An American multinational cosmetics company with a diverse portfolio of 25+ beauty brands.
What are they key makeup communities that people form online? How can we tap into these communities and activate engagement with our brands?
We identified 10 online makeup communities in the United States and studied these communities through analyzing 10,000 public TikTok and Instagram posts and 6 billion searches, overall capturing an audience of over 98 million makeup users online. Using our AI tools, we brought to life the communication styles, passion points outside of beauty, and key makeup looks sought out by each community - sharing key strategies on effectively engaging with these communities. We also extracted top makeup brands and subcategories favored by each community through a comprehensive lookup that captures brand mentions in image and textual content, allowing the client to see how their portfolio of brands stack up in each community. Pairing these insights with the relative size and growth rates of each community, we shared crucial insights on which brands should go after which communities, as well as 5000 hashtags and 2000 search queries relevant to each community, for direct activation. The work is being used by the client to activate these communities.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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