Dior Brand
Fan Gifting
The beauty sector had changed & Dior was at risk of being left behind. With D2C beauty giants stealing market share, Dior needed to evolve to speak to a new wave of beauty enthusiasts that looked to social media for product inspiration.
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Key Objectives
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The most successful beauty brands are powered by communities - the consumers advocating for your product every single day. The issue? Dior did not have one - their strategy was skewed towards top-tier celebrity talent.
This inspired our creation of Dior Beauty Lovers - a global gifting programme that unearthed 1000s of Dior’s most avid fans & provided them with access to all of their favourite products.
Key Objectives
Engagements
Engagement Rate
pieces of branded content created and activated across multiple platforms.
Global Community Reach
Using our in-house technology, we identified Dior’s fans with 1-10k followers & invited them to share content across Instagram, TikTok & Youtube. The outcome? A diverse community of Dior Beauty Lovers that reclaimed the brand's share of voice by producing an endless stream of UGC, advocacy & engagement.
Targeting Consumer Territories
The Dior Beauty Lover Community spanned 26 countries - from Europe & Northern America to Asia and the Middle East.
Our global capabilities & expertise ensured Dior could reach consumers in high-demand and opportunity-rich territories - all from one centralised programme.
Further Impact
Alongside our gifting programme, we launched the @diorbeautylovers IG channel.
The channel became the beating heart of Dior's community, heroing brand fan content each day.
Paid media efforts were geared towards brand fan content on the channel.