Mally Beauty turned to Planit to bring the brand's philosophy and unique position to new audiences online and in-store—which revolved heavily around the personality and presence of Mally Roncal herself.
Through a combination of social media advertising, analysis of engagement rates, and an understanding of the best performing content, Planit was able to exponentially grow Mally Beauty’s social media channels.
Re-envisioned email marketing approach and design by tackling everything from ideal promotional calendars to modern responsive methodologies.
Designed and developed a clutter-breaking holiday microsite, featuring a digital snowflake generator which allowed Mally's diehard fans to share special messages (and discount codes) with loved ones.
Capitalizing on the momentum of the 2013 Holiday campaign, Planit increased paid search revenue by 68% and organic search revenue by 28% in Q1 of 2014. Overall site revenue was up 38% over Q4 of 2013 (which included Black Friday) and 12% over Q1 of 2013.
Brainstormed and executed a fully integrated campaign for Mally's nationwide launch in ULTA. Created and promoted Mally's ULTA Nation Sweepstakes, where users could take a selfie with a cardboard cut-out of Mally in their local ULTA store and upload to Facebook.
With Mally herself as the face of the brand, we needed to fully embrace the feel and tone of the brand—from gorgois to amazois—on social media, QVC, and everything in between!
The cosmetics industry is incredibly cluttered—especially during the holiday season. Each promotion required a strong, integrated campaign promoting the new offerings and sales to stand apart from the competition.
With Mally Beauty sold on MallyBeauty.com, QVC, and now through ULTA Beauty there is competition among channels. Planit has divide and conquer across channels in order to keep everyone happy and continuously interested in promoting the brand.
+ Increased followings
by 89% on Facebook, 77% on Twitter, 568% on Instagram, 542% on Pinterest, and 97% on YouTube
new email newsletter signups per week