Case Study: How Aveda Avoided a Social Promotion Backlash
Using Facebook to drive trial and ‘likes’
Aveda manufactures and markets plant-based hair care, skin care, makeup and lifestyle products, and runs professional hair salons and spas as well as retail stores. The brand’s Smooth Infusion Sampling App ran on Facebook from December 17 through 22, 2010. The brand has conducted many sampling programs before, but this one marked its first foray into sampling through Facebook.
Aveda had three objectives in implementing its Smooth Infusion Sampling App on Facebook:
- Drive trial of its Smooth Infusion products, specifically its Smooth Infusion Style Prep Smoother for hair.
- Increase the number of “likes” to Aveda’s Facebook page.
- Drive new users throughout the year to purchase the Smooth Infusion line. Aveda undertook a major advertising and promotional push in stores and salons to support the line twice during the year-long focus.