Queen Helene

Challenge: Queen Helene, an 80-year-old, value-priced beauty brand, was thought of as “my mom's brand.” While many women of all ages had tried Queen Helene at one time or another and found it effective, new competition in the industry was stealing attention and consumers. Our Client needed effective advertising to connect with a new generation of loyal consumers.

Solution: We designed a new website with ecommerce functionality. We ran banner ads to attract people to the new site. Then we developed an innovative social media sampling campaign to specifically reach people who were social media influencers and women who were unhappy with their current beauty care products. We encouraged trial and engaged women by delivering free Queen Helene samples to those who would use them and talk about them online.

Result: We increased the conversation online around Queen Helene brands, increased online sales and time spent on the site, delivered 120% of our coupon goal and increased the positive sentiment and buzz around the Queen Helene brand. During the life of the program we remained in the top two most discussed brands among our competitors. Our highly targeted campaign eliminated the waste often associated with large national sampling programs.