G2 Group 4 Browhaus

Girl talk:

giphy (1).gif

Our group will be devising a social media strategy for ~BROWHAUS~

What is Browhaus?

First things first, let us give you a crash course on the company. Browhaus is a one-stop eyebrow and eyelash grooming salon chain, specialises in brow grooming services, beauty treatments and also sells their own range of beauty product such as lash-care and brow-care products. It’s basically a place for girls to come and get their Cara Delevingne eyebrows.

cara 2.gif

Browhaus is currently active on Twitter (388 followers), Facebook (11,368 likes) and Instagram (3.6K followers), and their Browhaus website is updated regularly. These figures aren’t too high if you compare them to their competitors, which is why we thought something must be done to up their social media game.

In order to find out WHO the customers are and WHAT they thought of the company, we conducted a series of surveys, interviews, and field studies. And this is what we found:

infographics.001.jpg

Who are we targeting?

Young women aged 18-35 make up the bulk of the customers and so our strategies will be tailored towards this group.

Who are our competitors?

  1. Low cost competitors (eg: Millys and Rupinis):

These are more small scaled businesses that provide similar service at a fraction of the price. However, since these stores have limited resources to provide comprehensive training, the beauticians are less skilful as compared to the employees at Browhaus.

  1. High cost competitors (eg: Benefit and Shu Uemura):

These competitors have a much higher brand recognition than Browhaus and offer brow and lash services at similar costs. Their global recognition goes way beyond that of Browhaus due to their extensive makeup range on top of the brow and lash services.

So, What’s the problem?

While we were browsing through the posts by Browhaus, we were really bored by their content. Firstly, they lacked user engagement – hardly featuring any followers on their page or replying to comments. They also lacked relevance to their brand, services and products, but instead random beauty and fashion related posts that might interest some girls.

How now brow cow?

Our proposed strategies will solve these problems by:

 

Objective 1: To increase Browhaus’ social media presence by improving relevancy of content

Objective 2: To increase engagement and interaction with consumer base on Social Media

What do we propose?

After getting a deeper analysis of Browhaus, here’s our 3-part master plan:

1. #WhoAmEye

 

Objectives:

  1. Differentiate from low-cost alternatives by emphasising on staff expertise and qualifications
  2. To establish emotional connection with customers

Deployment:

Phase 1: Giving consumers a deeper insight to our staff qualifications and product certifications were essential to justify the inflated prices of Browhaus services. Our campaign #WhoAmEye will do just that. With #WhoAmEye, photos and stories revealing each of our Browhaus beauticians’ training and skill development experiences will be posted on our social media platforms.

Screen Shot 2016-11-14 at 2.02.54 am.png

Phase 2: Then it’s time to take it to the streets! A Q&A video endorsing Browhaus expertise will be phase 2 of the campaign. Target consumers will be interviewed to get a deeper insights on common beauty FAQs and Beauticians who were featured in phase 1 will reply these questions through a video compilation. Treat it as a FAQ page, but in a video format with real life people and their real world problems. #reality.

Screen Shot 2016-11-14 at 2.05.35 am.png

KPI:

  • Track the number of impressions through social media sites

2. Browhaus Community

Objectives:

  1. Stand out against other high-end competitors by creating customer loyalty in the form of a Browhaus Community
  2. Strong brand recognition through social media platforms

Deployment:

The Loyalty Card: In order to reward loyal customers and retain them, Browhaus could create a community loyalty card. Through this loyalty card, customers will be rewarded after a certain number of visits. The more they visit Browhaus for their services, the larger the rewards they will receive.

loyalty card.jpg

Upon issuance of the loyalty card at the outlets, customers will be invited to join a private “Browhaus Community” Facebook group. The members only Facebook group will disseminate first hand information on deals and exclusive promotions and invitations.

Community.png

Promotion via Social Media: Apart from spreading the news of the Browhaus community through its own social media platforms and in stores, there is a need to engage on influential sources in the field of beauty to tap on their followers such as female lifestyle magazines like Nylon and CLEO. By leveraging on their readership that is strongly aligned with Browhaus’ own target segment, Browhaus can reach out to a larger consumer base and excite new customers to join the Browhaus community.

nylonsg mockup.png

KPI:

  • Number of loyalty cards given out
  • Track engagement rate

3. Brow-Hows

Objectives:

  1. Increase the awareness of currently unpopular Browhaus products
  2. Increase shareability and generate conversations revolving around Browhaus products

Deployment:

“Brow-Hows” Tutorial Videos – Not much explanation needed. They are essentially short snippets (no longer than 1 minute long) of a demonstration of Browhaus’ beauty products which will be posted on Facebook and Instagram, educating the users about brow know-hows through brow-hows 😉

tumblr_n2e6gsQxur1tq01hgo2_250.gif

Phase 1 – Product Giveaway

YAY free stuff! Knowing Singaporeans and their love for anything FOC (free of charge), we figured a product giveaway featured in the tutorial video would garner much attention and wanted to leverage on this to spread the awareness. This low effort strategy simply includes following the Browhaus Instagram page, liking the post and tagging two friends. Easy Peasy.

Phase 2 – #Browsonfleek Competition

Now is when things start to get serious. The #Browsonfleek competition is an addition extension of the strategy where followers let their inner beauty guru shine and take a photo or film a short video/Boomerang of their final look using the products. After uploading them onto Facebook or Instagram with the hashtag #browsonfleek, participants will stand a chance to win a related product or service. YAY to more free stuff!

tumblr_nn8aklLsYN1qj4315o1_500.gif

KPI:

  • Media coverage analysis (eg: number of likes, shares and views of the content posted)
  • Comparison of the sales from these products before and after strategy implementation

Conclusion

With the proposed strategies, we believe that Browhaus can experience a significant improvement in the social media content that they post on the various platforms and reach out effectively to their target segment, and keep every girls’ brows on fleek.

With that, here’s wishing everybody

giphy (2).gif

Cheers!

 

– Group 4 // Rui Chen, Shamini, Su’an, Xinmin 

 

G2 (Group4) – Browhaus

Image result for browhaus logoHi all!

Our team has decided to work on Browhaus Singapore for our social media analysis project.

Company Background:

Browhaus is a one-stop eyebrow and eyelash grooming salon chain. Since its first store opening in Singapore in 2004 by the Spa Esprit Group, it has now expanded its presence to over 40 outlets in 10 cities worldwide. The salon specialises in brow grooming services, beauty treatments and also develops and sells their own range of beauty products.

Target Audience:

Being the first concept store in Singapore to specialize in Brow and Lash grooming, Browhaus advocates fast, easy and convenient services for its consumers, hence targeting the image conscious urbanites. Moreover, it inculcates an all inclusive culture, reaching out to both genders.

Competitors:

Browhaus faces stiff direct competition from beauty brands Benefit and Shu Uemura. Even though they are largely cosmetics brands, they provide services such as Brow Waxing and 3D Brow Styling and have stronger social media reach as compared to Browhaus. We have identified Benefit and Shu Uemura as our direct competitors as they focus heavily on brow and eye makeup and like Browhaus, they have similar pricing strategies for their brow shaping services.

In addition, there are also numerous low cost alternatives such as Rupini’s and Milly’s that provide similar services at a fraction of the price. Although they provide less specialised services, these small-scaled salons would still pose a significant threat to Browhaus as they capture the market share of price sensitive consumers.

Rationale/Motivations:

We chose Browhaus as our project topic because for an international beauty brand, their brand social media reach is unsatisfactory and below Singapore industry standards. When compared to its competitors, we found that Browhaus’ social media platforms (mainly, Instagram and Facebook) lack engagement and reach. Moreover, its content lack consistency, relevance and fails to generate consumer interest.

In addition, Browhaus’ target audience are in line with avid users of social media. Hence, incorporating social media strategies is an effective way to fully tap into this emerging trend and maximizing engagement and reach.

Evaluation of current marketing strategies

Browhaus is currently active on the following social media platforms – Twitter (598 Followers), Facebook (11K Likers) and Instagram (3.6K followers), and has an website that is updated regularly. However, it still has a relatively small following on its social media networks, indicating a potential area for improvement through the implementation of new social media engagement activities.

Relevance of Posts

Screen Shot 2016-09-23 at 9.23.08 pm.pngScreen Shot 2016-09-23 at 9.23.30 pm.png

Companies will usually dedicate posts to major current affairs matters and Joseph School winning an Olympic gold medal was definitely a highlight. In congratulating him for the win, we can see the different approaches that Benefit and Browhaus took.

Encouraging Interaction

screen-shot-2016-09-23-at-9-25-11-pm

Instead of providing information, it is important to encourage interaction from the audience and acknowledge their contributions, which is something that Benefit placed a lot of emphasis on – “Tag us at #benefitsg to get featured”. Browhaus only features influencers, which may discourage a bulk of their consumers from posting about their products

Project Goals:

The purpose of this research is to firstly understand the social media behaviours of Browhaus’ Singapore consumers and to study the variety of platforms Browhaus is currently engaged in.

Following which, we aim to devise a comprehensive multi-pronged social media strategy to increase the organic reach and engagement of the brand among our target audience by;

  • Communicating the value of Browhaus and its competitive advantage
  • Increasing emotional connection between Browhaus and its target group thereby strengthening its relationship between potential and existing customers

Research:

To achieve the above goals, we aim to tackle the following research questions;

  1. How can Browhaus leverage on social media to effectively communicate its competitive advantage and differentiate itself from its competitors?  
  2. What strategies can Browhaus adopt to create lasting impressions among target segment and achieve a “Browhaus community”?

Methodology:

We will gather information by the following methods:

Firstly, we will gather primary data by conducting observational field studies through surveys within close proximity to the stores to understand the consumer demographics. Furthermore, online surveys to uncover their perceptions of Browhaus, their consumption patterns, as well as their social media habits and behaviors,  will be created and sent to the target audience. In addition, we will conduct focus group sessions session to gain a deeper and more comprehensive understanding of consumers’ sentiments.

Collecting such data will affirm the brand’s target audience demographics, understand their social media habits, and hence allow us to effectively reach them through our strategies.

Next, we will conduct secondary research through social media data analytics on Browhaus’ and their competitors’ social media strategies (their use of influencers, campaigns etc.). Finally, we will analyse research articles and look at past examples of relevant real-life campaigns to create attractive social media strategies for the brand.

Conclusion:

In conclusion, we hope that through these recommended strategies, Browhaus would be able to achieve a prominent brand recognition and value in the social media sphere.

By: Guo Su’an, Li Ruichen, Lok Xin Min and Shamini Selvaraju