What marketing leaders can learn from a $2 billion celebrity beauty brand

While most of us aren't selling lipstick, we can all learn something from Selena Gomez’s brand Rare Beauty - and its phenomenal growth without traditional advertising: community engagement trumps paid media.

The brand is valued at a cool $2 billion and, sure, it’s owned by a Hollywood celeb which doesn’t hurt the bottom line, but the marketing focus has been on consistent, two-way communication with their audience before spending a cent on major advertising.

Content Quicklesson: Building genuine relationships with your stakeholders through regular, meaningful engagement is more powerful than shouting at them through broadcast-style communications. For you that might mean creating ongoing dialogue with community groups, hosting regular stakeholder forums, or developing content that directly addresses your audience’s needs rather than just pushing out information and hoping for the best.

Content Quickquote: "True loyalty comes from experiences where people feel valued beyond the transaction," said CMO Katie Welch at SXSW.

Quickaction:

1. Map out your current stakeholder touchpoints and identify where you could add more two-way dialogue. Could your monthly newsletter include a feedback section? Could your next campaign start with a stakeholder listening session? Pick one touchpoint to transform from broadcast to conversation this month.

2. Start a 'Community Pulse Check' practice - dedicate 30 minutes each week to actually reading (not just monitoring) social media comments, feedback forms, or customer service enquiries. You’ll probably notice common themes or questions that could inform your next content piece.

3. Plan one "beyond the transaction" experience for your audience this quarter. This could be as simple as a stakeholder coffee morning, a virtual Q&A session, or an expert panel discussion that adds value beyond your core service offering.

Quick extra tip: Create a simple feedback loop by sharing what you've learned from community engagement back with your audience - "You told us X, so we're doing Y." This shows you're not just listening, but acting on what you hear.

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