{"id":4343,"date":"2014-06-16T19:59:55","date_gmt":"2014-06-16T19:59:55","guid":{"rendered":"http:\/\/thepowertoprovoke.com\/the-blog\/?p=4343"},"modified":"2014-06-16T19:59:55","modified_gmt":"2014-06-16T19:59:55","slug":"reddit-case-study-benefit-cosmetics","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2014\/06\/reddit-case-study-benefit-cosmetics\/","title":{"rendered":"Reddit Case Study: Benefit Cosmetics"},"content":{"rendered":"

This reddit case study focuses on a simple and well-received user-generated content thread by Benefit Cosmetics<\/a>.<\/p>\n

 <\/p>\n

In early June 2014, Benefit Cosmetics ran a simple ad<\/a> encouraging users to \u201cShow us your best winged liner looks!\u201d for the chance to win some new Benefit Cosmetics mascara products.<\/p>\n

\"Screen<\/a><\/p>\n

 <\/p>\n

The ad was served to beauty subreddits like MakeupAddiction<\/a> and Beauty<\/a>, within which posting selfies of makeup efforts is already a common user activity. Thus, this ad from Benefit wisely didn\u2019t require the audience to learn a new activity within that context, which would have been a hurdle for user engagement.<\/p>\n

\"Screen<\/a><\/p>\n

 <\/p>\n

Within two weeks the ad had generated over 70 comments, made up of a mixture of winged liner look submissions and (overwhelmingly positive) comments and reactions from other users.<\/p>\n

\"Screen<\/a><\/p>\n

\"Screen<\/a><\/p>\n

\"Screen<\/a><\/p>\n

 <\/p>\n

This Benefit Cosmetics ad demonstrated ideals of user-generated content campaigns<\/a> in that it<\/p>\n

    \n
  1. encouraged an act of content creation that the community already found valuable (as evidenced by the many selfie makeup posts within BeautyAddiction),<\/li>\n
  2. produced content that the community found valuable (as evidenced by the overwhelmingly positive reception of audience submissions), and<\/li>\n
  3. was clearly brand-relevant.<\/li>\n<\/ol>\n

     <\/p>\n

    Related Posts:<\/em><\/p>\n