Advertising & Persuasive Techniques

ADVERTISING/PR --

I choose to research a cosmetics line called "The Crayon Case", the cosmetic line targets amateur makeup artists and make up contours. The company was established by CEO Supa in 2017 after she established a large social media following resulting in entrepreneurship opportunities such as The Crayon Case. The crayon Case has a website of its own and within it links to their YouTube account. Instagram, Facebook and Twitter. The Crayon Case started as a small business and its success in huge part by it's founder and CEO Raynell "Supa" Stewart. The Crayon Case uses each social media platform effectively but differently as well. In Facebook you see customers interacting with one another and speaking about the products as well as sharing the results of the make up pallets and what they were able to create with it. The same is applied to Twitter but you also see a little more advertising and marketing as well as small make up tutorials. I think my favorite advertising platform for this brand is Instagram because it is also heavily linked to the CEO's Instagram page which gives the product an emotional and personal attachment. After reviewing the CEO's Instagram page I could see why she had a large following, she is personable, funny and someone you'd like to call a friend. She post funny stories as well as stories of encouragement for young women as well as life advise. Going through her social page is inspiring and makes you not only believe in her product but also want to support it and her. The only platform I would encourage to be improved would be the YouTube account because I thought it looked a bit disorganized and was mostly sort of personal content of the CEO, which is fun to watch but for the purpose of marketing and the product it should be modified to include more of it. In regards to adds, I have only seen Ms. Stewart promote local business and giving back to her community. I think this is also in part why she is such an appealing and inspiring figure to follow. I definitely feel like she is effective in promoting her product and reaching her target audience. A good example of this her posting some messages on she had received from her employees hours needing to be cut because of low sales. She expressed to her followers how taking care of her employees was one of her top priorities and with this launched a promotional sale of 40% off customers total through her website. After the 2 hour sale she later posted her sales results which ended up making her south of $200, 000 in 2 hours and was more than enough to keep her employees working through out the month. Ms. Steward continues in being effective in her marketing strategies by appealing to her product user on a personal level by continuing to keep them updated on her business, personal life and also being present in theirs by answering questions, providing advice and sharing a recipe or two from time to time.

PERSUASIVE TECHNIQUES --

One of the ads that has always stood out to me has been the truth ads exposing how bad smoking is and how the tabacco companies still market these even though they cause cancer. The target audience are young adults because this is the age demographic that is the most vulnerable in being exposed to smoking tabacco. The campaigns techniques from mosh mobs, major demonstrations in front of tabacco headquarters or to personal stories, they all work because they present logic and facts and the variation to deliver the message makes people pay attention.

https://youtu.be/Y_56BQmY_e8