How LGBTQ+-owned skincare company Beekman 1802 uses Google ads to promote its products

Beekman 1802, an LGBTQ+-owned skincare company that offers goat milk skincare products, uses social media influencers and Google ads on YouTube to promote the products.

The brand, founded in 2009, does so to reduce the cost of acquiring new customers by focusing on its online sales. The company is challenged to maintain and grow these sales as competitors seek to do the same to maintain the momentum they have established during the pandemic.

Beekman 1802 reviews its annual budget quarterly, said company co-founder Josh Kilmer-Purcellwould. “Early in the year, we noticed that we had budgeted a bit more for the top of the funnel, but by the end of the first quarter, we realized that it wasn’t working as well as we had hoped” , said Kilmer-Purcellwould, adding that these results indicated that the company should move from pre-recorded videos to live educational video streams.

In an effort to increase performance marketing efforts as well as build brand awareness, the brand shifted its focus from TV retail like QVC and HSN to growing its e-commerce channel. The company has always kept tabs on its performance: During the pandemic, the company has relied on TikTok to better understand how consumers interact with self-care content, which has informed campaigns.

Kilmer-Purcellwould continued, “One of our main goals is to connect directly with customers how and where they want, so online video has been a big opportunity which is a priority.”

Apart from digital video spots on YouTube, the brand also occasionally makes live videos, both for shopping and for educational purposes, to reach more people. These segments featured the founders and their products to showcase the company’s products. According to Kilmer-Purcellwould, 80% of all video content they create is done in-house with their own team.

“What I love about Beekman 1802’s video strategy is that the founders themselves take an active role in content production. Their marketing approach makes the consumer feel like they know co-founders Josh and Brent – ​​like they’re two best friends sharing their personal skincare tips with another friend during happy hour,” said Paige Raiczyk, social media strategist at Full Service. , boutique creative agency, Berlin Cameron.

It is unclear how much of its advertising budget is allocated to advertising initiatives, as Kilmer-Purcell would not share details of the overall budget. According to Kantar, the company has spent nearly $85,000 so far for 2022 on marketing efforts. Kilmer-Purcellwould noted that the spending was on influencer marketing and digital social media ads, with most spending going to TikTok. Since last year, Beekman 1802 has seen 700% revenue growth in every campaign since 2021, such as the recent launch of their face analysis tool. However, Kilmer-Purcellwould declined to share details about the campaign that caused the growth spurt.

As for the company’s influencer marketing work, it features beauty influencers, most recently Kat Steckler, a macro influencer, and dermatologists like Dr. Derm to convey the brand’s ethos as a brand of welfare.

“We all weigh our influencers on their own cuteness,” Kilmer-Purcellwould said of how they select their influencers. Rather than trying to find the best influencers in a particular community, the brand works with the communities that follow them and reads their comments and those posted by other community members, encouraging everyone to be kind to each other. others. “Influencer marketing is rocket fuel in its own right for DTC brands, and it’s a great example of how a company’s core values ​​can be brought to life through their community to drive growth. “said Anand Kishore, Founder and CEO of Aspire – an influencer marketing platform for over 800 Shopify merchants and e-commerce brands.

This approach is not limited to Beekman 1802. A number of brands have also recently taken advantage of influencer marketing to increase brand awareness while increasing sales of their products, such as More shiny, Morphand NYX.

“…Current generation influencers are some of the most outspoken and progressive voices on their platforms,” ​​said Brady Donnelly, Global Chief Marketing Officer of the integrated, tech-enabled, omnichannel global distribution platform, for Groupe PCA beauty and well-being brands. “Hyper-focused on inclusion and acceptance, they align with the values ​​of many of the brands they represent so they can nudge their followers and fans to trust those brands on a more emotional level, based on value, which lasts longer. ”

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