Benefit Cosmetics rolls out Instagram campaign

Benefit Cosmetics are rolling out a trial campaign today on Instagram.

The announcement:

Benefit Cosmetics are set to be the first beauty brand in Australia to introduce advertising on Instagram, with the rollout of the first trial campaign scheduled to commence from 8th December 2014.

The cheeky beauty brand is always one step ahead and seeks to be consistently disruptive – in the nicest way possible of course! Rather than being followers, Benefit has created their own beauty niche without the use of traditional advertising. And with great success. Benefit boasts the most distinct brand voice in the market, relating to their customers like no other via social and digital media.

Along with a select group of Instagram savvy brands, Benefit Cosmetics will be one of the first in Australia to introduce paid post advertising. Instagram have selected Australia as only the 3rd market in the world to trial this bold new move along with the US and UK. Instagram have worked closely with selected brands to ensure that they continue to relate to their audience in the unique Instagram style.

Instagram is the perfect social media match for Benefit. The inspirational experience that makes Instagram different from other social media platforms is ideal for Benefit’s colourful, witty and pretty products. With their trademark humour and lighthearted take on the serious business of beauty, Benefit has mastered the art of inspiring and delighting their followers.

The move to paid Instagram advertising is an opportunity for beauty devotees to be captivated by Benefit’s inspiration, tips and tricks direct through their feeds. With an endless array of cult status products and cute, quirky quotes, Benefit will create beautiful images and witty one liners, a welcome addition in any beauty connoisseur’s feed.

Following a dynamic mix of brands, celebrities, photographers and their friends, Benefit knows that social media users carefully curate their accounts to suit their individual tastes. Strict Instagram advertising rules mean that paid posts will blend seamlessly into feeds for an authentic Instagram experience. Natural, inspiring and laugh out loud funny, Benefit will deliver a creative dose of beauty and humour to makeup lovers across Australia.

Benefit has always embraced the new, the different and the exciting and is proud to be pioneering innovative ways to connect to their customers. With roots in San Francisco right next door to Silicon Valley and the likes of FaceBook, Apple and Google, it really is fitting that Benefit are ahead of the beauty game when it comes to all things digital and social!

Source: Sweaty Betty PR media release


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