Maybelline cosmetics: identifying Facebook strategies which drive advocacy

Maybelline cosmetics: identifying Facebook strategies which drive advocacy

Maybelline's Facebook posts are effective at getting fans to leave recommendations on their page.

In the past few weeks, we have seen how brands are introducing advocacy into their online communities, by sharing recommendations from other sources, such as professional reviews and consumer comments. This can help turn fans into advocates, who can contribute to spreading the message.

Brands can also encourage advocacy in communities with posts asking fans to confirm their love for a particular product. We compared the Facebook communities of several beauty brands including Maybelline, MAC Cosmetics, L’Oréal, Rimmel and Benefit Cosmetics and found that Maybelline have a higher proportion of comments expressing advocacy compared to other brands. This is driven by posts asking fans to confirm their love and allegiance to specific Maybelline products. These posts encourage them to say a particular product is "the best" and that they "highly recommend" it to others.
 
Maybelline fan comments contain a quarter more advocacy than other brands:
Note: The chart data includes responses to community manager posts between 15th January and 15th March and excludes standalone fan comments
 
Maybelline's higher levels of advocacy come from posts asking fans to confirm their love for a product:
 
The most successful post in driving advocacy gets fans to confirm their addiction to Maybelline mascara:
 

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