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Younique By Sara: Content Strategy
PSU Center for Executives and Professionals
Spring 2016
By: Sara Kirkpatrick
Content
• Company Mission Statement
• Customer Personas
• Content Strategy Planning Template
• Company Workflow
• Personali...
Younique's mission is to uplift, empower, validate, and
ultimately build self-esteemin women around the world
through high...
Company Personas
The Makeupnista!
TheBoyfriend!
The Animal Activist!
TheHipster!
The Stay-At-Home-Mom!
The Top Three Perso...
Meet: Regina
Stage Awareness:
• Hot Eye Pigments to
Wear Spring 2016 (Blog)
• Glam Bam (Pinterest
Campaign)
Content Strate...
Meet: James
Content Strategy: Personas
James is a observant boyfriend who enjoys shopping for practical gifts that his gir...
Meet: Susie
Susie’s busy lifestyle leaves little to no time for makeup. She focuses on highlighting a natural look, while
...
Lifecycle/Buying
Stages
Stage 1: Awareness Stage 2: Consideration Stage 3: Decision
Customer Need(s)
• Enjoys make-up tips...
Sales
Marketer
Content Strategist
Copywriter
Graphic Designer
Plan: 30 Days of Content
Create: Videos, Blogs, Graphics,
Pi...
Additional Personalization Options:
Pairing Products: (Mascara Eyelash Curler Bundles), Creating Content: (Makeup based on...
MAYYOUR
FOUNDATION
MATCH YOUR
NECK, YOUR
CONCEALER NEVER
CREASE, AND YOUR
WINGED EYELINER
BE SHARP ENOUGH
TO KILL A MAN.
A...
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Younique Content Strategy

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A content strategy plan designed to reach 3 types of Younique cosmetic customer personas. This plan includes a content mapping template and personalization techniques.

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Younique Content Strategy

  1. 1. Younique By Sara: Content Strategy PSU Center for Executives and Professionals Spring 2016 By: Sara Kirkpatrick
  2. 2. Content • Company Mission Statement • Customer Personas • Content Strategy Planning Template • Company Workflow • Personalized Content • Conclusion
  3. 3. Younique's mission is to uplift, empower, validate, and ultimately build self-esteemin women around the world through high-quality products that encourageboth inner and outer beauty and spiritual enlightenment while also providing opportunities for personal growth and financial reward.
  4. 4. Company Personas The Makeupnista! TheBoyfriend! The Animal Activist! TheHipster! The Stay-At-Home-Mom! The Top Three Personas
  5. 5. Meet: Regina Stage Awareness: • Hot Eye Pigments to Wear Spring 2016 (Blog) • Glam Bam (Pinterest Campaign) Content Strategy: Personas Regina follows will never leave home without her favorite lipstick. Her makeup regiment includes a full-face coverage and her needs are based on having the right products and tutorials necessary to fulfill her adventurous and bold looks. Stage Consideration: • Q&A Sessions (Blog) • Before and After Graphics Stage Decision: • Peer Testimonials • Social Media Virtual Party Option The Makeupnista
  6. 6. Meet: James Content Strategy: Personas James is a observant boyfriend who enjoys shopping for practical gifts that his girlfriend will use and enjoy. He is extremely price-conscious and prefers shopping online. His needs are based on finding a perfect gift in his budget for his girlfriend, who is a frequent user of Younique cosmetics. Stage Awareness: • 10 Favorite Gifts under $50 (Blog) • How to shop cosmetics for your girlfriend (Infographic) Stage Consideration: • Promotional offers for online specials (website) • Q&A Pictorials Stage Decision: • Testimonials from other boyfriend shoppers (Blog) • Love it Guarantee Graphics Content Strategy: Personas The Boyfriend
  7. 7. Meet: Susie Susie’s busy lifestyle leaves little to no time for makeup. She focuses on highlighting a natural look, while maintaining her skin care routines: cleansing and moisturizing. Her makeup usage is limited to Sunday church services and special events. Her needs are based on having the option for a quick application, and products perfect for brightening up her tired eyes. Stage Awareness: • #HotMama (Instagram Campaign) • Best Makeup Practices to reduce dark circles (Video Tutorial) Stage Consideration: • Skin Care Essentials (Infographic) • The Five Minute Face for the Busy Mom (Blog) Stage Decision: • Shopping Links on Social Media • Promotional Materials Content Strategy: Personas The Stay-At-Home-Mom
  8. 8. Lifecycle/Buying Stages Stage 1: Awareness Stage 2: Consideration Stage 3: Decision Customer Need(s) • Enjoys make-up tips • Watching make-up tutorials • Loves to be trendy • Meet monthly makeup budget • Re-stock Personal Product • Request a price confirmation • Monthly promotions • Shipment Time Customers Mindset(s) /Emotions • Self-Conscious • Peer Referrals • Curious • Visualization • Excitement • Price-Conscious Touchpoints/Marketing Channels Pinterest, Magazines, Shopping Malls, Peer Referrals Facebook Groups, Website, Email, Peer Referrals Promotions, Facebook Groups, Frequency Buyer Programs, Peer Referrals Experience Principles(s)/ Brand Attributes Empowering Women Uplift Validate Content Type(s) • Tutorial Video Content • Pictorial Graphics • Facebook Group Posts • Customer Graphics • Video Content and Graphics • Promotions Content Topic(s) /Idea(s) • Pigments to Wear Spring 2016 • Glam Bam Pinterest Campaign • Q&A Sessions • Before and After Graphics • Product Testimonials • Bulk Order (free shipping) KPIs Increase the perception by 25% on social media Increase engagement by 10% on social media Increase sales by 15% using social media Regina follows a daily makeup regiment, which includes a full-face coverage and uses Pinterest as her main source for makeup inspiration. Marketing Goals: Spread awareness about Younqiue’s mission to validate, uplift, and empower women. Content Strategy Goals: Capture a wide audience who use cosmetics and skin care products to build self-esteem and feel beautiful both inside and out. Content Strategy: Planning Template
  9. 9. Sales Marketer Content Strategist Copywriter Graphic Designer Plan: 30 Days of Content Create: Videos, Blogs, Graphics, Pictorials Publish: Facebook, Blog, Pinterest, and in FB Groups Distribute: Post X2 Daily (depending on platform traffic) Analyze: Facebook Insights Meet: Sara (The Younique Presenter) Content Strategy: Company Workflow
  10. 10. Additional Personalization Options: Pairing Products: (Mascara Eyelash Curler Bundles), Creating Content: (Makeup based on Eye Shapes), Creating Content: (Eye Pigment based on Eye Colors) Personalized Content Content: Previous Orders Social Media Status Content Strategy: Opportunities for Personalization
  11. 11. MAYYOUR FOUNDATION MATCH YOUR NECK, YOUR CONCEALER NEVER CREASE, AND YOUR WINGED EYELINER BE SHARP ENOUGH TO KILL A MAN. AMEN.

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