THEIR STORY THEIR SOLUTION Out-of-the-box thinking The grand opening Created in 2010, Birchbox offers savvy To get the brand in front of potential unboxing to the product samples themselves, customers, the team created a series of five showing women applying lipgloss, highlighter consumers a personalised way to discover the captivating videos designed specifically for and eyeliner. The women featured are all best beauty products and brands. Delivering Instagram that targeted its key demographic. Birchbox staff members, a "real girl" strategy Each video began with the ritual unboxing, reflected in all of the brand's editorial and original editorial content and hassle-free highlighting a favourite part of the Birchbox social content. shopping through its e-commerce site, coupled experience. The video campaign generated a sizeable with the undeniable excitement of the monthly Featuring clean-cut creative in bright colours, 12-point lift in brand awareness and a the wordless videos were presented from a 26-point lift in advert recall versus the control unboxing, Birchbox makes modern beauty easy, "let me show you" point of view, mimicking group. efficient and fun. the visual style of popular beauty blog posts. Later videos in the series went beyond the THEIR GOAL "Instagram has been an incredibly effective engagement-driver among our current customers, so An audience makeover we wanted to leverage the platform in a creative way to reach new audiences as well. This video series was fun, friendly and cheerful – authentically showcasing what Birchbox is all about – and As one of the fastest-growing beauty retailers, we saw a significant lift in brand awareness as a result." Birchbox looked to Instagram to boost brand Rachel Jo Silver Director, Social Marketing & Content Strategy, Birchbox awareness and spread its story of discovery to a new audience. CROSS-BORDER BUSINESS HANDBOOK