Customer content on Facebook drives 1,000% higher click-through rate for "Buy Now" button

Benefit Cosmetics has long understood their customers’ natural desire to share cosmetics advice and product recommendations with each other. The beauty brand aimed to further engage this natural conversation on Facebook. They partnered with Bazaarvoice to capture these conversations and create a loyalty loop that keeps customers returning to Benefit Cosmetics.

Facebook brand site uses product catalog to engage with customers

Bazaarvoice helped Benefit Cosmetics bring their product catalog to Facebook. Now fans can review products, ask and answer product questions, and share this content with their friends and fellow fans on Facebook or the brand site. As customer content is collected from either environment, the Bazaarvoice Platform simultaneously publishes it on Facebook and the Benefit Cosmetics brand site, which creates a consistent customer brand experience.

Customer content drives a 1,000% higher click-through

Benefit Cosmetics fans browsing product-related customer content on Facebook can click the “Buy Now” button for any product, which takes them directly to the brand’s website where they can purchase the item. Benefit sees a 1,000% higher click-through rate for the “Buy Now” button on Facebook than their average online advertisement.

Rewarding brand advocates increases community participation

Benefit Cosmetics considers customer recommendations their most valuable form of communication, bringing them the best sales results. To increase community participation, the brand recognizes their advocates through Facebook, using a leaderboard to identify and reward their most active fans. They have collected over 5,000 customer opinions through Facebook and the brand site to date. Approximately 5.8% of reviewers share their content with their friends — roughly four times higher than the industry benchmark.

Partnering with Bazaarvoice has enabled Benefit Cosmetics to channel their advocates to increase brand awareness in an authentic, social manner.

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