OPI Products Inc. has put social media at the heart of its communications strategy, and Suzi Weiss-Fischmann, executive vice president and cofounder of the nail lacquer company that was acquired by Coty Inc. in 2010, thinks all consumer goods companies have to do the same if they hope to survive.
“Clearly, customers expect more from brands today,” she declared. “They expect brands to understand, engage with them, listen to their needs, have a dialogue and create products that fit real needs.”
OPI has a presence on 11 social media platforms that cumulative reach roughly 1.7 million well-connected consumers. OPI has nearly 1.3 million fans on Facebook and more than 100,000 Twitter and 23,000 Pinterest followers. OPI has attracted around 33,000 followers on Instagram, its fastest-growing social network, in just three months.
“Our customers are on the move using smartphones, tablets, desktops, laptops. Our aim is to always offer something new, exciting and fresh everywhere our customers go,” said Weiss-Fischmann. “The most successful social media campaign surrounds customers with online experiences that allow them to select how they interact with your brands.”
In an example of OPI’s 360-degree digital approach, Weiss-Fischmann outlined the brand’s social media efforts for its Minnie Mouse collection. In July 2012, OPI launched a nail design contest on Facebook with a post that was seen 300,000 times and garnered more than 10,000 likes and almost 1,500 shares. That was followed by a contest called Memories With Minnie that generated in excess of 2,000 entries. In addition, OPI put a link to a vintage Minnie YouTube video on Facebook, and that video received some 48,000 views.
This year, OPI extended its Minnie social media campaign to raise awareness of its Couture de Minnie collection by providing daily Facebook content, including nail looks, giveaways and videos. The brand has also partnered with a blogger to supply nail design content. On a weekly basis, OPI shows Minnie emerging from her digital dressing room with a new outfit and invites its fans to participate in a contest by submitting nail designs that go with the outfits. On its Web site, OPI has a nail design gallery with looks, while on YouTube there are tutorials to demonstrate how customers can achieve the looks, and on Pinterest there are images to provide inspiration to them.
“All of this activity will culminate in a real face-to-face event that brings bloggers, winners and me together for a newsworthy party to generate video and photo ops for — what else? — more incredible digital content,” said Weiss-Fischmann.
OPI has learned many lessons from its participation in social media. Weiss-Fischmann noted that customers tend to reject overly promotional messages, and OPI sticks to the rule of thumb that no more than 20 percent of its social media content should be promotional. She emphasized as well that brands should invest in professional-quality videos, should seek a level of transparency in the digital arena that aligns with their brand values and voice, and should respond to negative comments that pop up on social media.
“Always say thank you, even for negative comments. Women in particular appreciate humility,” said Weiss-Fischmann. “Admitting mistakes or saying you can do something better in the future goes a long way towards building trust.”
Although companies can utilize analytics to figure out which social media networks work better for them, Weiss-Fischmann cautioned that pinpointing the return on investment from social media can be difficult. Instead, she advised that companies concentrate on a measure she dubbed “ROR,” the return on relationship. “What a company must put its faith in is that building relationships always builds loyalty and ultimately sales,” she said.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)