@desbyrne @longlex. Any good news??? What are the Goals? Can you bring a small brand back from the dead? We discovered after talking with consumers: Genuinely.

@desbyrne@longlex

Any good news???

What are the Goals?

Can you bring a small brand back from the

dead?

We discovered after talking with consumers:• Genuinely excellent product• Almost 100% pack recognition• Has become retro (by accident!)• Interesting brand history• Competitors don’t engage with consumers

• Convert pack awareness into brand awareness• Establish L’Onglex as an online nail authority • Gain trial with 20-34 year olds• Get across message of L’Onglex benefits

• Off the market for 4 months• Zero brand awareness• Loyal older consumers but rarely use polish• Fighting global brands with more credibility• In a low involvement niche category

Online perfect for L’Onglex

Where are we after 9 weeks?

The brand personality & values (French chic, caring) are embedded into everything, from pack design and formulation to social media:• www.longlex.com beauty blog with twice daily content• Waves of product draws on Facebook, with winners posting reviews

• 3,000 targeted fans from 3 waves of free draw ads• FB Adverts: 14k clicks (.035% CTR)• Average 2.5 posts per day, 8 interactions per post• 65 fans have hidden from newsfeeds• After ads gaining & losing average 2 fans per day

facebook.com/longlex

• 111 posts to date with 536 comments• Recent visits vary from 40 to 100 per day• Source: 30% Google 19% Facebook 8% Twitter• Google search: “nail care tips” 15 Jan page 3, 4 May ranked 2nd “nail beauty blog” 15 Jan n/a, 4 May ranked 2nd

longlex.com

• 915 following, 291 followers, 412 tweets• Gaining & losing 3 to 4 followers per week• Low level of retweeting or our tweets retweeted• 51 @mentions during month of April

Twitter@longlex

Measure it questions?

1. Is organic growth a myth?Facebook only grows when adverts running

Twitter stuck at 290 followers

2. Quality of engagement terrific but are we only scratching on the surface? Relative to size of market, what number of fans or level of engagement represents success?

27,000 heavy polish users (> once per wk)

71,000 medium polish users (= once a wk)

3. You need to measure against specific objectives but what do we judge against as a small brand in a niche category where there is little data?