Beauty.com Partners with Mass Relevance to Drive Real-Time Social Engagement for Beauty.com Fashion Week Hub
Austin, Texas – March 19, 2013 – Mass Relevance, the technology leader in social curation and integration, today announced that Beauty.com, a division of drugstore.com, inc., recently launched Front Row at Fashion Week using the Mass Relevance platform.
Through Mass Relevance, Beauty.com offered consumers access to live streaming photos, videos, and social content from Fashion Week in an interactive online destination that integrated real-time, brand-relevant social conversations from Twitter. The experience, which encouraged participation and motivated visitors to join in the conversation during Fashion Week, included a stream of Tweets curated with the hashtag #BcomFrontRow. Consumers were also able to join the conversation via Twitter without leaving the visualization. A photo wall of behind the scenes shots was also curated and re-displayed from Twitter in real-time along with a spotlight highlighting Tweets from Beauty.com and other celebrated personalities, providing a unique view into Fashion week inside of the Beauty.com website.
“This was the first time Beauty.com deployed a real-time hub for all things social surrounding Fashion Week. Being able to turn a live event into an online, social experience for fans and customers was exciting for us,” said Shanti DeLand, Social Marketing Strategist for Beauty.com.
Behind the scenes, Mass Relevance's social engagement platform discovers, filters and displays the real-time conversations that drive the social hub experience.
"Through Mass Relevance, Beauty.com was able to integrate the most relevant and compelling social content into a single destination for consumers, and align their brand with buzz around Fashion Week," said Sam Decker, founder and CEO of Mass Relevance. "The social hub went beyond simple streams to create dynamic visualizations that encouraged participation and engagement - and brought the Beauty.com brand to life in a new way. We're very excited to work with Beauty.com to continue to drive social engagement."
The Mass Relevance platform breaks down the silo between social media and brand advertising to offer a new way to inspire consumers and bring their experiences into the center of the brand. Through Mass Relevance, brands such as Beauty.com can spark and guide consumer conversation by leveraging social media curated from sources such as Twitter, Instagram, Facebook, YouTube, and Google+. Experiences created on the Mass Relevance platform are:
- Safe: Brands can now easily inspire consumers to generate and share relevant word of mouth from multiple mediums within a single, controlled experience that can displayed across any digital endpoint.
- Relevant: Real time, social content is updated based on automated rules or hand moderation to create a continuously fresh user-experience.
- Sharable: Both editorial brand content and user-generated content can be shared socially. Visualizations built into the experience facilitate content generation, enabling people to Tweet, post, or comment through the social platform of choice without leaving branded site.
About Mass Relevance
Based in Austin, Texas, Mass Relevance enables entertainment, media, retail, and manufacturing brands to drive real-time social engagement through social curation and integration. In the past nine months alone, Mass Relevance has delivered more than three billion pieces of social content to multiple digital surfaces (curated from over nine billion pieces flowing through the Mass Relevance platform) to support iconic events like the Super Bowl and Academy Awards, launches such as The Avengers and Madonna MDNA, and television phenoms American Idol, X-Factor, WWE and The Voice. The company serves more than 150 clients including “Big Four” television networks, seven of the top 10 2011 cable networks, as well as top brands like Target, Cisco, Ford, Samsung, New York Giants, Pepsi, Purell and Victoria's Secret.
About Beauty.com® – The World of Beauty Online® Beauty.com, a division of drugstore.com, inc., is a leading online destination for prestige beauty products. The web store provides a highly personalized shopping experience and offers more than 350 brands from widely recognized to niche, hard-to-find products.
Spredfast gives marketers the solutions needed to manage their brand and connect with consumers in an increasingly social world. The Spredfast social marketing platform sifts through millions of pieces of social content per minute, so brands can participate in individual conversations or amplify relevant content across any digital screen. By empowering customers to engage in real-time, backed by comprehensive data, Spredfast creates more meaningful interactions between brands and consumers. Spredfast customers manage over one billion social connections across 84 countries and have the power to process 650 million pieces of social content per day in multiple languages. Over 600 customers, including all five major broadcast networks and fifty percent of Interbrand’s 2013 World’s Best Brands have partnered with Spredfast to create first-class social experiences.