‘How a Beauty Company Generated Facebook Buzz Without Giveaways’ – ‘Mashable’

Lauren Indvik says, “In November, Nars took on a unique challenge: to promote a new cosmetics collection using social media without giving away free product or paying for advertising.

The company decided to develop a Facebook app for the Andy Warhol-inspired collection that would allow Facebook users to make over their profile photos and cover photos in the style of Warhol, with prominent Nars branding throughout. (To see it the app in action, check out the video from Nars below.)

Speaking at a WWD conference Wednesday, Heather Park, director of digital media at Nars, said her team wanted to target the cover photo section of users’ profiles after discovering that every time a user changes her cover photo, it appears in friends’ newsfeeds as a unique rather than a group update”.