1

#HOWDOYOUTHRIVE
SOCIAL MEDIA CAMPAIGN
BOOK
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TABLE OF CONTENTS
MEET THE TEAM..........................................................................................................................................3
MEET THE TEAM
EXECUTIVE SUMMARY................................................................................................................................4
BACKGROUND.........................................................................................................5
TARGET AUDIENCE.......................................................................................................................................6
KEY MESSAGE PLATFORMS.......................................................................................................................7
COMPETITOR ANALYSIS.......................................................................................................................8-10
SOCIAL MEDIA AUDIT.......................................................................................................................11-12
SITUATION ANALYSIS.................................................................................................................................13
SWOT ANALYSIS......................................................................................................................................14-17
CAMPAIGN OVERVIEW.............................................................................................................................18
OBJECTIVE ONE: BRAND AWARENESS.............................................................................................19
OBJECTIVE ONE CONT:........................................................................................................................20 SARAH LISEWSKI LINDSEY HARDISON
OBJECTIVE TWO: TWITTER FOLLOWERS.....................................................................................21
OBJECTIVE THREE: TIKTOK FOLLOWERS..........................................................................................22
OBJECTIVE FOUR: BRAND ENGAGEMENT - TWITTER................................................................23
OBJECTIVE FIVE: BRAND ENGAGEMENT - TIKTOK......................................................................24
BUD GET................................................................................................................25
APPENDICES................................................................................................................26
APPENDIX 1: JANUARY POSTS...................................................................................................................27
APPENDIX 2: FEBRUARY POSTS................................................................................................................28
APPENDIX 3: MARCH POSTS.....................................................................................................................29
APPENDIX 4: APRIL POSTS..........................................................................................................................30 OLIVIA CIRIGNANI
APPENDIX 5: MAY POSTS............................................................................................................................31
APPENDIX 6: JUNE POSTS..........................................................................................................................32
APPENDIX 7: ZOOM CLASS INFLUENCERS........................................................................................33
APPENDIX 8: TWITTER SHOUT OUT INFLUENCERS........................................................................34
APPENDIX 9: TIKTOK SHOUT OUT INFLUENCERS.........................................................................35
APPENDIX 10; SOCIAL MEDIA AUDIT...................................,................................................................36
APPENDIX 11: INFLUENCER BOX BREAKDOWN...............................................................................37
APPENDIX 12: COMPETITOR POSTS.......................................................................................................38
APPENDIX 13: MEDIA LIST.......................................................................................................................39
APPENDIX 14: PITCH LETTER..................................................................................................................40
KAYLIN LANE KELLIE LANIGAN
APPENDIX 13-18: CALENDAR.............................................................................................................41-46
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EXECUTIVE SUMMARY BACKGROUND

Founded in 2015 by strong, entrepreneur, feminist, Karissa Bodnar, Thrive Causemetics
strives to encourage an imperative social movement by providing a platform to adapt a
chain reaction of women stepping up to empower other women. By providing easy to
Based in Los Angeles, California, Thrive Causemetics
use vegan and cruelty-free products at an affordable price, Thrive ensures that they are was created in 2015 by Karissa Bodnar, makeup-artist
inclusive to all, and is a beauty company with a purpose. Their brand mission is execut-
ed each time a product is purchased by donating a product in exchange.
and beauty product designer and formulator. Bodnar was
Today’s world is filled with pandemic stress, racial injustices, and political movements inspired to create this company after she lost her friend
that brands usually stay silent about, but Thrive speaks up about the issues today’s wom- to cancer. She wanted to create a makeup company that
en are experiencing through The Official Thrive Causemetics’ 2021 #HowDoYouThrive
Social Media Campaign. By using aspects of our world today as an opportunity to raise helped women feel empowered. Thrive’s brand mission is
self esteems, we have created an inviting and confidence boosting campaign to support to empower women by making them feel beautiful from
and empower women across the nation.
their products and by donating some of the proceeds to
After collecting quantitative data from Thrive Causemetics’ social media accounts,
Thrive’s Communication Team determined Thrive’s target audience is college-educated organizations that benefit women. Their brand vision is to
women between the ages of 22 and 40 years old, reside in the United States, are social- empower as many women as possible. Their products are
ly progressive and committed to supporting ethically sound organizations, and more
commonly found to interact with Thrive on Instagram and Facebook. Moving forward, also 100% vegan and cruelty-free.
Thrive will amplify the bonds with Millennial and Gen X audiences on TikTok and
Twitter, due to a lack of brand awareness and engagement on the platforms.
The campaign goal is to increase awareness and engagement among women ages 22 and
40 on Thrive’s Twitter and TikTok accounts. To achieve this goal, we have created the
following five objectives:
- To increase brand awareness of Thrive Causemetics with college-educated women
aged 22-40 by 25% in 6 months.
- To increase the number of followers by a minimum of 1,000 on Twitter in 6 months.
- To increase the number of followers by a minimum of 3,000 on Tiktok in 6 months.
- To establish engagement of 200 interactions per week for Thrive Causemetics’ with
college-educated women ages 22-40 on Twitter in 6 months.
- To establish engagement of 500 interactions per week for Thrive Causemetics’ with
college-educated women ages 22-40 on TikTok in 6 months.

In order to achieve these four objectives, Thrive’s Communication Team has created The
Official Thrive Causemetics’ Early 2021 #HowDoYouThrive Social Media Campaign on
Twitter and TikTok to build more interaction and understanding of Thrive’s mission and
products. We have created many interactive posts to ensure that Thrive is producing ed-
ucational and entertaining content for their followers and for those who see their posts,
either through retweets and quote tweets or on their “For You” page.
6 7

KEY MESSAGE PLATFORMS TARGET AUDIENCE

We want to help women THRIVE by empowering Our campaign focuses on Millennial and Gen X women! These women are
between the ages of 22 and 40 and live in the United States. Through pre-
liminary research, we found that Thrive has an established relationship with
Mission and this audience, and we are aiming to make it stronger than ever! Through
--SOCIAL HASHTAGS--
Vision easy to use products and promotional ‘how-to’ videos, it allows women of
#ThriveTogether
#HowDoYouThrive the age range we specified to feel more comfortable and confident when ap-
By buying Thrive Causemetics plying and wearing Thrive.
products, you are able to help
empower other women by giving
them the opportunity to THRIVE

The change starts from the inside

out
MILLENNIAL AND
We thrive together. Every purchase
gives both you and women in GENERATION X
need a boost of confidence.
Key Messages
WOMEN
When you buy from Thrive,
you are helping women around
the country of all shapes, sizes, rac-
es, and backgrounds by giving them
products, donations, or even just a
boost of confidence.
Thrive is beauty with a purpose. The women in our target audience are social-
Vegan and Cruelty-Free products ly progressive and committed to supporting organizations that are ethically
The creators of the Liquid Lash Exten- sound, just like Thrive! The two platforms that our campaign has produced
sions Mascara --Unique characteristics-- content for are Twitter and TikTok. We have found that women in our target
Beauty with a Purpose audience between the ages of 22 and 30 are on TikTok. Similarly, women in
Founded by a woman, Karissa Cruelty-Free our target audience between 30 and 40 years old are on Twitter.
Bodnar, ran by women, 100% Vegan Products
for women.
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COMPETITOR ANALYSIS ANALYSIS CONT.

Glossier creates products to enhance the natural beauty of their consumer
sell fragrances, and branded merchandise. They partner with women to em- e.l.f. Cosmetics, which is known for their high-quality products at low pric-
power them and donate to non-profit organizations. Glossier is consistently es. e.l.f has a conversational brand voice which helps them connect with
engaged with their followers across their social media. their consumers on social media.

ON TWITTER, Glossier re-
sponds to tweets quickly and
retweets audience members oc-
casionally and have a conversa-
tional brand voice. Their posts
range from user-generated content
(UGC) and product posts to relat-
able and humorous content.
ON INSTAGRAM, Glossier
receives the highest level of en-
gagement. On this platform, they
post socially relevant, diverse, and
aesthetically pleasing content (See
Appendix 12A).
ON TWITTER, e.l.f. often inter-
acts with their audience. e.l.f. has a
witty voice on Twitter which makes
them more relatable to their con-
sumer, increasing their chances of
engagement (See Appendix 12B).
ON INSTAGRAM, e.l.f. has a
strong platform and high level of
engagement. Their average number
of likes on a post ranges between
10,000-25,000, and they do part-
nerships with macro-influencers.

ON TIKTOK, Glossier focus- ON FACEBOOK, e.l.f. acts

es on sharing UGC and product
ON FACEBOOK, Glossier does
posts. When they are creating or-
not get high engagement. They try
ganic content, it ranges from tours
to boost their engagement through
to product design. They receive
interactive posts and open ended
high engagement on all posts, but
questions.
the ones created using popular
TikTok sounds perform the best.
similarly to how they are on Twit-
ON TIKTOK, e.l.f. has only
ter. e.l.f. frequently responds to
created three posts dating in June
comments in a witty way. Some
2020. Despite this lack of content,
of their responses are emoticons.
they still have a large following and
On Facebook, e.l.f. ‘s engagement
thousands of likes on their posts.
is lower, and they are not as active
with responding to comments.
10 11

ANALYSIS CONT. SOCIAL MEDIA AUDIT

100% Pure prides themself on their nourishing ingredients made from pure Thrive’s social media is an essential aspect to their business because it
and organic nutrients. 100% Pure focuses on providing information about is an outlet for Thrive to promote their products. Thrive consistently
their clean products through social media. posts content such as new product posts, UGC, and influencer pictures
to increase brand and product awareness.
Thrive’s target audience is college-educated women between the ages of
ON TWITTER, 100% Pure is ON INSTAGRAM, 100% Pure 22 and 40 who live in the United States. This group of women is very
not consistently active. They have creates aesthetically pleasing posts dedicated to helping the environment and all beings to make the world
not consistently posted since May. including a variety of diverse influ- a better place. In addition, they are passionate about activism and do-
Twitter is mainly used as a plat- encers, product information, and nate to causes that support women in need.
form for product promotion rath- a range of animal pictures. 100%
er than customer service, as they Pure receives different levels of
have not replied to a tweet in five engagement depending on the con-
months (See Appendix 12C). tent within each post.

ON FACEBOOK, 100% Pure is ON TIKTOK, 100% Pure mostly

very active and takes advantage of
platform tools like Facebook live.
The content created for this plat-
form ranges from giveaways, prod-
uct posts, and live videos sharing
employee’s favorite products.
shares product posts with occa-
sional UGC content. They have a
small following on this platform
and do not receive high engage-
ment. They have not surpassed 700
views on any of their posts.
Thrive frequently shares UGC, which increases their credibility. Their
professional and conversational brand voice of empowering women is
consistent, strong, and unique. This is well represented on all of their
social media platforms.
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AUDIT CONT. SITUATION ANALYSIS

COVID-19
ON TWITTER, Thrive has not ON INSTAGRAM, Thrive uses
UGC, posts makeup looks, how- If COVID-19 restrictions such as lockdowns and curbside pick-up reoccur
created organic content since Janu-
to’s, products, and motivational in late 2020, it is expected that the beauty industry could fall by 35% in sales
ary 2020. Despite this, they are still
quotes. They respond to Instagram (McKinsey & Company 2020). With people not leaving their homes as fre-
replying to tweets they are men-
comments and answer questions. quently, this creates room for beauty companies to suffer financially because
tioned in. The majority of replies
When recommending products, of the lower demand for these products. Despite the pandemic and reces-
are conversational interactions, but
Thrive will go the extra step to sion, the beauty industry is inherently stable and essentially recession proof
on occasion, Thrive will address
provide specific shade recommen- even when there are global and national issues occurring (Florida Academy,
customer service issues.
dations. In addition to answering 2020).
follower questions, Thrive will ask CLIMATE CHANGE
their followers questions to create
ON FACEBOOK, Thrive posts conversations about products and Climate change is a rising issue which all companies need to be cautious
similar content as to their Insta- interests to help build relation- of, even in the beauty industry. By acknowledging climate change, compa-
gram posts. Thrive uses Facebook ships. Instagram is the platform nies need to ensure that they are producing clean and sustainable products.
to respond to comments on their that Thrive performs the best on. Companies can combat climate issues by constructing clean products that
posts and will recommend prod- are eco-friendly and opting to minimize harm (Vegconimist, 2018).
ucts to those who ask. Often when
followers tag their friends in posts, DEI
ON TIKTOK, Thrive has not
Thrive comments back. Diversity, equity, and inclusion (DEI) policies have been widely added to
posted since May 2020.
companies internationally. The beauty industry has evolved to be more
inclusive and diverse because the social issue is about representation and
equality (Bloomberg, 2020). Themes of equality and acceptance need to be
embraced and utilized in companies wanting to make a change.
The overall strategic focus across all of Thrive Causemetics’ social media
platforms is brand promotion. Thrive is effectively social in ways which TECHNOLOGY
increase awareness by posting new product advertisements, drive engage- Technology is continually evolving, and it is forcing the beauty industry to
ment by posting UGC, start conversations by promoting different aspects keep up. This includes companies having to create innovative websites and
of Thrive’s community, and increase website visits by linking their website other tech pieces to assist their customers and keep up with competition.
on all of their social media platforms. Thrive’s sponsored posts on Face- Companies may need to start adding solutions, like artificial intelligence, to
book and Instagram contain promotional codes which encourages pro- their pages to connect with customers better and give them an in-store feel
spective customers to interact with their content. while they are online (J.P. Morgan Research, 2019).
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SWOT SWOT CONT.

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SWOT CONT. SWOT CONT.

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OBJECTIVE ONE
To increase brand awareness of Thrive Causemetics with
college-educated women aged 22-40 by 25% in 6 months.

#HOWDOYOUTHRIVE Twitter Strategies:

CAMPAIGN OVERVIEW Twitter Awareness and

Media Relations
Through strategic research we have compiled the following goals for Thrive
Causemetics as part of our social media campaign: TACTIC ONE: A tweet series of promoted product posts and
share the ‘how-to’ videos that Thrive has created to our primary
1) Expand reach through further development of TikTok and Twitter. audience and secondary audiences (See Appendix 6A).
2) Engage with the audience more directly.
TACTIC TWO: Spring Clean-
ing (Rebrand Yourself) Theme - A
tweet series of spring cleaning in-
spired tweets created to boost self
esteem (See Appendix 4A, Appen-
dix 4B, Appendix 5A).

TACTIC THREE: Tweets made

for holidays and seasonal events
to tie brand awareness to everyday
events to remind women they are
beautiful (See Appendix 1A, Ap-
pendix 2A, Appendix 2B).

TACTIC FOUR: Send a pitch letter to contacts on the media

list (See Appendix 13 and 14).
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OBJECTIVE ONE CONT. OBJECTIVE TWO

To increase brand awareness of Thrive Causemetics with To increase the number of followers by a minimum of 1,000 on
college-educated women aged 22-40 by 25% in 6 months. Twitter in 6 months.

TikTok Strategy: Strategy:

TikTok Awareness Twitter Outreach

TACTIC ONE: Send free products to Twitter micro-influenc-

TACTIC ONE: Upload TikTok
ers and have them do mini “unboxing” videos (See Appendix 11).
videos following popular makeup
trends using Thrive products, such
as transformation videos and “Glam
Jams.”
TACTIC TWO: Tag and shout
out influencer accounts, like
TACTIC TWO: Emphasis on
vegan micro-influencers and
brand mission and product pro-
“Women of Thrive”, which in-
motion through TikTok videos. An
cludes Thrive’s founder, one can-
example of this is a screenshot from
cer survivor that had a product
a TikTok created on the right (See
named after them, and a cancer
Appendix 1B).
survivor who is a spokesperson
for Thrive. An example of these
shout outs can be seen to the
left.
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OBJECTIVE THREE OBJECTIVE FOUR

To increase the number of followers by a minimum of 3,000 on To establish engagement of 200 interactions per week for Thrive
Tiktok in 6 months. Causemetics’ with college-educated women ages 22-40 on
Twiter in 6 months.

Strategy: Strategies:
TikTok Outreach Twitter Engagement and
Professional Education

TACTIC ONE: Post UGC to connect with followers using

Thrive’s products on Twitter.
TACTIC ONE: Have micro-influencers do a live TikTok take-
over and direct their followers to engage with TACTIC TWO: Conduct Zoom makeup classes facilitated by
and follow Thrive’s account (See Appen- micro-influencers to teach audiences how to better use Thrive’s
dix 8). products. An example of how we
would promote this on Twitter is
seen to the right (See
TACTIC TWO: Create “Women of Appendix 7).
Thrive - Their Reasons Why” videos.
Topics can range from: their favor- TACTIC THREE: Post whole-
ite product, why they are a part of some memes that incorporate cur-
Thrive, and their favorite charity rent concepts to create relatable
Thrive has helped. One of these content (See Appendix 5A).
women will be their founder
Karissa Bodnar, who is pictured TACTIC FOUR: Host product
to the right. giveaways for Thrive’s followers
(See Appendix 6B).
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OBJECTIVE FIVE THE BUDGET

To establish engagement of 500 interactions per week for Thrive
Causemetics’ with college-educated women ages 22-40 on
TikTok in 6 months.

Strategy.:
TikTok Engagement

TACTIC ONE: Post UGC to connect with followers using

Thrive’s products on TikTok.

TACTIC TWO: Launch a trend of posting videos which share

women empowerment testimonials about overcoming adversities
while incorporating our
campaign hashtag,
#HowDoYouThrive.
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APPENDIX ONE

APPENDICES

JANUARY TWITTER AND TIKTOK POSTS

28 29

APPENDIX TWO APPENDIX THREE

FEBRUARY TWITTER POSTS MARCH TWITTER AND TIKTOK POSTS

30 31

APPENDIX FOUR APPENDIX FIVE

APRIL TWITTER POSTS MAY TWITTER POSTS

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APPENDIX SIX APPENDIX SEVEN

JUNE TWITTER AND TIKTOK POSTS.

THRIVE SOCIAL MEDIA AUDIT
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APPENDIX EIGHT APPENDIX NINE

ZOOM MAKEUP CLASSES TWITTER SHOUTOUTS

spicer_joanna mooselovesu treeeenz karissabodnar nalieagustin deraildiagnosis

4,178 Followers 3,589 Followers 12.8K Followers 372 Followers 1,682 Followers 1,286 Followers

devdoee ritu_rajput omariannee crueltyfreelucy roma_x3 vgnbeautyaddict

1,337 Followers 5,474 Followers 1,284 Followers 2,884 Followers 3,314 Followers 1,036 Followers
36 37

APPENDIX TEN APPENDIX ELEVEN

TIKTOK TAKE OVERS

miniinaaz itshotchiick ttniquemua

67.8K Followers 89.9K Followers 51.1K Followers

livnmorris martinamcclure roubzyyy

48.7K Followers 98.7K Followers 31.6K Followers

INFLUENCER BOX BREAKDOWN

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APPENDIX TWELVE APPENDIX THRTEEN

MEDIA LIST

COMPETITOR POSTS
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APPENDIX FOURTEEN APPENDIX FIFTEEN

PITCH LETTER
November 19th, 2020
COMP Name
Contact Name
Contact Email

Good afternoon, NAME!

I am contacting you regarding Thrive Causemetics. Thrive Causemetics offers a variety of
cruelty-free makeup and skincare products, while giving back to women in need, such as
women re-entering the workforce, coming home from the service, cancer patients, and
domestic abuse survivors. Thrive’s products are available exclusively online. At Thrive,
there is a team of beauty experts available from 7:00 a.m. until 7:00 p.m. for help via email
or phone. Thrive’s consumers benefit from their products because they are moisturizing,
cruelty-free, and long-lasting. To further explain Thrive’s mission, I compiled three story
angles for you to utilize.
Women of Thrive: Thrive Causemetics was created by women for women. In our 2021
social media campaign, Thrive’s social media team will shout out the Women of Thrive on
the Thrive Twitter and TikTok accounts. Each post will highlight either a woman in Thrive,
such as the Founder, executive members, or cancer survivors who inspired beauty products
and various give-back missions.
Zoom Makeup Classes with Influencers: For the first time, Thrive Causemetics is offering a
series of Zoom makeup classes with different influencers hosts. These classes give Thrive’s
customers the opportunity to learn how to achieve certain looks, use Thrive’s products,
and a chance to ask the influencers questions! Classes are scheduled once a month starting
in January for six months. Kicking this series off is Joanna Spicer, who will host January’s
class. Interested customers can find registration information on Thrive’s Twitter account, @
ThriveCause.
Sustainability Done Easy: Thrive Causemetics understands there is a crucial need for help-
ing the environment to achieve improvements in climate change. To help combat extra
waste, Thrive is implementing a policy that if a consumer sends back empty tubes of mas-
cara, or any product, they will receive a voucher for 25% off their next purchase. This pol-
icy is going live in April 2021, and its purpose is to reduce unnecessary waste because the
old tubes can be sanitized and used again.

Best,
Kellie Lanigan
(630) 945-1975 JANUARY CONTENT CALENDAR
krlanig@ilstu.edu
42 43

APPENDIX SIXTEEN APPENDIX SEVENTEEN

FEBRUARY CONTENT CALENDAR MARCH CONTENT CALENDAR

44 45

APPENDIX EIGHTEEN APPENDIX NINETEEN

APRIL CONTENT CALENDAR MAY CONTENT CALENDAR

46

APPENDIX TWENTY

JUNE CONTENT CALENDAR