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Estée Lauder Companies + Bobbi Brown Cosmetics

Capabilities
  • Digital Event
  • Market Research
  • Product Mailing

The Glow Sisterhood

Challenge: IOB was tasked with hosting The Glow Sisterhood, an intimate conversation and virtual masterclass celebrating Black beauty, HBCU sisterhood, and the joys of the glow-up targeted at HBCU sorority alumni in the Atlanta market presented by Bobbi Brown Cosmetics. The goal for this event was to have 150 event attendees and 150 surprise & delight mailings sent after the event.

Approach: 

  • Promoted the event to Divine Nine sororities and HBCU Alumni based in the greater Atlanta area
  • Marketed event via email and social media
  • Aimed to register 500 guests to ensure attendance of at least 150-200 (actual registration amount 781) 
  • Circulated and promoted unique discount code for event to capture product sales post-event
  • Collaborated on the development of the concept/panel questions and general logistics
  • Deployed post-event survey to understand attendee sentiments and intent to purchase

Metrics

231%

of Attendance Goal

195%

of Registration Goal

150

Surprise and Delights

Result: Successfully hosted digital master class reaching 195% of registration goal and 231% of attendance goal with attendees from various sororities and HBCUs. Successfully mailed 150 surprise and delight mailings to the first 150 registered attendees.

Key Takeaways: 

Pre-Event

  • 62% of post-survey respondents had heard of Bobbi Cosmetics
  • 20% had tried Bobbi Brown Cosmetics

Post Event

  • 97% felt the brand had products that were relevant to them
  • 95% felt more engaged with the brand
  • 94% felt more inclined to purchase the brand’s products
  • 94% felt more inclined to recommend the brand to family and friends
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