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Reviving a Brand: L'Onglex's Online Success Story

Can a small brand come back from the dead? Discover the journey of L'Onglex, a nail care brand, and its transformation into an online authority. Explore goals, challenges, engagement metrics, and more!

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Reviving a Brand: L'Onglex's Online Success Story

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  1. @desbyrne@longlex

  2. Online perfect for L’Onglex Can you bring a small brand back from the dead? What are the Goals? Any good news??? • 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 • 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

  3. 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 longlex.com Twitter @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, 4May ranked 2nd • “nail beauty blog” 15 Jan n/a, 4 May ranked 2nd • 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 • 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

  4. Measure it questions? • Is organic growth a myth? • Facebook only grows when adverts running • Twitter stuck at 290 followers • 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) • 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?

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