CASE SMM FOR EVA BEAUTY

Promotion period: July 2024 — present.

Platforms: Instagram.

Task:

EVA is a network of budget-friendly stores known to everyone. Here, you can buy household chemicals, home goods, and décor. But what is EVA Beauty?

Our Team's Objectives:

• Develop a strategy with a completely new tone for the brand: EVA Beauty — a fashion-forward page with stunning content that sets trends.
• Build a clear visual and communication differentiation between EVA Beauty and the EVA brand.
• Enhance brand recognition so that everyone knows all products here are premium, niche, and original.

After analyzing the page, we clearly understood that in its initial state, there was no match between online and offline experiences:

• No consistent visual concept.
• No clear communication direction.
• No declaration of the brand's uniqueness.

Goals we set for ourselves:

• EVA Beauty becomes a trendsetter in the beauty community.
• Build a community where the brand is on the same wavelength as its audience.
• Clearly differentiate EVA Beauty from the perception that everything associated with EVA is cheap or budget-friendly.
• Develop a recognizable visual style and tone of voice (ToV).

To achieve these goals, we chose two development vectors:

Content

Even at the reference development stage, we consider every detail — from the video concept to the models' looks. For each product, we create a unique concept to ensure all videos stand out and grab attention.

To differentiate ourselves from competitors, we decided to feature models with unconventional appearances and use bold, eye-catching looks for them.

 

For EVA Beauty, the visual style must be both stylish and creative, yet clear and concise — with a strong focus on the products. The feed we managed to create:

Before: The feed mostly featured videos from UGC creators with different fonts, styles, and no unified aesthetic, resulting in a disjointed, unpolished look.

After: A stylish, harmonious visual style where the products are clearly highlighted and include captivating accents that grab attention.

The content is designed to stand out, so we opted for minimalism paired with engaging elements and creative ideas.

What resonated most with the audience:

Videos showcasing unconventional interactions with cosmetics, such as crushing, smearing, unique poses of models, and bold, striking looks.

This approach not only improved performance metrics but also positioned the brand distinctly among competitors.

Examples of performance:

Instagram Video 1 — Organic reach: 10,021

Instagram Video 2 — Organic reach: 10,722

Instagram Video 3 — Organic reach: 7,209

 

Special Content for the Holidays:

Beyond the usual product-focused content, we developed a unique advent calendar concept for the EVA Beauty feed during the New Year season.

We published 12 videos featuring giveaways from various brands. Each video was tied together with:

Festive intros at the start.

Bright, holiday-themed model looks.

Numbers displayed on each video to align with the advent calendar theme.

Here are links to several videos:

https://www.instagram.com/p/DDM8A-LNll9/

https://www.instagram.com/p/DDXPGrLtTlK/

https://www.instagram.com/p/DDjdOe3tXts/

https://www.instagram.com/p/DDr0HY8iFnA/

 

Tone of Voice

Another crucial component in creating a new image is the tone of communication.We wanted our messaging to break down barriers, making every woman feel like a high-fashion model with cosmetics from EVA Beauty.

Our texts speak about beauty in all its forms, about dreams that are within reach, and about the woman who rarely compliments others, but when she does, it’s perfectly on point.

Our tone feels like that woman — the one who enters a party and stands out with her confident energy and impeccable look. She doesn’t talk much to other women, but every man in the room notices her.

We address our audience on a first-name basis (“you”) to foster a close connection with each reader. To enhance the recognizability of our tone of voice (ToV), we sometimes use Anglicisms like: good hair — don’t care, the best choice, perfect skin, etc., and we provide only actionable, practical advice.

Here are a few examples of such texts:

Results:

• Implemented the developed SMM strategy for Instagram.
• Created and launched unique content that distinguishes the brand from competitors.
• Enhanced the visual aspect of the page, which now aligns with the brand's requirements and maintains a cohesive style.
• Developed a unique tone of voice (ToV) that not only complements the content but also emphasizes its impact.

In 2025, we are ready to produce even more unique content and conquer the beauty world with new trends from EVA Beauty.