SMM Case for GlamBee

Promotion period: December 2023 — present.

Platform: TikTok.

Follower growth: from 67,500 to 284,000.

Objectives

• GlamBee is a cosmetics brand known for its vibrant and distinct identity among other brands in the EVA chain.
• Our team was tasked with the following:
• Develop a new strategy that aligns with the brand's personality.
• Create content that makes GlamBee stand out from competitors and captivates TikTok’s discerning young audience.
• Introduce new communication tools to deliver a wow-effect for the audience.

Content

One of the primary challenges was creating a unique feature to differentiate GlamBee’s content from competitors.

For a cosmetics brand, this is a tricky task since adapting trends to content is commonplace.

So, we took a different approach and started our own trends:

Mini-series

GlamBee became the first cosmetics brand in Ukraine to launch its own TikTok mini-series, titled «Like the Younger One».

The main idea? Transport girls back to their childhood, reminding them of the times they used their mom’s or older sister’s makeup. Now, teens have an extensive range of cosmetics at their disposal.

In a modern twist, the same older sister might borrow mascara from the younger one, and moms ask their daughters for makeup advice.

Trend Dance

GlamBee was the first cosmetics brand to launch a trend dance on Ukrainian TikTok.

What’s more organic than dancing on TikTok?

We leveraged this and organized a giveaway, where users participated by recreating the GlamBee dance and sharing it on social media.

Thematic Live Streams

GlamBee was also the first cosmetics brand to host thematic live streams with makeup influencer-bloggers on Ukrainian TikTok.

Live streams are an excellent way to engage directly with viewers and boost brand loyalty.

We regularly host live sessions featuring well-known bloggers and conduct makeup tutorials, such as Halloween looks or heat-proof summer makeup tips.

Our live streams consistently attract over 1,000 viewers.

Macro-content

Another standout feature of GlamBee’s TikTok account is the detailed display of cosmetics, often by literally breaking them apart.

This not only allows viewers to explore the colors and textures up close but also encourages rewatching and engagement through comments.

It’s undeniably one of the account’s most successful series.

Through this approach, we simultaneously showcase the brand and interact with the audience creatively, constantly innovating to make a lasting impression.

 

Visuals

Naturally, the visuals of each video and the overall profile had to stand out.

Our team ensured excellence at every step:

• During the reference development stage, we paid attention to every detail, from video concepts to model styling.
• We created a distinctive style for GlamBee, combining colorful backdrops that match the brand’s palette with hyper-stylized looks featuring abundant accessories complementing the makeup.
• To produce unique content, we collaborated with prominent bloggers and makeup artists, who brought our ideas to life and crafted intricate, trendy looks that sparked audience engagement.
• The wow-factor is woven into everything we do. For example, we’ve used creative elements like a piñata filled with branded cosmetics for giveaways, personalized cakes, and VFX videos featuring floating cosmetics on Kyiv’s streets.

When GlamBee’s videos appear in a user’s feed, it’s instantly recognizable as GlamBee from the very first second!

Results

• Successfully implemented the developed SMM strategy on social media.
• Gained 124,500 new followers over 10 months of collaboration.
• Created and executed unique, vibrant content that sets the brand apart from competitors.
• Enhanced the page’s visuals to align with the brand’s image and establish a unified style.

GlamBee is about bold challenges and creative solutions.

The best is yet to come!