MECCA's Social Media Shift: Authenticity and Creators Driving Growth

MECCA’s Opportunity

MECCA's social strategy revolves around three key pillars: entertain, engage and educate. The brand aims to ensure its digital presence mirrors the vibrant and informative atmosphere of its brick-and-mortar stores, creating a seamless experience for customers. In order to build a meaningful digital experience, MECCA features content created by the store team, representing diverse voices and showcasing product previews and tutorials that educate and entertain its audience.

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Winning Over Audiences With Authenticity

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MECCA champions authenticity, which is all-important as the beauty industry faces myths and misinformation about products. A routine that works for one person may not be right for another, and in a world where consumers’ primary method of product discovery is from TikTok and Reels, it can be challenging for audiences to find the right tutorial for their individual needs. MECCA leverages its in-store teams and diverse talent to capture the vast spectrum of experiences with beauty products, ensuring the team is sharing content that is appealing to all.

By featuring various skin types and styles on its channels, MECCA demonstrates that beauty is inclusive and personalized, fostering trust and credibility with shoppers. Its focus on educational content positions the brand as a reliable source of beauty information and a must-follow for beauty aficionados.

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Building on this foundation of authenticity and education, MECCA has also embraced creativity and innovation in its social media campaigns. A standout example was a Reel featuring CGI footage of a hot air balloon on Bondi Beach for Sol de Janeiro and MECCA, which received global brand attention. With a near-perfect Entertainment Score of 9.6/10, the video soared on Instagram, showing just how well MECCA can capture imaginations.

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Creator Content and User Engagement

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Creator content and user-generated content (UGC) are integral to MECCA's strategy. The brand collaborates with a variety of talents, following its strategy of diverse representation of styles and skin types. Short-form video has matured in recent years, and MECCA has taken a strategic approach to planning its content while also balancing experimentation. Most importantly, the brand empowers creators to share their unique experiences in how they use MECCA products in their daily routines, capturing a lens that would be impossible in typical brand marketing while opening new opportunities for content.

The social team often creates in-house content, experimenting with various setups and lighting to capture engaging visuals. Contrary to the more highly polished visuals often seen in beauty marketing, MECCA’s social content takes its lead from creators. The blend of strategy and spontaneity keeps content fresh and relevant, enabling the brand to stand out on TikTok, which has become a hyper-competitive space. Over the past year, MECCA has seen a +60% increase in TikTok followers r, along with impressive engagement growth, including a +270% increase in comments, a +185% rise in shares and a +91% increase in likes — a reflection of its ability to connect with customers on a deeper level than most brands.

MECCA’s Instagram audience overlaps significantly with its current consumer base, which differs greatly from TikTok’s focus on discoverable content. On Instagram, the brand focuses on community management. Its approach to community includes delighting customers with details of its loyalty program and luxury brand content, as well as teasers and behind-the-scenes content that keeps fans engaged. While TikTok favors lo-fi content, and Instagram is a mix of lo-fi and premium campaign visuals, what unifies both platforms is how much audiences love to see and connect with MECCA’s store team, reaffirming that the brand’s approach to relating with audiences with diverse, authentic perspectives to beauty is conducive to its success.

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Maximizing ROI With Dash Hudson

At MECCA, social media is crucial for driving both online and in-store sales. The integration of Dash Hudson's LikeShop has made it easy for MECCA customers to go from scroll to shop. By seamlessly connecting engaging social content to e-commerce, LikeShop has improved the shopping experience, leading to noticeable boosts in both online and in-store sales. This direct link has not only increased customer satisfaction but also shown clear correlations between social media engagement and sales growth across MECCA's 110 stores.

Additionally, Dash Hudson's Boards feature has been a game-changer for organizing content by brand or campaign, making it accessible to various teams. This tool, along with Dash Hudson's insightful analytics and reporting, has streamlined MECCA's workflow, saving time and allowing the team to focus more on creative strategy. This approach has brought MECCA closer to its audience on social media, helping to build stronger connections and a more loyal community while also boosting the brand's overall success.