Cosmoprof Asia is the leading international beauty trade show in Asia, representing all beauty sectors. Informa Markets, hired Cred Communications to deliver a social media marketing campaign across social channels Facebook, Instagram and LinkedIn to boost awareness, engage followers, drive visitor and exhibitor traffic to the Cosmoprof Asia website and generate leads and conversions.

Our first steps were to undertake research into trade show social media campaign best practice across the world as well as a communications audit of Cosmoprof Asia’s current social media activities, then we developed a detailed pre-event, on-site and post-event communications strategy that encompassed best practice in technique, content creation and timely delivery. The strategy was executed by our team alongside a social media advertising campaign over a six month period. We constantly evaluated our performance to ensure that it continued to be effective and consequently exceeded the agreed KPIs with the client.

Measurement and Evaluation

  • 400 new sales leads.
  • 16,000 click throughs across all three channels.
  • 156 million reach across all three channels.
  • 77% increase in LinkedIn followers; 39% increase in Instagram followers ; and, 7% increase in Facebook fans.