Social Media Advertising Campaign Development for a Cosmetic Brand Based on Customer Preferences

Now, it’s completely impossible to think about a marketing strategy without taking into account the importance of social networks. The adoption of one form or another of online promotion through social networks has also become necessary for the cosmetic segment. Given the fact that this industry has a tendency to change rapidly, it is very important for cosmetic companies to keep abreast of new trends and adjust their marketing strategy in time in order to survive in the market. According to Taplau, the growth of users of social networks, as well as the interest of business representatives in the online environment in view of a number of advantages of this segment in relation to other segments of the media advertising market, for example: the ability to instantly reach different target groups and the relatively small cost of the communication process. The above, in turn, stimulates the exit and presence of brands on the online platform. At the moment, there is a lot of research in the field of social networks and online advertising in general, however, there are still studies on the topic of targeted advertising in the field of cosmetics, which determines the relevance of this work. The object of this study is the process of developing advertising campaigns on social networks for a cosmetic brand. The subject of the study is the key characteristics for effective advertisements based on consumer preferences. The aim of this work is to identify key characteristics for the implementation of effective advertising campaigns in social networks for a cosmetic brand To achieve this goal it is required to solve the following tasks: • conduct a theoretical review of literature in this area; • conduct an analysis of the cosmetics market; • create and conduct a survey on consumer attitudes to targeted advertising of cosmetic services; • develop and launch targeted ads on social networks; • evaluate the effectiveness of different types of advertising campaigns; • identify key characteristics necessary for the successful implementation of advertising campaigns; • formulate recommendations for further promotion of the service. During the study, 3 main hypotheses were put forward: Hypothesis 1. Advertising campaigns on the social network Instagram will be more productive than in Vkontakte Hypothesis 2. The click-through rate in the locations of Storis on Instagram will be higher than in other places of placements and social networks. Hypothesis 3. Advertising campaigns that include Creative 1 will be more effective than campaigns that include Creative 2. The research methodology was based on the analysis of secondary and primary data. The data collection method took place in two stages: the quantitative survey method was initially used, and then an experiment was conducted in the form of A / B testing of advertising campaigns. Thus, this work can be a practical training manual for creating targeted ads on social networks for companies operating in the cosmetic sector. The work contains an introduction, 3 chapters, conclusion and appendices. The introduction contains the goal set for the author, formulates the objectives of the study, and determines the relevance of the topic. The first chapter is devoted to the study of domestic and foreign sources on the subject of work. The second describes the analysis of the market for cosmetic services, competitors, identifies the main factors affecting consumer behavior, and conducts and analyzes a survey to determine consumer attitudes to targeted cosmetic advertising. The third is practical, an experiment was conducted in the form of advertising campaigns on social networks, and based on the obtained statistical data, the main indicators are calculated,. In conclusion, the main conclusions are presented and the main characteristics for successful targeted advertising are determined. Applications contain charts and graphs compiled on the basis of statistical data obtained during the experiments.