π¨ Uncover: Your Customers Love Feeling Like They Belong
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Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.
Todayβs deep dive is a guest post by Gift (Gigii) Chidinma on how community led marketing is like throwing a party online. Think of it as hosting a virtual get-together where everyone can mingle and have a good time.
Trust is the secret sauce to effective marketing. It's about being consistent. Consistency in how reliable you are, what you say, how you say it, and what you deliver. Uncover Skincare is a product that stands out because of how it stays consistent and dives deep into what its audience wants.
In 2020, Uncover Skincare was founded in Kenya by three women who wanted to solve the problem of fake and whitening skincare for black skin. But they didn't just dive in blindly assuming they understood the "Black skin market." They did a survey to know what Kenyan women wanted.
That survey basically became their roadmap. It told them what products to launch first, how to market the products, and even helped set the prices
Audience insights should drive marketing decisions
Uncover isn't just about filling in the gaps in skincare products. The brand is also focused on educating its audience about skin health. The message across their marketing and content channels is the same: "Let's inspire, educate, and support women on their skincare journeys."
Uncover consistently inspires different personas within their audience on how to take care of their skin. For instance, it shared this video featuring a woman with vitiligo, showing how beautiful and confident she is. It's all about empowering others with similar skin conditions.
Build a product that markets itself
Uncover has won this category with their great products, their sunscreen and pimple patches are top-rated for a reason. These products were developed based on insights from their market research. By understanding what their customers wanted, they created products that just fit right into their daily routines. It made it really easy for customers to spread the word about them.
I posted on X, expressing my dissatisfaction with how most skincare products catered to light-skinned women. Then I received a response from a mutual who suggested that I try Uncover, which is formulated for dark-skinned women. This is a perfect example of a brand with a great product that has satisfied customers who advocate for them.
ICYMI: When the Sun Sets, the Plates Fill Up
Your brand message is key to attracting your community
Uncover involves its community every step of the way. The skincare brand is all about creating content with and for their target audience, through their reviews, stories and feedback. With their products integrated into the customerβs daily routine, it encourages customers to naturally create content about them.
These user-generated stories are reposted to inspire others and build a sense of community. Another example is sharing skincare insights from African women to inspire the community.
In March, Uncover went the extra mile and organized free photo sessions in Lagos and Kenya. Not only did it promote inclusivity, but it also brought their community even closer together.
Uncover Skincare shows us that when it comes to community-led marketing, being real, consistent, and knowing what your audience wants is crucial to driving growth.
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Gift (Gigii) Chidinma is a marketing strategist currently specializing in content marketing for SaaS and early B2B teams. She writes a diversified newsletter on entrepreneurship, marketing and better living tailored for different audiences. You can subscribe to her newsletter here and connect with her on LinkedIn.