When FlutterHabit started casting for its latest ad campaign earlier this year, the lash brand didn’t turn to agencies or professional models. Instead, it asked members of its 46,000-person private Facebook group to submit photos and applications for a chance to become the new faces of the brand.The company received thousands of submissions but ultimately selected three longtime customers from the group, known as the FlutterHabit Family, to appear in the campaign. Applicants were asked to share photos, explain how long they had been customers and talk about their favorite lash styles. The company also considered proximity to its Dallas office when making selections.
“It was really people who were excited about being part of this campaign, and who had been customers for a very long time,” said Sabeen Mian, president of Performance Beauty Group, whose brands include Grande Cosmetics, FlutterHabit and Lilly Lashes. “Loyalty was definitely a factor.”
The photoshoot took place in January, and the resulting digital campaign promoted the Facebook group itself. In one Instagram post tied to the campaign, FlutterHabit told followers: “Next time, it could be you. Join our FlutterHabit Family Facebook Group via [link] in bio.”
