Merle Norman

Challenge: Merle Norman, a well-established beauty brand, recognized the growing importance of social media platforms like Instagram and TikTok in reaching their target audience. However, they lacked engaging and social-forward content tailored for these platforms. Additionally, Merle Norman's consumer base was primarily older, and the brand needed to bridge the generational gap to appeal to a younger audience.

Solution: The Acadia team devised a multifaceted approach to address Merle Norman's challenges. First, we immersed ourselves in current makeup trends established by big brands, ensuring that Merle Norman's content remained relevant and resonated with younger consumers on platforms like Instagram and TikTok.

Next, we leveraged our expertise in still photography to create visually captivating content that showcased Merle Norman's products and encouraged clicks and engagement on social media platforms.

Furthermore, recognizing the importance of the mother-daughter experience in bridging the generational gap, we conceptualized and executed a photography and videography shoot centered around this theme. By highlighting the shared beauty experiences between mothers and daughters, we aimed to appeal to both Merle Norman's existing older consumer base and younger generations, thereby broadening the brand’s appeal across age demographics.

Results: Implementing social-forward content strategies on Instagram and TikTok resulted in increased engagement and brand visibility for Merle Norman. By participating in current makeup trends and producing visually stunning still photography, we successfully captured the attention of younger audiences while maintaining the brand’s authenticity and identity.

Additionally, the photography and videography shoot celebrating the mother-daughter experience resonated strongly with both existing and potential consumers, effectively closing the generational gap for Merle Norman. This initiative not only enhanced brand perception but also contributed to increased brand loyalty and advocacy across different age demographics.

Key Takeaways:

• Tailoring content strategies to suit social media platforms like Instagram and TikTok is essential for reaching younger audiences.

• Engaging in current trends and producing visually appealing content can significantly increase brand engagement and visibility.

• Leveraging shared experiences, such as the mother-daughter bond, can bridge generational gaps and expand a brand's appeal across different age demographics.