How FlutterHabit uses its 46,000-member Facebook group for product development

FlutterHabit launched a new ad campaign by inviting members of its 46,000-person private Facebook group to submit photos and applications rather than using agencies or professional models. Thousands of submissions were reviewed, and three longtime customers were selected based on customer tenure, enthusiasm, and details such as favorite lash styles, with proximity to the Dallas office also considered. A January photoshoot produced a digital campaign that promoted the Facebook group itself, encouraging followers to join the FlutterHabit Family. The private community is used to test product ideas, collect feedback, revive retired lash styles, and source marketing content. Customer requests in the group can directly affect which products are launched or brought back.

"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." This is just one example of how FlutterHabit uses its private Facebook community to help shape the business."

"The group has become a place where the brand tests product ideas, gathers customer feedback, revives retired lash styles and sources marketing content directly from longtime shoppers. In some cases, customer requests inside the group have directly influenced which products FlutterHabit decides to launch or bring back. The group was originally started by founder Kasey Jackson roughly seven years ago as a place for FlutterHabit customers to connect."

Read at Modern Retail