Glückskind Nails – Spectacular Community Growth Using The Right Tools

We are accompanying the German Nail Art & Design community “Glückskind Nails” for over a year now. Despite fierce competition from established communities, Glückskind Nails has been launched nonetheless in February 2011. There have been several strategic factors that differentiated it from the rest:

• Modern and visually attractive design
• Focus on social networks (Facebook Page)
• Technical innovation through community supportive tools
• Open, friendly and very helpful atmosphere through intelligent and dedicated Community Management

Today, Glückskind Nails celebrates its first anniversary. It has almost reached 10,000 Facebook fans (gaining over 50 new fans daily without any promotion). It is the fastest growing and most active community within its market segment. One some days the wall has almost a thousand new comments.

Glückskind Nails slowly becomes a big player and trendsetter in the German Nail Art & Design industry. A true success story.

What We Are Doing For Glückskind Nails

Design and Technical Maintenance of the Blog

Glückskind Nails was impressed by our blog design and requested a similar design for its web presence.

Photo Contests Application for Facebook

One of the main attractions of Glückskind Nails were the weekly (now bi-weekly) nail design competitions on Facebook. Facebook was chosen as a channel to promote these contests virally. Within a very short time, however, it was clear that a Facebook app was a necessity:

• Hundreds of people started participating each week in these events. The amount of work has exploded.
• Facebook explicitly forbids contests, unless they are done within a separate app.

Neferty Solutions has developed a photo contests application that allows easy creation and management of these contests dramatically reducing the workload.

The application adds a social component to the competition: each user can “like” an entry, thus virally spreading the contest (and the community) among friends. Finally, after each contest is over, the app automatically creates a Facebook gallery and updates the all-time high-scores.

Glückskind Contests offers professional and amateur nail designers to show their designs and compete against each other on different topics. It has been one of the driving forces creating member loyalty.

Photo Tutorial Application for Facebook

Glückskind periodically publishes user-generated photo tutorials for nail design. During the last year so many tutorials have been provided, that Glückskind has decided to create an app to categorize these tutorials for its Facebook fans. Now each tutorial can be found easily within seconds directly on the Facebook page.

Daily Deals Application for Facebook

We are currently working with Glückskind Nails to implement a daily deals commercial application on its Facebook page. The main idea is to offer very limited deals to the nail design community (Groupon-style).

The application has a very comfortable backend for the administrator. Several deals can run simultaneously. Deals can be limited by time and amount.

This commercial app will go online soon.

Mobile App – Bringing It All Together

We are also working on bringing the community, the contests, the tutorials and the deals into the mobile space. Glückskind Nails will soon go mobile and be able to reach members and customers on-the-go.

What’s Next?

Glückskind Nails has become the technically most innovative player within the German Nails Art & Design industry. It is constantly creating new and exciting experiences for its members and investing in future e-commerce and m-commerce opportunities. We will continue working with Glückskind Nails and help it become the leader in its market.