Case study: Maxfactor (Coty) & Publicis Groupe

MaxFactor – Coty & Publicis Groupe

Brand challenge

  • Max Factor wanted to increase market share and stimulate trial for a new mascara launch. But they were facing challenges in consumer and mobility changes, driven by insecurities and government restrictions caused by COVID.

  • With the help of Blis, Max Factor pivoted into digital brand experiences delivering growth for the brand.

Highlights

55.1%

increase in store visits

 

Solution

We used historic and real-time targeting strategicies to enable COTY to effectively increase purchase intent by driving relevant consumers into stores.

Historic: served ads to curated audiences that had visited selected beauty stores and pharmacies within the last 13 months.

Real-time: used location data to target consumers in close proximity to a relevant store, as well as continuing to deliver content once they had returned home.

Campaign snapshot

The main objective was to drive people into selected beauty and pharmacy stores.

Results

Store visit rate and uplift above the category benchmark.

0.33%
CTR (benchmark of 0.30%)
422.515
Unique devices tracked
22.99% store visit uplift
9,013 Unique Store visits
2.14% Store visit rate

COTY achieved a 55.1% increase (vs control) in store visits using the Blis Platform. Max Factor’s campaign achieved an ROI of €0,62 – 50% higher than the benchmark.

Key takeaways

The historic targeting strategy was the most successful at driving consumers into store, with the highest visitation at 3-4pm.

 

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