Case Study
L'Occitane en Provence
Background
Country
Singapore
Service
Performance Marketing
Industry
Beauty
Platform
OBJECTIVE
Using Performance Marketing on Social Media to Explore new Audience Segments and Drive Footfall in physical stores
ABOUT L'OCCITANE
L’Occitane is an award-winning beauty and cosmetics brand.
THE CHALLENGE
We launched their Facebook and Instagram ads to help them explore untapped market segments, drive foot traffic to their retail stores and scale up their media spend while improving their return on ad spend.
Our Strategy
1
Data-backed audience targeting
optimization
Data-backed audience
targeting optimization
We improved always-on campaign targeting framework. We uploaded offline customer data for retargeting purposes
2
Fixed campaign structure
to improve scalability
Fixed campaign structure to improve
scalability
We restructured the campaign funnels adding more detailed levels to deepen our AB testing possibilities.
3
A/B Testing
We implemented a fixed AB Testing framework with a more scalable and flexible structure. One of the key aspects in our methodology was to understand the language and messaging that resonated the best with the targeted audiences, depending on their segment, funnel level and product knowledge.
For example, male audiences preferred a straight to the point messaging that gave them a quick and easy solution for gifting..
For female audiences who were new to the brand, they had to be educated much more and inspired by the different value propositions of different types of products
4
Hi-iQ integration
Using our data from our Hi-iQ database, we were able to identify highly engaged users who are more likely to make a purchase action and fed it into our Facebook ads. This allowed us to remarket products to users who are highly likely to convert and improve our overall ROAS. With this data, we were also able too create a Facebook Lookalike audience of this list as well to prospect for new customers more efficiently.
The Result
+
0
%
ROAS
-
0
%
Cost per Conversion
+
0
%
footfall in store
THE WINNING APPROACH
Focus on Influencer Marketing
For the Malay market, we utilized Malay KOLs who had values and beauty routines that resonated well with the
audience. This segment of audience was known to only support KOLs that had good public standing and
respectable reputation. Knowing this, micro KOLs worked as well for this market.
We also AB tested the length of the copy; longer form worked better with repeated CTAs in the copy.
Highest
Engagement
Engagement
Lowest Cost
per Purchase
per Purchase
Highest Return
on Ad Spend
on Ad Spend
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