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

+

%

ROAS

-

%

Cost per Conversion

+

%

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.