Using Performance Marketing on Social Media to Explore new Audience Segments and Drive Footfall in physical stores
L’Occitane is an award-winning beauty and cosmetics brand.
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.
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
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.