Case Study

Beauty Company Converts Online Browsers into Offline Buyers

Click-to-Mortar Initiative Reaches Goal Halfway Through Campaign

Summary:
A major beauty brand running a promotional gift-with-purchase campaign with a retail partner wanted to reach women online and drive them to buy in specific stores, in select local markets.

A combination of demographic, behavioral and Human Values Targeting enabled the promotion to reach its goal halfway through the campaign.

Objective:

A major beauty brand sought to reach women aged 35-64 with an affinity towards its own brand attributes, and drive them into the stores of a specific retail partner in select local markets for a gift-with-purchase promotion. The promotion would run for three weeks, and the advertiser hoped to sell out of the GWP within that timeframe.

Strategy:

Resonate Networks combined demographic and behavioral data with our proprietary Human Values Targeting to create a custom audience profile for the advertiser. The highly-specific audience was comprised of women aged 35-64 who:

• Live in DMAs in proximity to the retail stores participating in the promotion,
• Shop for products that make them feel attractive,
• Are brand shoppers but still enjoy finding a good deal,
• Have shopped at high-end department stores and purchased makeup online or offline in the past three months, and
• Have searched for cosmetic-related keywords online.

Resonate Networks created a media plan consisting of sites with high concentrations of women within the target profile and served ads directly into the premium inventory on these sites.

Results:

The accuracy of the campaign allowed the advertiser to drive an exceptionally high response rate, and the participating retail partner sold out of the gift-with-purchase halfway through the scheduled 3-week promotion.

The advertiser also made some eye-opening (and potentially budget-saving) discoveries about the media preferred by their target audience. They learned that their customers were found more commonly on Ellen Degeneres’ website than Oprah’s, and on WomensDay.com over The Today Show’s site.