Campanie
General Information:
Strategic approach:
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Context Sephora is eager to drive growth in a marketplace characterized by rapidly evolving consumer preferences and behaviors. With beauty enthusiasts seeking more personalized and unique experiences, anticipating and adapting to these shifts is crucial for maintaining a competitive edge. The ability to navigate these complex consumer dynamics is essential for Sephora to continue thriving. Engaging deeply with customers and adapting to their evolving needs will be key to safeguarding Sephora's market position and ensuring sustained success. Challenge 1. Low Awareness as a Sales Destination: Sephora is dealing with low awareness of its e-store across its digital channels among a diverse consumer base. Even though the brand is well recognized, many potential customers are not engaging with its online platforms as primary shopping destinations. This lack of awareness limits the growth potential of Sephora's digital sales channel at a time when increasing market share and retaining customers is crucial. 2. Increased costs: Sephora's expansive product catalog did not yield the desired online success due to suboptimal feed management within their Performance Max and Shopping campaigns. Poor data quality and insufficient granular control meant valuable customer opportunities were missed, resulting in lost conversions. At the same time, advertising budgets were being stretched by bids that didn't align with actual product performance. This scenario called for a strategic overhaul of feed management to fully achieve the potential of Sephora's campaigns and product catalog. For Sephora, extending its online presence isn't just about keeping pace — it's about standing out in a fiercely competitive beauty landscape. By maximizing the reach and effectiveness of its digital channels, Sephora can attract new customers, deepen engagement with existing ones, and ultimately, solidify its position as a leader in the beauty industry. Objectives Sephora aimed to: Achieve a 35% year-over-year increase of online sales Achieve a 50% year-over-year increase in conversions Achieve a 40% year-over-year increase in ROAS Approach Our approach was rooted in a dynamic, data-led strategy, understanding that simply trying to "out-spend" competitors in the fiercely competitive Beauty & Personal Care market wasn't sustainable. To gain a real edge, we dove deep into valuable data sources, recognizing that success hinged on understanding and targeting consumer intent. By leveraging insights from the Google Retail Index, we aligned our campaigns with real-time demand shifts, ensuring we were always a step ahead of the curve. To maximize the impact of our product catalog, we partnered with Producthero, a leading Feed Management and CSS provider. Producthero's algorithm allowed us to continuously refine our product listings, shining a spotlight on high-performing products that resonated with our target audience, while also boosting the visibility of hidden gems that weren't reaching their full potential. This data-driven, insight-powered approach enabled us to make smarter decisions, optimize in real-time, and ultimately, drive exceptional outcomes for Sephora. |
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