With strategic planning divided into stages, the company guaranteed good results and public engagement
In mid-2021, the MAC Cherry Blossom collection was about to be launched and cosmetics manufacturer MAC identified the need to find a new method to attract new audiences, generating more visibility for upcoming products. In the same period scheduled for this launch, was the commemorative date of Mother's Day. The idea then arose to combine the events and suggest the collection as a gift for mothers. Furthermore, the idea was to transform communication into a hybrid, addressing not only physical stores, but also the brand's digital channels, carrying out a cross channel with specific campaigns to encourage the public, as the country was still under restrictions due to the Covid.
Bearing in mind the objectives of increasing sales, starting a new form of consumption for customers, who could make their purchases on different channels and guaranteeing a well-known publicity of the limited collection, “Plusoft DTM collected important data from the brand's customers, bringing a more detailed view of their consumption habits and their relationship with the brand, generating insights that resulted in the choice of an efficient approach and an assertive strategy to reach those who were already inclined to make a purchase” says Fagner Aires, project director and Plusoft DTM operations.
Implementation and strategic planning
Together with Plusoft DTM, MAC built a campaign with a segmented audience, prioritizing customers who already had a history of purchasing products aligned with the launch, such as special collections made in partnerships with prominent personalities and brands and launches of all other brand products.
The strategy was divided into three stages: the pre-campaign, which was a warm-up for the announcement of the products that were about to be launched; the campaign itself, which lasted around 30 days, and sent targeted communication via SMS and email to the target audience; and post-launch, where promotions were sent for some of the products from the limited Cherry Blossom collection.
“In 2021, when we carried out the campaign, the market was still resuming its activities. So, it was a challenge for MAC, which has a large number of physical stores, and a high volume not only of sales, but of experience and customer relationships, through these stores, to think of a strategy to bring all this experience for the website and for online purchasing, changing consumer behavior”, says Karina Araújo, Digital Commerce Marketing (DCM) manager at Estée Lauder.
“Plusoft DTM brought a different way of looking at this segmentation, which allowed us to focus much more on engaged customers and our communication relied heavily on cross selling”, comments Fernanda Thomaz, CRM coordinator at Estée Lauder.
Results obtained
The action was a success. Seven percent of purchases took place through customers impacted via email and 6.5% via the SMS campaign. Compared to the previous year, the company achieved an increase of 12% in revenue.
Sales related to the approached customers achieved an ROI of 24.5, representing 13.3% of the brand's total revenue during the action period.
Consumer behavior also underwent changes after this launch, with 8.3% of customers migrating to the hybrid purchasing model. Those who did not participate had a rate of 7.8%.
“This is an exceptional number, and when we talk about profit, it was a significant figure that surprised us positively. The campaign brought a new perspective to us and the way we deal with our audience, to keep them engaged and guarantee good results in launches”, concludes Fernanda.
About MAC Cosmetics
MAC Cosmetics, a professional makeup brand and cosmetics manufacturer, began its activities in Toronto, Canada, in 1984. Currently, the brand reaches more than 90 countries. The company is inclusive, diverse and prioritizes freedom of expression through makeup, which can be used by people of all ages, ethnicities and genders. With a strong social nature, MAC created the MAC AIDS Fund more than a decade ago, which works in favor of people with HIV AIDS, and with the Viva Glam campaign it has already raised more than 340 million dollars in favor of combating the virus , with stars like Lady Gaga as its spokesperson.
