Isobar India, the digital agency from Dentsu Aegis Network, has collaborated with Bobbi Brown to launch its Primer Plus collection that focuses on weather-related skin concerns.
Targeting a group of consumers with specific skin concerns caused by adverse weather conditions was identified as an opportunity to conduct personalised marketing in a deliberate manner to boost sales. Isobar deployed dynamic HTML5 banners, which captured critical weather data from device level sensors available on smartphones of in-market consumers. Using a real-time weather API, this data was then cross-stitched with the dynamic content that is consumed by women who exhibit high affinity towards beauty, luxury shopping, fashion, etc. With the help of a custom-made machine-learning algorithm, Isobar mapped various combinations of weather and skin conditions to the right primer. The banners, thus, showcased the apt primer for a specific skin type and weather condition, helping users to choose the right product even before buying it from a store.
The campaign garnered an impressive view rate of 32% - twice the industry average. This initiative contributed to over 54% of the overall sales via store walk-ins (the call to action to the dynamic campaign). Overall, the promotion push lead to 8X times sales uplift compared to the previous month.
Speaking on the launch of the campaign, Priyanka Shah, Senior Director - Mobile, Isobar India stated, “Relevance and personalisation is the all-time marketing mantra. Consumers appreciate ads that are tailored to address their interests and shopping habits. In addition, personalized ads also have the potential to lift sales and increase campaign ROI. This is particularly true in campaigns that leverage individual-level data.”
Speaking on the success and impressive results of the campaign, Rishabh Kachchhy Marketing Manager - Bobbi Brown India said, “Using insights of the core features and benefits from the product, the team identified an opportunity to connect our new Primer Plus Collection with a direct benefit link with the weather. The real-time marketing campaign they developed tied in very well with generic skin concerns every Indian woman faces linked to weather conditions. The unique communication angle they executed linked directly to hero benefits and helped drive our key challenges with the product - awareness, education and of course amazing sales!”
Senior Director Media - Prachi Karan
Associate Director Business - Amrita Pardeshi
Media Team: Swati Viswanathan, Swathi Srinivasan, Mohammad Bangi, Aishwarya Bakre, Allywn Johnson & Caesar Creado
Art: Nikhita Sancheti & Mayuri Hukeri
Copy: Amrita Dey & Abhimanyu Rathore
Technology Team: Amul Malusare, Harshad Kulkarni, Pratibha Bale & Rakesh Purohit