Holiday Digital Display Activation
Coty is a leading marketer of mass & prestige fragrances. The Christmas “gift-giving” period represents the largest season for sales, profits, and brand trial. In recent years, various factors have negatively impacted overall performance.
Coty needed to amplify the “fragrance is a great holiday gift” message to their target audience along with a meaningful purchase incentive.
The agency recommended a multi-tiered effort featuring “outbound” and “inbound” activation platforms targeted to the female 25-49 age gift purchasers. Both delivered an engaging “gift giving” message along with a strong incentive to drive purchase.
The outbound effort centered on a digital campaign utilizing an extensive set of targeting filters. A variety of messages were featured on various fragrances along with a $4.00 coupon. The campaign was optimized daily to identify the most effective & efficient combination.
The inbound effort employed a mobile savings program to capture and convert high potential prospects. An “engagement” phase encouraged shoppers to interact with various brands either with product based fun facts, videos, or helpful hints. This was followed by a high value rebate offer.
The strong performance results were tracked through a series of metrics including: digital impressions, click through rates, coupon printing & redemption rates, digital “source of visitor” tracking, new versus current users identification, demographics, and cost per unit moved measurements.
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