A fully optimised, multi-channel digital roll out delivered exceptional results.
Eau Thermal Avène knew exactly who their customers were, they were just having trouble reaching them. Wishing to promote their existing skincare range as well as a host of new SKUs, the beauty brand turned to the Sagittarius team for help.
Following on from our in-depth keyword analysis and target audience research, we created a series of ads and landing pages to educate customers, not just about the products but also the problem they would solve, namely how best to protect against sun damage and premature ageing. Once we had this engaged traffic, we retargeted to the main online stockists of Avène, Boots.com. The campaign was supported by an in-store and online offer of Buy One Get Second Half Price (BOGSHP) to encourage trial across the range.
year-on-year growth in sales achieved
year-on-year growth in orders
impressions achieved across channels
Native Traffic: to provide the brand with a presence across premium online publishers, helping to get in front of new audiences and raise the brand’s profile.
Facebook (Custom Audiences): to raise awareness amongst lookalikes of existing customers, as well as cross-sell to custom audiences within the range (for example, customers of Avene's Cleanance Cleansing Gel were served ads for the Cleanance Suncare as a likely product of interest).
Instagram: Carousel and Slideshow ads were used to showcase the range and test engagement levels between ad formats.
Programmatic Display: Programmatic display was used to effectively serve awareness raising ads to a highly relevant audience, based on pixel placement 2 weeks prior to the campaign going live.
Facebook (Retargeting): Collection ads were served across Facebook to the most engaged audiences from each of the above channels to form phase 2 of the campaign. This more tactical ad format enabled us to reinforce the message and drive highly engaged traffic on to the next stage of the customer journey - purchase.
Paid Search (Prospecting and Retargeting): Prospecting and retargeting ads were used in paid search to scoop up the bottom of funnel traffic searching for the brand, product and generic terms (such as “suncare for sensitive skin”), directing them straight to Boots.com to buy and heavily promoting the limited time BOGSHP offer to motivate purchases.
We briefed Sagittarius to deliver an integrated digital campaign to promote our Sun Care range in summer 2018. Their strategic approach has helped us to increase awareness of the brand and product range among our core audience and activate new customers - an important factor in our overarching mission to grow market share in this category
They have built upon the success of previous campaigns to deliver a solution that has created real tangible impact to our business, with sales increasing 36% YoY during the campaign. Sagittarius bring a wealth of digital knowledge that means we are constantly able to explore new, measurable routes to reaching our customersCharlotte Heckford, Marketing Director - Pierre Fabre Dermo-Cosmétique
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