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AdBright advertising has provided digital advertising technology services to 800 customers in e-commerce, travel, FMCG, gaming and other industries, including many cases in the beauty industry. Below, we list two cases of information flow advertising in the beauty industry for your reference!
1. MARUBI·Brand Beauty
Brand background: MARUBI, China's leading skin care company, has the world's largest eye skin research center. It has more than 1,000 department store counters and more than 15,000 boutique franchise stores in China. It is a well-known trademark enterprise in China, one of the top 500 most valuable brands in China, and one of the top 100 beauty products companies in the world.
Marketing pain points: Beauty is an industry full of youth and vitality. Marumi hopes to have a better dialogue with the audience in a way that young people like. Through the popularity of "Flowers and Boys 3", with the help of Song Zuer birthday node to achieve brand promotion.
Delivery effect: 6,000,000 exposures were completed within three days, the interaction cost was always less than 0.3 yuan, and the customer's cost requirements for CPM were exceeded beyond expectations.
Optimization strategy: The characteristics of Weibo users are very consistent with Marubi’s brand tone. The double-edged sword of celebrity live broadcast is the key to making Marumi's Weibo promotion stand out from information flow advertisements.
During the advertising process, we took "Hua Shao" and Song Zuer's Weibo fans as the target audience, established interests and designated accounts for AB testing, and found out the dimension settings with better interaction. The network environment was locked to wifi. Greatly improve the live broadcast click-through rate. The recommendation model based on celebrity reputation combined with best-selling single products has greatly increased the attention of the Marubi brand during the advertising cycle.
2. Watsons Lettuce Beauty Shopping APP
Brand background: Watsons Lettuce, the official APP of Watsons, is a beauty Q&A shopping platform that better understands young girls. Different from complicated instruction-style beauty tutorials, Watsons Lettuce provides a one-stop solution to beauty problems for beauty-loving girls through simple and interesting beauty videos, expert one-on-one video Q&A, and big data product selection exclusively for young girls.
Marketing pain points: Currently there are many apps on the market that focus on beauty tutorials and experience sharing, but the tutorials are complex and the content is general, making it difficult to meet the personalized needs of young users. Watsons hopes to combine its product advantages of guaranteeing authenticity and fast logistics with offline senior beauty consultants to create a "new retail" ecology and achieve the goal of brand promotion.
The delivery effect: the activation cost is reduced by 82.5%, the conversion rate is increased by 63.2%, and the total exposure is 454W.
Optimization strategy: Promotional materials focus on hot sales, copywriting strengthens the Watsons brand, and is matched with exclusive APP benefits such as “50% off single product”, “9 yuan 9 free shipping”, “limited time sale”, etc., successfully attracting Attention female users with tags such as beauty, shopping, fetish, etc. Make full use of Weibo matrix accounts to trigger social brand promotion and marketing fission, achieving one-stop improvement in APP downloads, Weibo interactions, and purchase conversions.
The above two information flow promotion cases in the beauty industry both reduced the activation cost to less than 50, and were well received by customers. The AdBright programmatic buying platform relies on big data mining and artificial intelligence learning algorithms, combined with efficient real-time bidding algorithm architecture and accurate multi-dimensional crowd portraits, to provide advertisers with professional and efficient intelligent marketing decision-making management and solutions.