MUMBAI: Isobar India, a digital agency from the Dentsu Aegis Network stable, has collaborated with Bobbi Brown to launch its Primer Plus collection that focuses on weather-related skin concerns.
As shared in a press statement, 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 per cent - twice the industry average. This initiative contributed to over 54 per cent 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,” read the statement.
Speaking on the launch of the campaign Isobar India senior director – mobile Priyanka Shah 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 of the campaign, Bobbi Brown India marketing manager Rishabh Kachchhy 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!”
