Clarins grabs eyeballs and attracts purchases by going creative and technical with Yahoo DSP

At A Glance

Goal

Boost purchases for Clarins’ Total Eye Lift product from its official eCommerce site via hyper-personalised and tailored marketing strategies.

Solution

Deliver dynamic creative content by the affinity of the audience recognised by Yahoo DSP to maximise the clickthrough rates and purchase intent via the most efficient consumer journey.

Results

The final results beat the client’s overall cost per action (CPA) by 30 to 40%. The Total Eye Lift product average monthly sale grew by 38% compared to the period prior to the campaign.

Let’s talk about the challenge, Hong Kong style

The permeation of beauty brands and their multiple products, offers and features is a constant challenge for marketers in Hong Kong. Combined with consumers’ short attention span, it means that messages must be immediately captivating and offered at the right time and at the right place. As such, creativity and varying messages are not enough to engage and tickle the audience. So, Clarins' worked with Yahoo’s DSP on the brand’s first ever programmatically drive, DCO-enabled campaign.

Let’s talk creativity, Clarins style

To successfully target Clarins’ audiences of beauty mavens, consisting of women in the workforce and mothers, a series of dynamic banner ads were created, featuring the brand’s signature red colour. Additionally, the campaign included a buy-now button plus information in bullet points that were related to the eye cream’s efficacy alongside a close-up of the face; herbal formula complemented with an artwork of the bottle against a backdrop of flora and fauna. The popular campaign also included a wider shot of a model’s face.
Let’s talk about DSP, Yahoo style

In Yahoo’s DSP Dynamic Creative Optimization Templates, an audience segmentation becomes a data signal to trigger one of the above-mentioned ad versions to deliver the content based on every bid request. In this campaign, the DSP targeted five audience segments including entertainment gurus, working mothers, beauty mavens, frequent shoppers and Clarins’ fans.

Upon delivery, the individual’s interest affinity was paired with the respective message to optimise purchase intent. For instance, when a bid request is sent and the Yahoo DSP identifies the audience as a “frequent shopper” who might be interested in discounts, the system will then show him or her ads with special-offer messages to lure him or her to click.  After clicking the ad, it will bring him or her to Clarins' eCommerce site to learn more or make a purchase. Ben Kwan, CEO of UM (HK&TW) commented on the campaign performance, “Reaching audiences in this fast changing market landscape was the top priority for the campaign. Together with Yahoo, our team worked closely with Clarins to deliver their first ever programmatically driven, DCO-enabled campaign to deliver results that outperformed the CPA target by 30% to 40%. We were encouraged by the results and this collaboration exemplifies the optimisation potential when combining technology with strong audience strategy."

Moreover, the campaign archived a solid business result with the Total Eye Lift product average monthly sale grew by 38% compared to the period prior to the campaign.

If you are interested in Yahoo DSP solutions, reach out to your Yahoo sales representative or email ad.enquiry.hk@yahooinc.com.

This article is sponsored by Yahoo.