Agency Helps Brand in Reducing Cost-per-Engagement (CPE) by 90% and Grows 8x Faster than Market Leaders During Hair Care Promotion
Malaysia, [July 24th 2015] L’Oréal Paris, the world’s leading beauty brand, has partnered with digital agency Lion & Lion and agile marketing company Skai to boost its digital marketing strategy and brand awareness efforts by implementing an integrated social advertising program on Facebook.
The aim of the newly launched campaigns was to drive customers to a variety of retail outlets that sold its hair care products. Recently, the brand’s social advertising efforts focused on promoting L’Oréal Paris to consumers of hair care products where prices were still competitive after the implementation of Goods and Service Tax (GST) in Malaysia. With multiple brands and categories, and a short deadline to launch, it was vital the social campaign was activated efficiently.
Lion & Lion managed a cost-effective deployment of video ads on Facebook, targeting consumers who were more likely to convert and purchase L’Oréal Paris hair-care products through the utilization of Skai’s Infinity suite. The targeted approach to the hair care promotion campaign paid off. The program saw click-through rates (CTR) increasing by 118% and the number of actions increasing 140% compared to the previous month, demonstrating a strong boost in brand awareness and engagement to substantially over deliver on all KPIs.
For this campaign, L’Oréal Paris achieved a 20% lower cost per video engagement (CPV), 80% lower cost per thousand (CPM), and a reduction in the cost per engagement (CPE) by 90%. The results indicated the quality of targeting and superior optimisation of the ads.
“For us, performance and efficiency are key”, said Mr. Hugh Batley, Managing Partner at Lion & Lion. “We were excited about the ease of reporting within Skai as this made our discussions on optimisation more fruitful. By deploying social advertising on Facebook using a mix of organic and advertising efforts, we made sure that we had a strategy that found the best consumers, which is a winning proposition for any brand. We were delighted to have achieved our target metrics and deliver strong results for L’Oréal Paris”.
Batley also added, “the time efficiency our team has achieved in campaign creation and building audience insights has boosted the quality of L’Oréal Paris’ Facebook program strategy. Ultimately, this enabled us to help L’Oréal Paris outpace the market leader by 8x more sales based on results from April 2014 vs. April 2015, despite the hair care market being in decline.”
With a constant and steady rise in Facebook video engagement across Southeast Asia, Lion & Lion were quick to take advantage of the opportunities that could assist L’Oréal Paris in managing their online campaigns. Through utilizing intelligent technology, sophisticated campaign management and KPI-driven frameworks, Lion & Lion has continued to energize L’Oréal Paris’s online initiatives.
“We believe we will see more social advertising campaigns that deploy sophisticated automation and audience management as marketers become more engaged in the possibilities of building their brands on social platforms,” said Daniel Mourad, Skai Southeast Asia director. “L’Oréal
Paris has proved that if you invest in the right tools and strategy you can create a highly successful digital campaign.”
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Skai is the global leader in agile marketing. Brands, agencies and developers use the Skai Infinity Suite to direct nearly $350 billion in annualised client sales revenue through search, social, mobile, and display advertising. Skai is the only Facebook Marketing Partner with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu and CityGrid. Skai powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, Havas Media, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
Skai brand and product names are trademarks of Skai Ltd. Other company and brand names may be trademarks of their respective owners.
About Lion & Lion
Lion & Lion is a full service digital agency operating in the SEA region and were recently accorded two Gold Awards at the 2015 A+M’s Agency Awards for Search Agency of the Year and Social Agency of the Year.
Delivering measurable ROI-based digital marketing campaigns, seamlessly integrating creativity, technology and execution with research and data-driven insights is what Lion & Lion does best. With operating offices in Kuala Lumpur, Singapore, Hong Kong and Jakarta and a prestigious growing portfolio of clients including L’Oréal, IKEA, FWD Insurance and Compare Group Global.