This captivating direct mail campaign was designed to invite print managers to attend a special launch event. A remarkable 57% of those invited actually attended!
Educating the client and implementing a holistic personalised marketing campaign were critical factors towards the incredible success of this ongoing campaign.
Long-time client Maybelline New York needed to improve loyalty in its cosmetics business, where consumers tend to use multiple brands for their range of makeup needs.
To meet Maybelline’s challenge a campaign was developed called “B2Me™” – direct marketing that applies deep personalisation and content marketing to create relevant messaging based upon rational, emotional, physical and relational characteristics. The campaign goals: educate consumers about choosing and using cosmetics, and recommend which Maybelline products best suit them, based upon their physical characteristics and makeup personality.
Technology continues to transform the digital landscape for marketers. It offers more ways for us to get closer to consumers, understand their needs, and build stronger relationships with a broader range of stakeholders than ever.
Rob Morrison explains cognitive computing and how, when combined with data, it can be used to predict consumer preferences, maximise customer experience, and more.