Through the identification of three distinct groups, we devised the following target audiences:
(1) Existing & Prospective Customers,
(2) Competitor’s Client Base, and the newly discovered
(3) Male Demographic looking for gift solutions.
Thus, we released 30 clusters of advertisements conveying unique messages throughout the campaign. Each carried a different CRM goal to satisfy the broad range of activations channels that catered to the needs of this elaborate campaign.
The accuracy of the data proved to be an integral part of success as Lancôme not only maintained the coveted No.1 position in the entire beauty sector but doubled their preceding year’s sales.