Benefit Cosmetics is a leading cosmetics brand in Malaysia that has managed to maintain a strong online presence by translating the essence of their brand across all digital platforms. While they had established comprehensive digital reporting to track online activities, there was further opportunity for growth through improved execution, optimization, and measurement against key data points. Purpose/Built was engaged as a strategic partner to help continue building their brand and drive growth through successful execution and tracking of specific Key Performance Indicators (KPIs).
Understanding that the strength of Benefit’s brand was a huge advantage in the marketplace, we leveraged their unique brand voice to strengthen a data-driven solution focused on both new customer acquisition as well as retention of existing customers.
Purpose/Built partnered with the Benefit team to create a digital ecosystem to increase the effectiveness of marketing communications, and monitor and measure against clearly defined KPIs. We created a targeted media buy aiming at direct response, optimizing results to ensure Benefit maximized their online conversions throughout the campaign. When it came to targeting their existing customer base, we executed sponsored promotions via email, text and retargeting to ensure each customer was receiving local content directly. This helped to establish a more personal relationship with their digital community and allowed us to effectively measure our communication efforts against cost per acquisition and conversion rate.
Benefit Cosmetics has become one of the top performing digital companies in Malaysia, and has met or exceeded their yearly targets since engaging us as their strategic partner. As a result, they have increased their market share and have solidified their position as a leader in the saturated cosmetics market.