Benefit Cosmetics has an established and comprehensive digital report that tracks their online activities, but where there was an opportunity for growth was in execution, optimization, and measurement against those data points.
Benefit is one of the leading cosmetic brands in Malaysia and has managed to maintain a strong online presence while staying true to their brand essence.
They were looking for a strategic partner to help continue building their brand and track success based on specific KPIs that contributed to their yearly growth strategy.
Purpose/Built partnered with the Benefit team to create a digital ecosystem in order to increase effectiveness of communications, and monitor and measure against clearly defined KPIs. We leveraged their unique brand voice and tailored our approach to focus on acquisition of new customers, as well as retaining of existing users.
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 either 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 amongst their competitors in the saturated cosmetic market.