An always-on campaign helped a prestige fragrance brand achieve strong sales at Ulta Beauty
In-store sales will always be a core component of Clinique’s growth strategy, as store consultants are a vital part of the shopper journey. But, as one of the pioneers of omnichannel marketing, the global beauty brand has never been afraid to explore new online marketing opportunities.
Now, Clinique has gone one step further to build awareness for one of its latest beauty products. Clinique leveraged over-the-top (OTT) video advertising, a particularly effective strategy in India, which is one of the fastest growing video streaming markets worldwide.
Clinique partnered with Criteo to leverage OTT video advertisements, running exclusively on OTT app inventory, to drive awareness for their new Moisture SurgeTM 100H Auto-Replenishing Hydrator. The campaign took place on highly popular and wide-reaching Indian video streaming platforms such as MX Player, Zee5, Voot, and SonyLiv. The moisturizer is a ‘masstige’ product, focused on providing accessible luxury to millennial female shoppers in India who are busy juggling work, family, social obligations, and personal care.
Clinique chose Criteo’s commerce-focused OTT video advertising solution to access the power of Criteo’s database of 725M daily active users. This enabled the beauty giant to identify high-intent consumers who had shown interest in-market for their product category and competing brands.
Criteo helped Clinique identify and build an audience of shoppers who had browsed for premium “cosmetic products” in the past 90 days with a “high” product price range. Criteo was also able to help Clinique identify and target shoppers with “high” and “very high” purchasing power.
Criteo successfully managed to match these relevant shoppers across the four leading Indian OTT platforms with unified reach and frequency, using a 20-second video ad followed by a six-second version to non-clickers to build consideration.
The campaign successfully delivered nearly seven million impressions to over two million high-end and active cosmetic shoppers, achieving an engaging 81% view-through rate (VTR).
Priyanka Shah, Head of Planning & Buying at Isobar, the Dentsu-owned digital media agency which led the Clinique campaign said, “Our decision to work with Criteo on this Clinique campaign was an easy one. What stood out for us is Criteo’s shopper graph data which enabled us to help Clinique effectively reach shoppers with both the power to purchase and intent to buy their beauty products. Criteo’s access to top OTT inventory in India also helped us to easily scale and manage the campaign more efficiently from one dashboard.”
Clinique Sales Manager Rohit Monga added, “Given the promising results from this OTT campaign, we are excited to expand our partnership with Criteo and leverage their data-driven, commerce media solutions including OTT, web traffic and retargeting advertising campaigns to help us maximize results across the full funnel.”