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Challenge

After reviewing its strategy to engage and enhance Lifetime Value of its existing customers, Sephora decided to look to the top of the funnel and add a new customer acquisition solution that would generate proven traffic to close the acquisition, conversion and re-engagement cycle.

Solution

15 days after starting the Criteo Audience Match campaign, Sephora started an acquisition campaign with Criteo Customer Acquisition to generate qualified traffic to their site.

With the ideal user profiles identified from the retargeting and Audience Match campaigns, Criteo searched for similar profiles within the Criteo Shopper Graph, with the goal of finding and connecting with users who had never purchased on the Sephora website.

At the end of the first month of the campaign, the ARO (Adaptive Revenue Optimization) optimizer, which sets CPC bids according to a specific ROI goal, was also implemented.

How it works:

  • Sephora acquired new qualified users using the Criteo Shopper Graph.
  • Adaptive Revenue Optimization (ARO), a bid optimizer, was used to set CPC bids according to the ROI goal, i.e., the Criteo Engine began to analyze and understand the value that each bid would need to be set at to meet demand without sacrificing performance.
  • Machine learning technology with continuous learning enabled constant improvement of campaign performance.

Outcome

  • +1.7M unique users were reached with the Criteo Customer Acquisition campaign
  • 85% of unique users from the Criteo Customer Acquisiton campaign were subsequently engaged in the Retargeting campaign

“The intelligence gained through the retargeting and reengagement campaigns enabled us to determine exactly which user profile was right for us, which enabled us to use Criteo’s acquisition solution to reach these new customers and take them to our site.”

–Simone Sancho, Digital Marketing & CRM Executive, LATAM, Sephora

+1.7M

Unique users were reached with the Criteo Customer Acquisition campaign

85%

Of unique users from the Criteo Customer Acquisiton campaign were subsequently engaged in the Retargeting campaign