Freshly Cosmetics enjoys 8x ROAS from Black Friday campaigns
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.
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:
“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
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