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SCIENCE AND ARTEmbracing data & technology to improve advocacy & storytelling
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DISCOVERY ADVOCACY
ACQUISITION
CONTENTSHOW WE’VE LEVERAGED DATA AND INSIGHTS TO DRIVE GROWTH
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OUR STORYAUSTRALIAN 100% NATURALLY DERVIVED & CRUELTY FREE COSMETICS BRAND EXPANDING GLOBALLY
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OBJECTIVE IS GROWTH
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ADVOCACY TO FUEL ORGANIC GROWTH
TO GROW YOU NEED HAPPY BADGERS THAT SPREAD THE WORDWHICH NEEDS ADVOCACY
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DIGITAL CUSTOMER VALUE PROPOSITION FOCUSED ON DELIVERING AN EXCELLENT CX WITH GREAT VALUE, SERVICE, AND FULFILMENT
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FUELLING ORGANIC GROWTH12 STEPS TO CUSTOMER EXCELLENCE WITH DEDICATED STRATEGIES FOCUSED ON EACH
Discover
Experience
Convert
Delight
Learn
Resolve
Continue
Replenish
Extend
Participate
Engage
Advocate
Discover our brand story
Experience our products by sampling & trying them
Convert to being a customer, making a first order
Delight in their experience with us
Learn how to use each product and achieve key looks
Resolve any issues quickly and easily
Continue to shop with us taking advantage of the loyalty program
Replenish their products before they run‐out
Extend their range by discovering complimentary products
Participate in shaping our products & service
Engage with our community of likeminded customers
Advocate our brand by sharing with friends & family
“Everything else is art”
‐ Roger Peng & Elizabeth Matsui
“Science is knowledge
which we understand
so well that we teach
it to a computer”
‐ Donald Knuth
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1. DISCOVERY
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MESSAGE HIERARCHY TESTINGDATA AND CUSTOMER LED APPROACH TO HIERARCHY OF KEY BRAND STATEMENTS
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CUSTOMERS PREFER ORGINAL STATEMENTSOUR CUSTOMERS PREFER NATURAL & CRUELTY FREE STATEMENTS OVER PERFORMANCE MESSAGING
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TWO CLEAR GROUPS
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VOICE OF CUSTOMERIMPLEMENTING PROCESS TO PLACE CUSTOMER FEEDBACK & PARTICIPATION AT THE HEART OF DECISION MAKING
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OUR MODEL BEGINS
CUSTOMERDATA PLATFORM
WEBSITE
DATA LAYER
ZAPIER
TAG MANAGEMENT/JAVASCRIPT
STORAGE
ZAPIER
CUSTOMER VOICE
CUSTOMER SERVICE
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2. CUSTOMER ACQUISTION
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ORGANIC GROWTH
…with a little help
FULL JOURNEY ACQUSITION & SEQUENTIAL TARGETINGDelivering 10.7m partial and 1.6m full video views plus a further 72 sequentially targeted impressions (video & ads) to
keep us front of mind for those that chose to watch the video all the way through.
1.6m full views of TVC on Facebook from 4m people with
10.7m partial views and 3 impressions per person
Video AdsShowing additional 3 brand
videos on cruelty free, free from, and 100% naturally derived to every website visitor on FB and YT with 12 imps per person
Video RemarketingServing another 13 product ad impressions to website visitors based on what they browsed
FB Dynamic Product
Targeting the 1.6m full video viewers with 16 additional ad impressions each to drive brand
site visits
FB RemarketingShowing an average of 30 banner ad impression across the web to
every site visitor
Display Remarketing
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4
1
2
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CONTENT IS CONSUMED DIFFERENTLY ON MOBILE & SOCIALTRADITIONAL TV STORY TELLING DOESN’T WORK ON MOBILE
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LEAD WITH KEY MESSAGETHIS MAXIMISES EXPOSURE TO 10X THE AUDIENCE AND GETS HIGHER VIEW THROUGH
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RESERVE LOGIC FOR MOBILE & SOCIAL TYPICALLY GET 10X MORE EXPOSURE OF THE FIRST 3 SECONDS THAN LAST 3 SECONDS.
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SUPER CHARGES OPTIMIZELYDoes retargeted display work?
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SUPER CHARGES OPTIMIZELY
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SUPER CHARGES OPTIMIZELY
11.8% uplift breaking even against GP
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14.1% uplift until sale period dropping to 7.7%
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LOWER COSTS WITH DSP TESTING TO SEE IF WE CAN GET MORE PERSONALISED CREATIVES AND BETTER PERFORMANCE
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OUR MODEL EVOLVES
CUSTOMERDATA PLATFORM
WEBSITE
DATA LAYER
ZAPIER
TAG MANAGEMENT/JAVASCRIPT
STORAGE
ZAPIER
CUSTOMER VOICE
CUSTOMER SERVICE
SOCIALADVERTISING
RETARGETING
CONNEC
TOR
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3. ADVOCACY
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CONSIDER CUSTOMER MOVEMENT
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2. AVOID THE TYPICAL DISJOINTED EXPERIENCE
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AVOID THE TYPICAL DISJOINTED EXPERIENCE
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MARKETING CLOUD AMBITIONSWithout the blue sky budgets
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WE BUILT OUR OWN MARKETING CLOUDUSING THE SPECIALTY SOLUTIONS FOR EACH JOB
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PERSONALISATION ACROSS ALL CHANNELS AUTOMATED LIFECYCLE MARKETING PROGRAMS TO IMPROVE RELEVENCE
Continuing the same messaging on the website to each segment based on their
journey stage
Email On‐siteOff‐siteExtending the reach to target customer segment via display, social, and mobile
Mobile friendly automated replenishment reminders, advice, and cross sells
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LIFECYCLE CAMPAIGNSAUTOMATED AND PERSONALISAED COMMUNICATION (EMAILS & ONSITE) WHEN RELEVENT AT EACH STAGE
Newsletter Sign UpTrigger to automatically start program
They fall into a ‘prospect welcome program’ designed to build brand engagement and drive first order conversion
Service FeedbackSending after they’ve received their orderChecking everything was okay with their capturing NPS
LearnSent the day after the product lands Providing them with links to video and content on how best to use that product
PurchaseOrder confirmation and trigger to start program Once we’ve successful acquired a new customer making their first purchase they’ll fall into that ‘products lifecycle program’
01 02 03 04
Product Feedback 2 weeks after they’ve had the productAsking them to review and provide feedback on the product
05Cross Sell3 weeks after they’ve had the productIntroducing complimentary products to the ones they purchased
06Replenish2 weeks before the typical lifespan period has expired for that product Incentivising them to re‐order “don’t run out, get 10% off”
07Customer Satisfaction1 week after replenishment emailAsking customers to complete customer satisfaction surveys so we can learn and improve
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SUPER CHARGES OPTIMIZELY
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POWERS UP MANDRILL & MAILCHIMP
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OUR MODEL EVOLVES
CUSTOMERDATA PLATFORM
WEBSITE
DATA LAYER
ZAPIER
TAG MANAGEMENT/JAVASCRIPT
STORAGE
ZAPIER
CUSTOMER VOICE
CUSTOMER SERVICE
SOCIALADVERTISING
RETARGETING
CONNEC
TOR
SEARCH
ONSITEA/B TESTING
CONNECTOR
AUDIENCE DATA STORAGE
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INSIGHTS
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UNLOCKING OUR DATANEEDED A WAY TO LIBERATE, EXPLORE, AND ACTION OUR DATA FROM DISPERATE SOURCES
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DASHBOARD AND REPORT CONSOLIDATIONCONSOLIDATED ALL DATA IN CONSOLIDATE ALL ONGOING REPORTS INTO A SINGLE TOOL
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A CLEAN VERSION OF OUR DATA FLOW
CUSTOMERDATA PLATFORM
WEBSITE
DATA LAYER
KINESIS
STORAGE
RETARGETING
REPORTSDASHBOARDSINSIGHTS
SOCIALADVERTISING
SEARCH
ONSITEA/B TESTING
CUSTOMER SERVICE
CUSTOMER VOICE
TAG MANAGEMENT/JAVASCRIPT
CLIENT SIDE EVENTS, COOKIE SYNCING
AUDIENCE DATA STORAGE
CONNEC
TORS
, WEB
HOOKS, A
PIs, ZAP
IER
AD HOC ANALYSIS TOOLS &
LANGUAGESSDKs
DATABASE CONNECTION
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OUR CURRENT VENDORS AND TECHNOLOGIES
DATA LAYER
KINESIS
TAG MANAGEMENT/JAVASCRIPT
CONNEC
TORS
, WEB
HOOKS, A
PIs, ZAP
IER
SDKs
DATABASE CONNECTION
CLIENT SIDE EVENTS, COOKIE SYNCING
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WHAT IMPACT?
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HIGH ADVOCACY (NPS & CES)
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QUICKER REPEAT PURCHASELIFECYCLE MARKETING AND LOYATY INITAIVES HAVING A VISIBLE IMPACT
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4x GROWTH OF ACTIVE CUSTOMER BASEWE CAN NOW SEE THAT OUR ACTIVE CUSTOMER BASE HAS DOUBLED AS WELL AS MONITORING CHURN
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3x GROWTH OF SALES WITHIN A YEARWITH EFFORTS RESULTING IN THE MAJOR GROWTH IN ONLINE SALES WE WERE HOPING FOR
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THE ROAD AHEAD
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NEW TOOLS
CLV & CUSTOMER COHORTS
TEST & ITERATE
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CONTENTSTHE WHY, WHAT, AND HOW OF OUR JOURNEY WITH DATA & PERSONALISATION
NEW REGUALATIONS
DIGITAL STRATEGYOCTOBER 2015
ANY QUESTIONS?
