The mobile strategy at the service of Lierac Beauty Week
AdKaora has developed a strategy for Lierac that, integrating perfectly the mobile experience with the offline one in the physical point of interest, was able to increase the brand awareness and the participation to the promotions during Beauty Week initiative, thanks to the combination of Pass2Ngage and Find&Go proprietary technologies.
40 years of innovation at service of the beauty
Since 1975, Lierac Paris Laboratories put the innovation at service of women’s beauty, applying the most original scientific advances to cosmetics, developing a true ecosystem of innovation in their internal research laboratories and forging collaborations with experts in most important French research centers. An avant-garde vision, which has the ambition to offer women effective dermocosmetic treatments for face and body, real “beauty drugs”.
Bring target prospect clients to the pharmacy
Lierac wished to intercept prospect in target clients and near the pharmacies, involved in the “Beauty Week” promotional initiative, and go to the nearest one, visiting their corporate website first. “We try to be always attentive to innovations that can bring added value to our pharmacies and to our consumers, always being careful to converge online and offline. In this context, AdKaora proposal seemed to be in line with this vision and proved to be effective according to our expectations. We believe it is a first step in a path of digital innovation of our business “, says Claudia Melzi, Marketing Director of Ales Groupe.
Pass2Ngage and Find & Go: Download the coupon and go to the store
The need to involve potentially interested users near selected points was met through an adv planning with HakaMobile in geo-fencing around 3000 participating pharmacies, with a range from 1 to 5 km depending on the area and a time coverage pre and during the promotional period. To increase the appeal of the initiative and create a customer base, linked to the campaign, we have integrated our Pass2Ngage solution on Client site, which allows the download of the coupon inside the user’s smartphone, whether it is iOS or Android. To increase visits to physical places, we have made accessible the Find & Go only to these users, which is our solution with a fully branded store locator, which immediately directs the user to the nearest pharmacy. Finally, we have developed a strategy of temporal push notifications, which can be reactivated even if the coupon is used through a new promotion.
Excellent diffusion of the initiative at the selected target
Almost 50% of users, who showed interest in the “Beauty Week” campaign, has been on client’s site and Lierac achieved a good rate of engagement with users: 8 users out of 10 downloaded the coupon after visiting the site of the client.