On November 5, 2024, together with Hej!, we were thrilled to participate in Intersections 2024, the event that combined IAB Forum and IF! Italians Festival, with a workshop entitled “From online to in-store with mobile coupons: the multichannel retail strategy for L'Oréal Paris”.

From brand awareness to in-store purchase: our full-funnel strategy

The campaign we developed for the launch of Serum Le Duo by L'Oréal Paris is an example of how we can use an integrated strategy that covers all stages of the marketing funnel: from brand awareness to purchase, where mobile interaction and the incentive of the digital coupon played a key role in pushing the consumer to action.

In our workshop, we had the pleasure of talking about this strategy together with Agostino Massara of L'Oréal and Martina Conte of Wavemaker, delving into how, thanks to a combination of digital channels, we were able to create a campaign that drove consumers to take concrete action, from the online world to the point of sale.

Technology and cross-channel integration to improve the customer experience

From Sept. 24 to Oct. 13, 2024, we worked together with Wavemaker Italy: an ad hoc project that aimed to build engagement and improve the customer experience up to the last mile, goals that were achieved thanks to the conversational marketing of Hej!; while custom display formats, click-to-web format on the Stocard app and social planning ensured visibility and visual impact.

Through the in-box integration of technology from Savi, an AdKaora partner for mobile couponing strategies, it was possible to intercept consumers in the final steps, turning interest into purchase through the use of digital coupons.

Thanks to cross-channel planning and AdKaora's proximity suite , it was possible to stimulate Esselunga's loyal customers, women aged 25-54, push coupon downloads, taking advantage of the offer on the product, and activate an effective drive to store in Esselunga stores where the product was present.

Thus, the technologically advanced solutions of AdKaora and Hej! intercepted the target audience in the vicinity of the stores of interest, thanks to precise and accurate profiling, communicated the offer to the active, initiated qualitative lead collection from different channels, enabled retargeting users based on their behaviors.

The results of the campaign speak for themselves

We reached as many as 1.7 million Esselunga customers, with a range of creative formats including display, click-to-web by Stocard and social planning by Hej!. We achieved a click through rate of 2.8% and 7.1% of users redeemed the coupon in-store, a result that far exceeds market benchmarks.

What the protagonists of the campaign say

Agostino Massara, Performance Media Manager and Consumer Products Division of L'Oréal commented: “Thanks to this communication project, we have seen that the target audience was not only stimulated in the consideration phase, but especially in the intent-to-purchase phase, demonstrating that a loyal buyer, as in this case the Esselunga one, goes to multichannel actions when incentivized by increased product awareness and an offer in place. In addition, the insights gathered on consumer behavior, thanks to Hej!'s conversational marketing and mobile couponing, will be useful to reason about how to possibly scale the strategy to other brands in the division as well, and to work in an integrated perspective with the other commercial functions, in synergy on shared businessgoals and growth."

Martina Conte, Digital Lead of Wavemaker added: "Since this was a product launch for Serum Le Duo, we wanted to think together with AdKaora and Hej! about a strategy that went well beyond product awareness, but that could incentivize the purchase of the product thanks to the digital coupon. In fact, all the channels involved in the strategy worked in synergy to intercept consumers at different stages of the decision-making process, and the results obtained confirmed the effectiveness of the project."

Andrea Zermian, Sales and Marketing Director of Savi said: "We are proud to have supported this campaign with our mobile couponing technology. Covering the 'last mile' through checkout integration, we were able to convert consideration into buying acts in a smooth and effective way, intercepting consumers right at the decisive moment of their shopping experience. This project is an example of how an advanced technological approach and a well-orchestrated marketing strategy can generate significant impact, strengthening the bond between brand and customer. It again confirms our commitment to connect more and more Retailers to our platform to simplify the use of digital coupons for customers and provide brands with a technologically advanced tool to optimize advertising investments."

AdKaora's vision: innovation and technology at the service of retail

Davide Tran, MarTech Polo Director of Mondadori Media, concluded: "Intersections fits like a glove with the 'approach that AdKaora and Hej! have always had in going to market with solutions that are increasingly full funnel and complementary. The campaign designed for L'Oréal Paris also represents a best case in interweaving brand awareness with drive to store, then transforming proximity marketing into a retail strategy where the last mile of the customer journey is stimulated through Savi's mobile couponing. Through precise, data-driven profiling, we were able to target Esselunga loyal shoppers and do multi-channel lead generation, gathering qualitative leads interested in using the digital coupon to generate conversions."

We at AdKaora and Hej! are always looking for innovative solutions to optimize every stage of the consumer journey, from awareness to purchase. The campaign for L'Oréal Paris is just one example of how our expertise in proximity marketing and our advanced technology can generate tangible results, creating customer experiences that make a difference.