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MAYBELLINE NY PERSONALISES CATALOGUES

Maybelline NY used catalogue to increase brand loyalty and product sales

To increase sales and strengthen brand loyalty, Maybelline rolled out a personalised and educational multi-channel campaign.

 

How they did it

  • A mass digital and social media campaign was launched to drive consumers to the microsite where information about character traits as well as mailing addresses were collected via a 12-part questionnaire
  • Their initial target audience of 5,000 grew to 55,000 due to the positive responses generated via social media, blogs and makeup forums
  • The data was collated, and utilising 3.5 million unique combinations, a series of 3 personalised catalogues were created containing cosmetic lessons, personal product recommendations, how-to guides, daytime vs night look recommendations and trackable discount coupons

 

The results

  • 20 times the engagement
  • upsold 55% of participants

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