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
- 20 times the engagement
- upsold 55% of participants