2018 Bronze Best data strategy
14 Dec 2018
Agency: numberly
Client: Lacoste
Campaign name: A data-based strategy to shape a user-centric customer journey
Campaign overview
Data intelligence to power a new customer journey
The brief
The objective was to provide suspects, prospects and customers with a consistent omnichannel experience from acquisition to loyalty.
And data would bring everything together.
Strategy
All stages of the conversion journey were considered, and user-centricity was at the
heart of the concept.
Content was customised to user interests, with features customised according to user status.
And the strategy was data orientated, powered by a branding media campaign deployed to reach suspects and reactivate inactives.
Three media assets were activated, including digital skins and banners to lead on-site traffic.
The journey took users to the website where their CRM consent is verified, and non-opt-ins were encouraged to subscribe.
When a prospect left the website without any purchase completion, retargeting strategies were implemented.
Clients were reached by performance media campaigns to meet loyalty and repurchase objectives, and recent buyers, were excluded from activations to optimise the commercial pressure.
Creativity
The creative thinking was the starting point for a seamless multi-channel and customised user journey.
A digital multichannel approach took into consideration online and offline behaviours, and the keystone to success were strategic touchpoints with data collection throughout the customer
journey.
Branding campaigns and the CRM lifecycle were fully customised to create a smooth and coherent conversion journey across channels, and the campaign used a Data Management Platform (DMP) to leverage machine learning.
A product recommendation algorithm offered prospects and clients accurate product selections at different steps of their journey, and creative work on assets and contents supported the concept.
Graphic design and copywriting propelled the project forward, and a large range of videos and banners enriched the storytelling.
Dynamic, personalised content was put forward to help Lacoste communicate on their large range of products by presenting distinct looks.
Results
The work ensured Lacoste could craft the most relelvant customer journey possible.
This was a major step forward in a competitive environment where orchestrating channels and content presented a major challenge.
The multi-format branding campaign benefited from a high viewability rate: 11% higher than the market standard.
The click rate, 14% higher than the objective, was a sign of an accurate targeting strategy and a commitment to the brand.
On-site newsletter subscription pop-in windows displayed to non-opt ins and generated a 70% opt-in rate.
Team
Numberly - Marie-Alicia, Tardy Data Marketing Manager - Charlotte Moreau, Data Marketing Specialist -Stéphanie Euzen, Media Trader
Lacoste - Biljana Savic, Global Online Marketing Manager