Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
Instore sales remain an important part of beauty brand Clinique’s business, because it’s here that consultants can assist shoppers and showcase product benefits.
Recognising that its audience is increasingly shopping on the go, however, Clinique UK has made more products available online over the past five years.
And, with a significant chunk of its marketing spend now going on Facebook and Instagram, Daniel Lindsay, the brand’s consumer engagement manager, stresses how important it is to be able to assess the impact of these ads on sales in stores as well as online.
With a loyal fanbase, the beauty brand also has as a key objective the cost-efficient recruitment of new customers.
As such, working together with Facebook and media agency Manning Gottlieb OMD, it recently developed a segmentation of 14 different micro-audiences for a new moisturiser – Clinique Moisture Surge 72-Hour Auto-Replenishment Hydrator – looking at factors such as age, demographics, income, interests and life-stage.
Clinique used split testing and a Facebook conversion lift study to assess the impact of video ads and refine them over a six-month period. For online sales, it could already understand which ads led to people buying products on its site, but the brand had not yet been able to pinpoint whether Facebook ads drove sales in-store.