Oriflame: Beauty of Data

Главное о кейсе

The campaign reached 78% of all the brand’s new consultants who had joined since February 2016, around 380,000 people.

Бизнес-задача и ее решение

According to the overall economic decline in Russia Oriflame was forced to cut media budgets despite hoping to retain the same level of brand awareness for its core product lines. We thought data could help us to take a new digital-first approach to squeeze maximum value from a tight budget to achieve the ultimate goal of attracting new sales people to the brand. Digital was the answer but to make online channels work hard for Oriflame, we needed to get segmentation right. Insights from CRM would help us to define our audience and inform our campaign planning strategy. We knew that about 90% of Oriflame sales consultants in Russia, over 1.1 million people, are in fact customers. Segments were matched to their online representations through cookies to build an online ‘look-alike’ profile for each type of customer, taking into account their favourite products and purchase intensity. At this stage, we also integrated our different data sources –combining customer data from Oriflame’s own database and cookie data from Oriflame’s website and email campaigns, with market data. CRM strategy continued to fuel the campaign with refined customer data. These data-rich insights empowered us to gradually increase the results on the cost of engaged customers, increase the volume of incoming traffic to the website. The campaign reached 78% of all the brand’s new consultants who had joined since February 2016, around 380,000 people.

Прочая информация о кейсе

According to the overall economic decline in Russia Oriflame was forced to cut media budgets despite hoping to retain the same level of brand awareness for its core product lines. We thought data could help us to take a new digital-first approach to squeeze maximum value from a tight budget to achieve the ultimate goal of attracting new sales people to the brand. Digital was the answer but to make online channels work hard for Oriflame, we needed to get segmentation right. Insights from CRM would help us to define our audience and inform our campaign planning strategy. We knew that about 90% of Oriflame sales consultants in Russia, over 1.1 million people, are in fact customers. Segments were matched to their online representations through cookies to build an online ‘look-alike’ profile for each type of customer, taking into account their favourite products and purchase intensity. At this stage, we also integrated our different data sources –combining customer data from Oriflame’s own database and cookie data from Oriflame’s website and email campaigns, with market data. CRM strategy continued to fuel the campaign with refined customer data. These data-rich insights empowered us to gradually increase the results on the cost of engaged customers, increase the volume of incoming traffic to the website. The campaign reached 78% of all the brand’s new consultants who had joined since February 2016, around 380,000 people.

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