To boost sales of its Christmas collection, the plant-based cosmetics brand Yves Rocher carried out a TV campaign last December in partnership with Bouygues Telecom and LiveRamp, a company specializing in data sharing. The results were there, since in addition to achieving an 8% increase in its turnover, this initiative carried out in collaboration with Bouygues Telecom and LiveRamp allowed the company to expand its brand’s customer base by 6%. Explanations.
“Television remains a complex medium to evaluate from a commercial point of view.“, warns from the outset Baptiste L’Hermitte, advertising director Yves Rocher France. In a beauty sector that has become very competitive, making your marketing more engaging and personalized is vital, especially when it comes to television, the ROI-driven media par excellence. Hence the brand’s idea to combine the integration of Bouygues Telecom’s TV impression data (and its customers’ transactional data) with the pseudonymized identifier of LiveRampthe RampID. One of the promises made by LiveRamp is also “to help advertisers engage the right audiences across channels and devices and optimize media spend“.
Thanks to this initiative, Yves Rocher was able to obtain a 8% increase in turnover and a expanding its brand’s customer base by 6%. “These very encouraging results confirm the company in its strategic choices to return to television. For our next TV activations, We will renew this measure in order to demonstrate the effectiveness of this media on other highlights of the year.”says Baptiste L’Hermitte.
Thanks to its particularly interesting contribution rate, TV advertising offers a very interesting ROI. Indeed, it displays an ROI of 4.9, which is equivalent to radio advertising or even significantly higher than posters, with a rate of 2.4. Some media offer a much better ROI, such as cinema and its rate of 9.7 or catch-up TV with a rate of 7.6. However, it should be noted that these are also very low-investment media, which makes it easy to obtain an advantageous ROI.TV advertising is an undeniable asset in a multi-channel communication campaign“, recalls LiveRamp. Moreover, we see an average increase of 25% in the contribution to sales of the campaign if it is coupled with TV advertising
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More engaging campaigns
The RampID enabled Yves Rocher to connect with more authenticated audiences and increase the reach of its campaigns by 20 to 40%. STanislas Lajouanie, General Manager Continental Europe at LiveRampcomments: “During the critical holiday season, it is essential for brands like Yves Rocher to have access to reliable and detailed data on the real impact of advertising campaigns on sales. Yves Rocher has recognized the cookieless era, and is already ensuring the continuity of its data-driven marketing. This allows them to benefit from better insights and measurement tools that can be used to offer their customers a more personalized experience..
A wider customer base
In addition, Yves Rocher was able to convert more prospects into customers, increasing the effectiveness of its campaigns and maximizing the results of its campaign budgets. For the Christmas TV campaign, Yves Rocher extended its collaboration with LiveRamp to support the Data-driven marketing on high-quality TV inventoryfocusing on winning new customers and increasing sales through a targeted and inclusive advertising strategy. To demonstrate these results, Yves Rocher deployed precise data analysis, including a lift test device, where the viewers exposed to the advertisements were compared to a group not exposed to the advertisements.s, allowing to obtain an accurate assessment of the additional sales achieved thanks to this campaign. The Yves Rocher campaign was aimed at a mainly female audience, interested in skincare and beauty products, and the increase in turnover proves that the use of LiveRamp and the activation on Bouygues Telecom’s premium inventory allowed Yves Rocher to better target this audience.
Major retail brands such as Carrefour also rely on the data collaboration platform to successfully carry out their data-oriented transformation. “LiveRamp will be a key accelerator in Carrefour’s transformation into a data-driven retailer. We are excited to partner with LiveRamp, working together to deliver new consumer insights and capabilities to hundreds of our CPG partners globally.” entrusts Elodie PerthuisotExecutive Director of E-Commerce, Data and Digital Transformation of the Carrefour group.
Source: www.ecommercemag.fr
