At the Meta Beauty Summit, Caudalie was in the spotlight for a pioneering case combining omnichannel, pharmacy sales measurement and a mass-media strategy with advanced message sequencing, for its Vinoperfect campaign. tigrz was there alongside Caudalie, Meta and Circana.
How can Social generate incremental sales?
Caudalie built an approach in which Social is used as an accelerator of the digital media mix to generate incremental sales, notably by working in complementarity with SEA and organic levers. The aim of this campaign: to go one step further to reconcile e-commerce and retail purchase journeys, and to have an overall measurement of impact.
We co-built with Caudalie, Meta and Circana a set-up combining a powerful branding campaign and message sequencing to tell the brand’s story, give proof, and nurture purchase intent over 9 weeks.
Nicolas Masson, founder of tigrz
What results for the Vinoperfect campaign?
- More than 10 million unique users reached over the period, with a measured impact on online and pharmacy sales.
- In the covered regions, an increment of +9% in pharmacy sales compared with non-covered regions.
- A halo effect of more than +6% on products.
According to Nicolas Masson, this reinforces the national set-up and the impact of Social on e-commerce and retail sales.
Why this approach matters for beauty brands
The set-up was co-built with Caudalie, Meta and Circana to measure the impact on online and pharmacy sales. This is the heart of our approach to effectiveness measurement and of our Media Performance and Social Ads expertise. See also: the Clarins case study on TikTok.
Source: LinkedIn post by Nicolas Masson, founder of tigrz. Thanks to the Caudalie, Meta and Circana teams.
Going further. See also tigrz’s Data & AI expertise, measuring the real effectiveness of campaigns and the Caudalie client case.
On the same topic: « tigrz invited by Meta France at the Meta Marketing Summit: AI as a growth lever » and « How to measure the business increment brought by your Facebook or Instagram campaigns? Our case with ba&sh. ».
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