Global Beauty Brand Achieves a 20 Percent Increase in Visitation to Retailers that Sell Its Products, Roughly Doubles Visitation Among Recent Beauty Salon Visitors
AGEbeautiful’s creative campaign resulted in a 20 percent visitation lift to the key retailer that offers its product line and nearly doubled visitation among audiences that had recently visited beauty salons, measured over a control group.
Key to AGEbeautiful’s 2017 program was the use of location data and insights to better understand audiences, deliver highly resonant creative, and accurately measure subsequent in-store visitation. For these campaigns, AGEbeautiful sought to drive brand awareness and foot traffic via a limited-time, $3-off promotion for the line of products, which featured a store locator for potential buyers to find their nearest brick-and-mortar retailer. These campaigns proved highly successful, especially among female audiences that frequented hair salons and those that had purchased competitive haircare products and specific women’s apparel brands.
PlaceIQ’s Place Visit Rate (PVR®), a metric that has become an industry standard for accurate real-world measurement was used for these brand campaigns. With PVR as a core component for Media Horizons, AGEbeautiful had a clear attribution methodology that provided insights into visitation on a DMA-by-DMA basis, as well as insights into cross-shopping affinities for their audiences. These insights revealed clear opportunities for AGEbeautiful to optimize audience engagement for future campaigns.
“AGEbeautiful, the first professional anti-aging hair color has been growing its sales at an incredible rate,” said Elizabeth Kenny, Managing Director, Zotos Professional. “Working with Media Horizons and PlaceIQ gave us insight to better understand our target audience, how to reach them and grow stronger. Additionally, it increased awareness, in-store foot traffic and sales. The ROI from these campaigns is clear and helps to inform future campaigns to these goals.”
“As a results-driven agency, we place an emphasis on delivering transparent value to our clients,” said Erica DePalma, VP, Digital Marketing, Media Horizons. “Using location data, audiences and measurement from PlaceIQ has allowed us to take a holistic approach to delivering and measuring campaigns. With location as a starting layer, we were able to craft a media approach that performed exceedingly well.”
“We are pleased to have played a part in marketing innovation for Zotos Professional and Media Horizons,” said Duncan McCall, CEO and co-founder at PlaceIQ. “Location data is helping brands like AGEbeautiful get a greater understanding of customers and engage the right way, as they interact with marketing touchpoints from initial awareness to the final moment of purchase. Brands are able to drive further success by applying these powerful location-aware insights horizontally across a number of critical business decisions.”
AGEbeautiful Anti-Aging Haircolor, a Zotos Professional brand, debuted in 2010 as the first haircolor proven to fight all 5 signs of aging hair: thinning, wiry texture, turning gray, dryness and dullness. The brand’s powerful formulas give both at-home users and professional stylists unsurpassed gray coverage, delivering beautiful, rich, natural-looking color full of dimension and shine. Every formula contains proven ingredients that keep hair looking beautifully healthy and youthful.
AGEbeautiful recognizes that every client is different, and offers solutions to meet a variety of haircolor needs. The AGEbeautiful product portfolio includes Permanent Haircolor, Demi-Permanent Haircolor, High-lift blondes and Root Touch-Up Spray.
About Media Horizons
Media Horizons, Inc., an award-winning direct response marketing agency located in Norwalk, CT, helps companies cost effectively generate new customers and maximize their lifetime value, utilizing best-in-class media buying combined with robust data-driven optimization. Founded in 1988, MHI is an entrepreneurial, independently owned direct marketing agency that offers a complete suite of offline and online media services to provide measurable marketing solutions in offline and digital media. Capabilities include Strategic Planning, Creative Development, Media Planning & Buying, Search Engine Marketing and Optimization, Social Media Amplification and Management, Data & Analytics, Customer Database Marketing, Project Management and Process Mapping.
PlaceIQ is a leading data and technology provider that powers critical business and marketing decisions with location data, analytics and insights. An early industry pioneer, PlaceIQ has become the standard for fueling better decisions for marketers, analysts and publishers through powerful location-based consumer insights, real-world measurement and attribution.
With PlaceIQ, companies can uncover opportunities within the consumer journey by learning about and connecting with location-based audiences, measuring real-world ROI, and applying insights that drive intelligent marketing and successful business outcomes.
The company is headquartered in New York City and has offices in Palo Alto, Chicago, and Detroit. For more information, visit www.placeiq.com. Follow us on Twitter @PlaceIQ and like us on Facebook: PlaceIQ.