Integrating an e-retail activation into a comprehensive marketing strategy
in average basket size during the Event compared to the previous 4 months
store visitors during the Brand Event compared to the previous 4 months
in sales value compared to the monthly average over the previous 4 months
Context
Maybelline New York regularly engages in digital activations (via social media and its website) and physical activations (through its distribution network).
The brand approached Bizon for its first O+O (offline & online) event with a clear goal: to redirect all media activations to its Amazon Brand Store.
As their website is a showcase site that doesn’t support conversions through redirections, Maybelline relied on our expertise to translate the unique DNA of their brand event into an online experience—specifically on Amazon.
Our action plan
Following the client brief, we analyzed their needs and developed a strategy to tailor the story to Amazon’s specific codes.
Structuring the experience: Designing an immersive shopping journey and creating visual assets with an artistic direction and storytelling aligned with the brand event.
Brand Store (4 pages): Immersing consumers in the event's universe and driving conversions using Amazon modules to redirect traffic to product listings.
Brand Banner: Generating organic traffic to the event-specific store pages and promoted products.
Performance tracking: Implementing source tags on the store to monitor traffic and engagement metrics.
The results
in average basket size during the Event compared to the previous 4 months
store visitors during the Brand Event compared to the previous 4 months
in sales value compared to the monthly average over the previous 4 months