The clickTRUE Blog

Insights on Search, SEO, Social Media, Analytics, Conversions and more.

DKNY

By Esther Yeap on March 1st, 2011

Marketing Executive, clickTRUE. I do marketing communications and am particularly passionate about social media. On a more random note, I enjoy cooking too!

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The Challenge

Estee Lauder, one of the world's leading manufacturers of skin care, cosmetics,perfume and hair care products, had recently worked with clickTRUE to promote their DKNY fragrance product line – Be Delicious Scent’s limited edition Pop Art packaging.

They were only tapping into two media platforms. A Search Engine Marketing campaign which they did with us and outdoor advertising through SMRT ads.

The campaign is targeted to ladies aged 18 to 45 years. The objective was to increase awareness, drive traffic and sign-ups to their online promotion.

With the help of search engine marketing and 360 degrees tracking of both online and offline platforms on Google Analytics, our target was to collect a significant number of sign-ups by the end of the campaign. We were also tasked to develop their micro site. At the micro site, the visitors would be presented with details on how to get exclusive gifts that could be redeemed at their road shows and a sign-up form to win a limited edition lotion.

Campaign Strategy

As there are branding components required for the campaign, it was crucial to achieve extensive ad exposure while ensuring that the media and channels used were targeted to the right audience. In this case, YouTube, MySpace , Facebook & the Google Search network were selected as appropriate media and channels. The video and social media sites would appeal to the younger audience while the ads on Google Search would help to reinforce the promotion message.

Coordinating closely with the client and our web development team was presented another challenge. The design of the microsite was vital for the success of the campaign’s execution. To leave a lasting impression, we recommended the use of bold colors using their pop art palette and introduced dynamic and eye catching graphic elements. We also went for a Single Page site to present a simple landing page with clear and concise information on the promotion. We believed that this would reduce drop offs from users impatient with a more complex site layout.

The Impact

With Google Analytics tracking this campaign, we were able to get real time and in depth insights on the performance of the individual medium, the effectiveness of the landing page and the value of the keywords we selected. This flow of information was vital as it enabled us to make adjustments promptly through the course of the relatively short 4 week campaign.

For example, as the campaign progressed the MySpace channel was not progressing as expected. MySpace was unable to provide the required traffic and conversions. Stopping the use of this channel was necessary to reallocate the budget on better performing media. In this case, Facebook and Search were converting well.

Majority of social media users in Singapore are facebook members. This reflects in the performance of the facebook ads.

Through visitor segmentation, we were also able to attribute the traffic contribution of online versus offline media. The bulk of the traffic (91%), came from our Cost Per Click online campaign. In addition, the campaign out performed in terms of acquiring 95% more sign ups than originally targeted. We are confident to say that DKNY would now be able to leverage on their experience in this campaign to ensure increased success for future online marketing initiatives.

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