Elizabeth Arden
Client Story
At A Glance
16%
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About Elizabeth Arden
About Elizabeth Arden
The Challenges
Brand New to Digital
Prior to engaging Brew, Elizabeth Arden primarily focused on traditional marketing and leaned heavily on a well-known brand. They knew they needed to invest in digital to keep up with competitors, but had no idea where to start. They didn’t just need someone to fulfill marketing activities – they needed comprehensive digital marketing strategy and fulfillment, from start to finish.
Lacked Brand Recognition with Primary Audience
Elizabeth Arden was a bit too associated with women above 40+ years old. If they were going to continue to move forward and remain a dominant brand for years to come, they would need to engage and improve brand recognition with younger audiences. They needed a sound strategy and approach to do so.
Struggling Sales Numbers
Because of a lack of brand recognition among younger audiences, Elizabeth Arden was struggling to hit sales numbers in SEA. They needed to improve awareness and drive more sales in order to keep up with annual revenue goals. If they were going to improve revenue, they needed an extensive eCommerce strategy carried out by experienced marketers.
The SOLUTIONS
After hearing Elizabeth Arden’s biggest pain points and needs, we developed a multichannel and multifaceted digital marketing plan to address each challenge and ultimately improve sales. We presented six primary solutions:
Setup on eCommerce Marketplaces
If you’re going to sell products in Singapore and SEA, you need to be on Shopee and Lazada. Only selling via their website was severely limiting Elizabeth Arden’s reach and sales potential. So we helped them get their stores set up on the most popular eCommerce marketplaces in SEA to expand their reach and sell more products.
Marketplace Storefront Design
We didn’t merely set Elizabeth Arden up on Shopee and Lazada, we custom designed their storefronts to be attractive and aligned with their brand to drive engagement and sales. A standard storefront just won’t cut it in today’s market – they needed to stand out.
Lazada and Shopee SEO
A beautifully designed storefront wouldn’t mean much if no one ever found it, right? We worked hard to optimize their stores and individual products to rank well on these marketplaces through optimizing images, titles, product descriptions, and much more.
We got the two highlighted products ranked first and second for “anti aging.”
End-to-End Creative Strategy Design
We strategized and developed all of Elizabeth Arden’s creative. We owned the whole process from scratch – from audience research to videos and ad mockups. We paid special attention to tone and overall mood as we aimed to improve reach with younger audiences. We also focused heavily on showcasing the product and highlighting the key benefits.
Not only did we design their creative strategy, we also worked with Lazada and Shopee to produce campaign and promotion mechanics for online shopping festivals. We ensured Elizabeth Arden got the most out of each online shopping festival day.
Funnel-Focused Ads On Multiple Platforms
We took this creative strategy and brought it to life through Google, Facebook, and in-site ad campaigns. But we didn’t just press “Publish.”
We carefully laid out a detailed persona journey and ensured our ads communicated the right message or offer at the right time to convert Elizabeth Arden’s customers. Our TOF (Top of Funnel) ads focused on introducing the product through benefits-focused messaging while our BOF (Bottom of Funnel) ads offered incentives like free samples and discounts.
TikTok Ads for Sample Redemptions
In an effort to appeal to a younger audience, we introduced Elizabeth Arden to TikTok. Our TikTok strategy primarily revolved around ads that promoted sample redemptions. If we could get the product into people’s hands, we knew we could sell it.
The Results
Digital Transformation for Sales Growth
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