When Clarins first came on board as a client for Joburg.co.za, they wanted to expand their marketing reach and tap into our audience. Four years ago, our approach was an outbound one that consisted of mass mailers sent to our database.
Now, we do the complete opposite. Thanks to our ability to tap into niche readerships on our site, we can take Clarins to the right audience.
Our latest campaign comprised a fun and engaging Beauty Quiz that our readers could take. The quiz gave readers a fun way to find out which beauty treatment to get in Joburg (and where). They were asked to sign up to our niche specific beauty marketing mailers to get their results.
Quiz participation was encouraged by readers standing the chance to win a R2500 Clarins online voucher to shop at Clarins.co.za.
Campaign success
Data gleaned from the quiz went beyond just email sign-ups. We were able to learn more about our audience, right down to whether they want a facials, their hair or nails done, or a massage. On social media, we got 8506 clicks on the quiz, a reach of 232 284 and 483 579 impressions. We had a total of 5 136 quiz takers - in other words, 5 136 readers who have actively shown interest in beauty and have been exposed to the Clarins brands. Together with the quiz we ran social media posts for Clarins. They were also a sponsor of our Beauty Mailers - weekly emails to our readers on beauty in the city of Johannesburg. This inbound marketing approach was radically different from what we'd done before, and gave us the ability to give our client a database of engaged readers and granular data about their beauty needs. With the right amount of creativity, a quiz campaign like this can be created for virtually any industry or small business. Want to use the power of targeted marketing for YOUR business? Get in touch with us today.
