How to put information flow advertisements in the beauty industry at low cost?

AdBright advertising has provided digital advertising technical services to 800+ customers in e-commerce, tourism, FMCG, games and other industries, including many cases in the beauty industry. Here are two information flow advertising cases in the beauty industry for your reference!

1. Marubi brand beauty cosmetics

Brand background: Marumi Marumi, a leading skin care enterprise in China, has the largest eye skin research center in the world. In China, there are more than 65,438+0,000 department store counters, more than 65,438+0,500 boutique franchise stores, well-known trademark enterprises in China, top 500 most valuable brands in China, and 65,438+0,000 beauty products enterprises in the world.

The marketing pain: Beauty is a young and dynamic industry. Marumi hopes to have a better dialogue with the audience in a way that young people like, and realize brand promotion through the hit of Flowers and Teenagers 3 and Larena's birthday node.

Delivery effect: 6 million exposures were completed in three days, and the interaction cost was always lower than that of 0.3 yuan, exceeding the customer's cost requirements for CPM.

Optimization strategy: The characteristics of users in Weibo match the tonality of Marubi brand very well. The double-edged sword of "star+live broadcast" is the key to make Marubi Weibo promotion break away from information flow advertising.

In the process of advertising, aiming at Hua Shao and Weibo fans in Larena, we set interests and designated accounts for AB test, find out the dimension setting with better interaction, and lock in wifi in the network environment, which greatly improves the click-through rate of live broadcast. With the recommendation mode of celebrity word-of-mouth combined with best-selling items, Marubi brand's attention during the advertising period has greatly increased.

2. Watson's lettuce beauty shopping APP

Brand background: Watson's official app-Watson's lettuce, knows more about the beauty quiz shopping platform for young girls. Different from the complicated mandatory beauty tutorial, Watsons Lettuce provides a one-stop solution to the beauty problem for girls who love beauty through simple and interesting beauty videos, one-on-one video Q&A and exclusive big data selection for young girls.

Marketing pain point: At present, there are many apps on the market that mainly focus on beauty tutorials and experience sharing, but the tutorials are complex and general, and it is difficult to meet the individual needs of young users. Watsons hopes to create a "new retail" ecology and achieve the goal of brand promotion by combining its own authentic guarantee, fast logistics product advantages and offline senior beauty consultants.

Delivery effect: activation cost is reduced by 82.5%, conversion rate is increased by 63.2%, and total exposure is 454W+.

Optimization strategy: promotional materials mainly promote explosions, and copywriting strengthens Watson's brand. With exclusive benefits such as "50% off a single product", "9 packs in 9 yuan" and "limited time snapping up", it successfully attracts female users' attention with labels such as beauty, shopping and fetishism. Make full use of micro-blog matrix account, trigger the fission of social brand promotion and marketing, and realize one-stop promotion of APP download, Weibo interaction and purchase transformation.

The above two cases of information flow promotion in the beauty industry have reduced the activation cost to less than 50%, which has been well received by customers. AdBright programmatic buying platform, relying on big data mining and artificial intelligence learning algorithm, combined with efficient real-time bidding algorithm architecture and accurate multi-dimensional crowd portrait, provides advertisers with professional and efficient intelligent marketing decision management and solutions.