Case Study

Crafting a go-to-market strategy, bottoms-up financial forecast, and media mix model

$10M
in media cost efficiencies
6.5x
increase in media engagements
4x
growth in audience segments

Objective

We began working with Shiseido to conduct a marketing and advertising audit of its bareMinerals brand. The findings of our audit led to an engagement to transform marketing and advertising campaigns, drive incremental media impact, and instill in-house capabilities for the brand.

Approach

Cart.com implemented new marketing data capture/tracking/measurements and ad tech tools infrastructure to drive growth in MER (media efficiency ratio) and improve new customer acquisition efforts.

Phase 1: Lay foundation

Implement ad tech tools/BI setup new tracking/reporting with existing CRM and email systems. Integrate new customer acquisition campaigns cross channel (traditional/digital), apply heavier weights towards prospecting vs remarketing and integrated CRM efforts (email, digital remarketing, DM).

Phase 2: Test-learn-scale

Increased digital marketing efforts and diversify with new publishers. Launch geo-drive to store traffic and drive campaigns. Increase customer remarketing efforts (retail customer).

Phase 3: Optimize

Diversify media mix, increase mix of remnant DR.

Results

Our work served to stem the the decline of new-to-file (NTF) growth, while driving MER from 18.9 to 26.3, delivering $10M in media cost efficiencies. Shiseido subsequently hired us to work on the company's DCOE across all brands, and directly with several of their subsidiaries including Nars, LauraMercier, Cle de Peau, and Buxom.

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