Full Funnel Media Approach
Naj Oleari was born and established in the 1980s. Still, it was only a few years ago that, with the launch of the new make-up line, the brand defined the basis for writing a success story even in the third millennium, reinforcing the values that have made it famous: quality, design, and made in Italy.
For Naj Oleari, make-up is not vanity. It is not a beauty contest or a precision competition. Make-up is a desire to express oneself. To communicate creativity, joy, confidence, and freedom. It is to tell an emotion with the simplicity of an everyday gesture.
2020
Integrated Marketing
Content Design
ADCI Awards
Indie Awards
NC Digital Awards
Challenge
Developing a Media strategy for e-Commerce.
Euroitalia, a significant player in the world of fragrances and cosmetics, has decided to invest in repositioning the Naj-Oleari Beauty brand.
The goal was to communicate brand values to potential buyers and guide them through the entire acquisition funnel.
Starting from awareness and traffic campaigns to the conversion phase by leveraging the potential of the new eCommerce, with Italy as the first target country.
Solution
A flexible strategy.
Since 2020, we have collaborated with the client in monthly investment strategy and monitored the results achieved on different channels.
We devised a full-funnel approach that could be scalable and flexible based on the needs of the promotional and marketing calendar.
By leveraging a wide range of platforms involving proprietary and affiliate channels, it was possible to act on the awareness phase to increase the audience reached by the brand and subsequently lead them to convert to the eCommerce platform.
Execution
Comprehensive planning, with roles defined by channel.
DISPLAY: Consolidate online brand presence, reach new prospects and increase e-commerce visits.
SEARCH: Focus on performance through brand protection ads, traffic, and product sales.
SOCIAL ADV: Editorial formats that can tell the story of the brand through the social channel.
RETARGETING: Intercept users who have already come in contact with the brand in previous stages to facilitate conversion.
SHOPPING: Make full use of the shopping potential of users who have strong purchase intentions and increase new searches.
AFFILIATE: Multiple marketing activities including DEM, textlinks, banners, comparison sites that allow for performance-based work (CPS).
Execution
A Dashboard that is always up-to-date.
We have made a customized and updated real-time dashboard available to pull campaign data and the platform to make useful decisions for optimizing marketing campaigns and initiatives.
Sales data, traffic data, and performance are just some of the variables that are constantly monitored.
Results.
Manage Naj-Oleari Beauty’s full-funnel activities to increase audience, interest, and conversions to eCommerce.
