SHISEIDO has enhanced its digital customer journey by introducing an Instagram story-activated chatbot redemption experience. This initiative was strategically integrated into the launch of their Hero Product – the third generation of SHISEIDO Ultimune Power Infusing Eye Concentrate. The engagement feature surprised fans and invited them to conveniently register for sampling and preference gathering in a closed-loop ecosystem.
Partnering with their social agency, SHISEIDO worked closely with PRIZM and relayed the campaign #POWERFULEYE via automation experience. This campaign is part of SHISEIDO’s Instagram transformation and aims to seamlessly bridge current patrons to the new SHISEIDO digital experience while creating mass awareness to recruit new users. This campaign also paves the way for SHISEIDO’s ambitious omni-channel architecture in the coming year.
Unlike other redemption campaigns, the core concept of the #POWERFULEYE campaign was to leverage this initiative to gather valuable customer behavioural data. This data is imperative for segmentation, retargeting, identifying cross-selling opportunities, and designing future campaigns.
Ultimately, the vision is to create a recurring automated module that can be implemented into any campaign and streamlined with Artificial Intelligent navigation. This will provide a self-sustaining flow of valuable insights that constantly enhance the customer’s journey and loyalty ecosystem after each loop.
To facilitate the hype and to raise awareness, SHISEIDO starred the renowned MIRROR in key advertisements initiatives and introduced the boys as brand ambassadors. Content was tactically adapted from assets to social media postings, Instagram stories, and short videos to extend the reach. This encompassing strategy was formulated consisting of three stages: the hook, the interaction, and the extraction.
During the interaction stage, the target audience was invited via Instagram story to share UGC photos of their #POWERFULEYE moments with SHISEIDO. Upon posting the story, the audience was redirected to their Instagram messenger. Here, the automated chatbot intuitively led them through a series of preference questions and personal information registration for the product sample redemption, completing the extraction stage as a holistic omni-channel journey.
The results of the campaign were astounding. Anticipated sample stocks were all reserved and distributed within the first two days of launch. The Instagram engagement story had over 18X of average reach and received overwhelming engagement triggering the chatbot. Followers’ growth received a significant boost, gaining 10% fans in just the first week. The campaign also successfully drove online-to-offline traffic with more than an 80% redemption rate in-stores.
These results reflect only a fraction of the prospective value of the insights and customer behavioural data. PRIZM is honoured to be part of SHISEIDO’s digital journey and will continue to assist SHISEIDO in realising the true potential of leveraging data in upcoming ventures and activations. As SHISEIDO continues to innovate its digital customer journey, more projects leveraging data-driven insights are on the way to strengthen the business strategy and enhance the customer experience.
Published by Marketing Interactive on 6 July 2023
