Beauty Chat

Clarins

Clarins and Isobar Taiwan co-created a complete online-to-offline communications ecosystem, using creativity, media and data.

Challenge

A differentiated marketing approach

For the strategic launch of its Double Serum, Clarins wanted to employ a unique approach to communicate its core product technology story, focusing on “skin cells’ listening and speaking powers”.  The key objective was to engage and create a dialogue with potential new customers.

Solution

Introducing the Clarins chatbot

Isobar Taiwan created a chatbot for Clarins, and drove engagement by using segmented hooks to lead users to different dialogues, guiding them to download e-coupons, and utilising e-stamps to verify when a coupon was redeemed, enabling optimisation. The e-stamp also eased the pain of the redemption process for Clarins representatives, so they could focus on consulting with customers.

To optimise the chatbot, Isobar Taiwan designed a campaign which used Facebook Messenger to push relevant content to potential customers, directed them to the Clarins chatbot for product coupons which could then be downloaded onto their phone, and drove consumers to the nearest physical store to obtain Clarins’ products, effectively leading consumers from online to offline.
Play

Results

Experience-led commerce

The campaign exceeded all expectations, with Clarins not only attracting new customers, but also tracking consumer behaviour and further increasing store sales. Isobar succeeded in building awareness of the Clarins Chatbot, reaching more than 3 million consumers in the process. There was over 300,000 chatbot click throughs, and over 38,000 e-coupon downloads with 32% of customers who downloaded e-coupons exchanged for Clarins’ products in-store.