Benefit’s interactive landing site to boost O2O conversion
The playful beauty brand Benefit has leveraged an interactive mobile site to create a speedy surge of online-to-offline conversion for its new hero product launch.
To reach the mass, crazy ads and banner ads are now being run in multiple channels including am730 and Baby Kingdom within AMAZE Mobile Media, the mobile advertising arm of the Gravitas Group.
Clicking the ads will direct audiences to the mobile site where they will be invited to engage in an ‘anti-pores mission’. After the mission, they will be rewarded with free samples redeemable at shops.
Interactive content to reinforce audiences’ memory
In the ‘anti-pores mission’, audiences are prompted to experience the POREfessional by rubbing the mobile screen and blend the balm to cover the facial pores for a well-groomed lady.
According to scientific studies, people remember 30% of what we see but 90% of what we experience. Thus besides adding fun and engaging relevant audiences, the interaction with the POREfessional reinforces their recall on the product.
Single message intertwined in various forms to amplify product benefit
Different forms of contents are orchestrated to deliver one direct message, ‘minimizing the appearance of pores’.
The animation, a lady firing a magic gun popping out the product, synchronizes with the text narration to call for the ‘anti-pores mission’. The interactive element, which is the mission, to get audiences eliminate the facial pores for a lady also accentuates the same feature.
While people on-the-go have short attention span and tend to skim through ad information, this unified and single message approach is highly thoughtful to optimize the ad landing contents for engaging audiences in small screens.
Landing on mobile site instead of Facebook for boosting quick conversion
Beauty brands usually link mobile ad audiences to Facebook via browsers, but we do it the other way to meet different campaigns purposes.
When compared to browsers, landing on mobile site excels in smoothening audiences’ paths to go from online to offline visits. It removes the hurdle of having audiences to type in username and password on browsers to get logged-in their Facebook account. It is also easily accessible to audiences who do not use Facebook. Thus big data on customers’ profiles will be more comprehensively collected while conversion will be accelerated in a short time.
On the other hand, landing on Facebook surpasses mobile site when acquisition of fans for cultivating customer loyalty is the overwhelming goal of the campaigns.
In sum, distributing free samples online to drive offline visits is the common practice of beauty brands. Besides Facebook, we can creatively leverage on other advertising platforms to ease audiences’ conversion paths while magnifying the product benefits through a tactfully curated mobile site at the same time.