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Guardian Beauty Days

We shifted perceptions and gained market share amongst young beauty fans by creating a digital campaign across the entire purchase journey, to see sales increase by 90% in only eight days.

AWARDS / PURCHASE JOURNEY / SOCIAL / RETAIL / SINGAPORE / YOUTH / INFLUENCERS / ASIA PACAFIC / BEAUTY / GUARDIAN / MARKETING EXCELLENCE / PHARMA

THE CHALLENGE

Beauty is a rapidly growing category in Singapore, and there are lots of options for consumers, particularly with the emergence of new e-commerce retailers to the market. Guardian had a strong reputation as a pharmacy / health retailer, but was not as well-known as a leader in beauty and cosmetics retailing, particularly amongst a millennial audience. We needed to shift perceptions and gain market share by capturing the attention of young beauty fans.

OUR SOLUTION

Research told us that young women in Singapore loved retail deals. So we created a buzz by launching Guardian’s biggest ever beauty event: Guardian Beauty Days. This was an eight day campaign aimed to boost associations around Guardian and affordable quality products, by offering attractive discounts on a range of must-have beauty products. With this target audience in mind, we designed a digital approach. We worked with famous influencers on social media and appearances in-store, and pushed out content across a variety of social formats and platforms such as Facebook Carousel and Instagram Stories. New & trending features were also used such as blogger takeovers on Guardian’s Instagram Page, Tap-and-Hold and Collection Ads. Geotargted ads were pushed out to consumers either near to Guardian stores or those of its competitors with offers and deals with the aim of driving impulse purchases. With all these digital touchpoints in place, we holistically ensured that our female shoppers were exposed to the ad in every stage of their consumer journey, from browsing online, to music on-the-go and delivering refresher messages when they were within proximity. All digital efforts drove shoppers onto the e-commerce page to encourage sales.

DELIVERING RESULTS

Offline beauty sales increased by three times during the first cycle (14 to 17 June) and DOUBLED in the second cycle (28 June – 1 July) compared to the normal sales period. When we combine both results together, we saw a total increase of sales by 90% in the 8 days. Besides that, the average basket size of each female shopper also increased by 34%.

Online beauty sales increased by 180% and by over 5 times in the first and second cycle respectively. During the campaign, there was 22% increase in traffic on the e-commerce page.
Overall, Guardian Beauty Days has successfully driven new shoppers to Guardian and attracted a younger age group of consumers – beautiful!

90
%
SALES INCREASE

RECOGNITION

This campaign won a Marketing Excellence Award for Marketing to a Female Audience.