automat case study - beauty gifter for l'oreal€¦ · conversat i onal market i ng case s t udy -...

Conversational Marketing Case Study

In their transition from a product-based to a customer-based culture, L'Oréal, the biggest beauty

company in the world, recognized the unprecedented opportunity offered by Conversational

Marketing to connect with their customers, get to know them as individuals and promote ongoing

relationships.

In April 2017, they partnered with Automat to launch an innovative messaging chatbot for Facebook

Messenger called Beauty Gifter.

Conversational Marketing Case Study - Automat

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L'Oréal's digital strategy is based on three pillars: nurture the love that customers have for their

brands, get to know their customers and increase the percentage digital sales compared to other

channels.

Customers on Facebook Messenger had already been expressing their needs for highly personalized

advice and recommendations. To match their expectations with L'Oréal's objectives, we created

Beauty Gifter: a chatbot that gets to know each user’s needs and preferences and makes

personalized product recommendations from 11 different L’Oreal brands.

Beauty Gifter was built to achieve three goals: collect rich profile information such as skin type, age or

style, collect users' email address to link rich profiles to the CRM, and provide a pleasant experience.


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We started with Consumer Research and more particularly Focus Groups. Automat's conversational

design team used this insight to create a bot persona that would fit with the brand's identity as well as

with the purpose of the project. The conversation was designed with Automat's platform which uses

proprietary AI to handle free-form text input, understand the user's intent at a multi-turn conversation

level and enables rapid optimization of each individual conversation flow. Our back-end team

managed the integrations with L'Oréal's CRM, Inventory and Payment systems.

We collaborated closely with L'Oréal and their agency Cossette to ensure top of funnel traffic during

the launch and after. Our creative team developed weekly experiments to increase traffic and

optimize conversions. They solicited the help of our AI Research team to create a smart

segmentation and smart notification functionality that are today at the heart of our customer retention

and re-engagement strategy.


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If you want to build a personalized experience at scale to nurture a long-term relationship with your customers, don't look at a chatbot builder platform. Look at a Conversational Marketing

partner that will provide you with the AI technology, the e-commerce integrations, and the marketing services


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At a time when chatbots are still new to customers, top of the funnel traffic is a challenge that

shouldn't be overlooked. For Beauty Gifter, we prepared an integrated marketing launch campaign

which was based on five entry points: 1. The Discover tab inside Messenger, which acts like an app

store for bots and can provide significant traffic when featured. 2. Social Media Influencers, whose

advice are highly valued from beauty customers 3. Facebook ads, to increase targeted awareness

within the platform 4. Scan Codes, which provide a means to close the offline-online gap 5. Emails &

Landing page, as a way to present this new experience to existing customers.

To see Blanka White's video, for example, go to https://goo.gl/KMsSUT


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Beauty Gifter's Learnings


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Through a series of experiments led by our creative team, we got to know Beauty Gifter's users and

we learned how to engage them in an ongoing conversational experience. It allowed us to deliver

amazing results to L'Oréal.


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Email is recognized by many marketers as one of the most efficient ways to push content to

customers and drive conversion. For this reason, L’Oreal was particularly impressed with the

performance of Beauty Gifter’s notifications in terms of both read rates and response rates relative to

typical email campaigns. But engagement metrics were even more impressive. It not only showed

how relevant this new channel is, but also how much value users got from the experience. For the

first time, users were engaging in a real two-way conversation with L’Oréal.


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Email addresses were used to connect rich data to consumers' existing profiles in L'Oréal's

CRM. Rich data is defined as any type of personal information, from skin tone to makeup

preferences, that can help the brands drive their customers through the complex and very large range

of products they offer.

Above all, we built an experience that reached an amazing NPS score: 82% of users that were

explicitly asked said that they loved the experience.

Conversational Marketing lets brands build personalized,

one-on-one relationships with their customers that vastly

outperform traditional digital marketing campaigns.

To learn more about how Automat can build a successful Conversational Marketing experience for

your brand, contact us today at

m.me/automatinc [email protected]

automat case study - beauty gifter for l'oreal€¦ · conversat i onal market i ng case s t udy -...

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