Beauty of automation: How L’Oréal won big during mega sales with Performance Max
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Beauty of automation: How L’Oréal won big during mega sales with Performance MaxAugust 2022
Shoppers today are increasingly digital-first. For L’Oréal, the world’s No. 1 beauty group, e-commerce is its top growth channel in Vietnam and the rest of APAC. Keen to maximize the popularity of mega sale days in the region, L’Oréal Vietnam wanted to find a way to connect with online shoppers at scale and speed during the brand’s 12.12 sales campaign.
Watch as L’Oréal Vietnam’s Chief Digital and Marketing Officer, Pierre-Olivier Guy, and Marketing Manager, Linh Nguyen Do Nhat, share how they successfully used Performance Max to reach more customers across channels and unlock profitability with marketing automation.
For more tips on driving business growth during peak sales periods, explore our Guide to Winning the 2022 Mega Sale Season to unlock e-commerce marketing strategies and insights on online shopping behavior.
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L'Oréal is the world’s #1 beauty group and we are pioneering in the digital space.
In Vietnam and in APAC, e-commerce is our #1 growth channel.
We are constantly on the lookout for new solutions and innovation to unlock additional online sales, but also to protect our profitability.
Our consumers right now are digital-first.
We noticed the big shift in consumer behavior from offline to online shopping, which makes it so crucial for us to show up at the moment that really impacts their shopping journey.
The key challenge here is how we can do this at scale and speed in an increasingly advanced omnichannel environment, while growing our bottom line at the same time.
So for 12.12 (mega sale), we piloted Performance Max and this is the solution we were looking for.
With Performance Max, we tapped into the power of automation to maximize the conversion goal, while gaining access to new customers across all channels from YouTube, Display, Discovery, Search and more.
The impact on sales was so amazing.
During our mega 12.12 sales, we saw Performance Max contribute 40% of ad traffic to the online store, and brought us 4 times higher return on ad spend.
The pilot has been a great success.
Today, Performance Max is fully integrated into our media planning.
We not only use it for our mega sales moments, but also as an always-on strategy.
Following the path of Vietnam, at least 5 other markets are now using Performance Max.
So definitely, this is a must-use solution that I would recommend to any other advertiser.
So it’s a wrap.
That was amazing.
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