Objective

The objective for our Clarins client has always been threefold: first, to increase revenue year-on-year, indicating a sustained growth trajectory. Second, to successfully attain our annual target, signifying a tangible benchmark for our financial performance. Third, to expand our market share, demonstrating our aim to not only maintain but also strengthen our position within the industry. These goals collectively drove our strategic initiatives and underlined our commitment to driving growth and success for our client.

Opportunity

To bolster our digital strategy, we understood that it was imperative to maintain a robust online presence across all digital platforms, ensuring visibility and engagement with our audience. In the dynamic realm of eCommerce, it was essential to remain agile and adapt swiftly to evolving digital trends and consumer behaviours. By embracing these principles, we effectively navigated the digital landscape and capitalize on emerging opportunities for sustained growth and success.

Challenges

•27% decrease in budget year-on-year, coupled with a projected ROI of only 14%.

•Migration to Google’s GA4 in July 2023 disrupted audience signals, prompting campaigns to reset and restart the learning process.

•Continued slow economic growth post the Covid pandemic era.

Revenue Overview

In 2023, the Clarins Brand gave the Dentsu Performance team an increased revenue target of 14% more compared to the previous year (2022). Despite this increase in revenue growth, our media budget for 2023 was 26% less compared to 2022. experienced an impressive revenue growth rate of 17.29% compared to the previous year, with a media budget of 26% less than 2022. This notable achievement underscores the brand’s effective strategies in increasing revenue and market share throughout the year. The success is attributed to the loyalty and growth database of Clarins Brand’s members, indicating a strong and supportive customer base. The brand’s ability to leverage customer data reflects a keen understanding of market dynamics and customer preferences. Moving forward, sustaining customer satisfaction, expanding the product line, and staying attuned to market trends will be essential for maintaining and building upon this positive momentum.

At the start of the year, Dentsu Performance experienced a positive beginning as our strategic efforts yielded promising outcomes in January. However, challenges arose in February and March when we experienced budget cuts on social platforms, as client wanted to push for influencer campaigns. Despite financial limitations, investments towards product reach ads and engagement, reducing emphasis on performance-driven strategies. Notably, search platforms emerged as the main channel maintaining consistent performance throughout this period.