Challenge
Cyber Weekend is a pivotal moment for many brands. Not only is it a huge revenue opportunity, but the discounts and offers can boost new customer acquisition.
Lancôme has worked with Cashrewards for years via its performance marketing agency GrowthOps. However, in a bid to supercharge sales over Cyber Weekend, the beauty brand launched its first campaign in Q4 2021 to the ANZ audience as part of Cashrewards’ partnership with ANZ Bank. And the results?
“Cashrewards was our top-performing affiliate partner over Cyber Weekend,” says GrowthOps’ account manager, Jenny Pham.
“The campaign drove great results.”
Solution
Heading into the busiest period in the retail calendar, the objective of the Lancôme and Cashrewards campaign was simple: “To drive as much revenue as possible,” summarises Pham.
To achieve this, Cashrewards ran 14 campaigns throughout Q4 of 2021, including over Cyber Weekend. As well as using a multi-channel approach to target shoppers, Cashrewards also engaged influencers to promote Lancôme’s ‘three-for-two’ Cyber Weekend offer.
As a result of the 2021 campaign, Lancôme saw a 23% uplift in revenue during Cyber Weekend. More broadly, throughout Q4, Lancôme saw a 50% increase in revenue as a result of Cashrewards’ activity, a 87% year-on-year growth in number of transactions over the quarter, with 54% of customers shopping with Lancôme for the first time.
In addition, during the 2021 campaign, Lancôme shoppers’ average order value (AOV) increased by almost 50% year-on-year and active members soared to 99% — a huge uplift compared to the same period the year before.
“Cashrewards has been a pivotal partner,” says Kahla Spooner, Lancôme’s digital brand manager. “Through their premium placements, Lancôme has been able to deliver exceptional revenue outcomes” and adds that “this is something that we’re yet to see with other partners and why we continue to work with them”.
After a record-breaking Q4 in 2021, the bar was set high for the beauty brand’s 2022 Cyber Weekend campaign. With the success of the previous year, the focus turned to capture eager shoppers looking to get the best deal in Cashrewards Early Bird campaign. The results once again saw Lancôme break new records, and during the 2022 campaign, the brand saw an incredible 166% increase in revenue, an 85% year-on-year growth in the number of transactions, and a 74% uplift in new customers vs the 2021 campaign.
Pham adds that one of the biggest benefits of working with Cashrewards is its highly engaged membership. “They have 1.8 million members on their database and they’re highly engaged, with most of their shopping starting from the Cashrewards website,” she explains. “I believe we were hitting the right audience because, compared to its competitors, I noticed that the conversion rate was much higher with Cashrewards.”
Furthermore, in Q2 2022, Cashrewards and GrowthOps delivered another record campaign for Lancôme, aligning with Lancôme’s Mayhem offer of 15% off when you spend $100, 20% off when you spend $250 and 30% off when you spend $500. Cashrewards members received early and exclusive access and a cashback offer, making it a deal customers couldn’t miss.
Pham says, “A highly successful campaign to launch Lancôme’s [2022] Mayhem offer. In one day alone, 90% of Lancôme’s revenue was driven by Cashrewards”. The results were over 11,000% growth in revenue in one day, coupled with a 12,000% uplift in new Lancôme shoppers from the Cashrewards audience and a 36% increase in AOV.
In addition, Pham says that the Cashrewards team always goes the extra mile. “They’re really easy to work with, and they really care about the client’s performance and taking an approach that best aligns with the clients. I would highly recommend Cashrewards.”