Vichy launched an online diagnostics campaign offering users to get a better understanding of their skin and hair needs and to receive a personalized skin and hair care routine together with a tailor-made Vichy product prescription.Vichy collaborated with several companies to implement the project:
- BBDO, McCann, and The Head were responsible for coding and designing the landing page.
– Oggetto Web set up system integration.
– Our team, EmailSoldiers, worked on sending email campaigns using the necessary data.
There Were Three Projects Within the Campaign:
The mechanics of every project was almost the same, but Decros Hair Health Code was a bit different from a technical point of view. This is why the case study focuses on this project to show you how we worked on the campaign.
The User's Perspective
At the final stage, the user received a dynamic email with the results of the diagnostics as well as the hair care recommendations.
Behind the Scenes
The project was technically challenging as it required integrating the landing, the Magento platform, and the Mindbox marketing automation platform.
Our part of the work was to make sure the triggered emails displayed the right data for every user.
For the email to be sent from the Mindbox marketing automation platform, we set up two operations:
- Operation 1 — collecting the necessary personal data. After the user had answered the questions, two more fields were autocompleted in their profile: hair type and scalp type.
- Operation 2 — sending the email with the following content:
A Unique Promo Code
It could be used only once to get a discount on the selection of recommended products. The user needed to buy at least 2 items from the selection.
All product details were in the email: product name, description, and price. The user could add an item to the cart straight from the email. All the information was dynamically added to the email from the feed and we only used the EAN code of the product in the email settings.
Professional hair and scalp care tips were stored on the Magento platform. They were combined based on the testing results and added straight to the email.
For each Vichy product, a certain color was assigned. When a personalized product selection was compiled for the user, a unique color code was created, like this one:
As we've already said, each product had a unique EAN code. When an EAN code was added to the email, the information about the product appeared there as well. The problem was that the order of EAN codes was random, while the color code was formed according to the hair care routine.
For each product included in the project, we created a custom field for the serial number in the Mindbox marketing automation platform and numbered them manually.
In the email, we created boxes for the parts of the color code.
In each box with an image, we created an empty array where we put a variable. Product colors served as variables. Pictures were added to the email in accordance with the two conditions:
1. the type of the product - X;
2. the step of the routine it should be applied at - serial number Y.
Results the Brand Got from the Campaign
Within the campaign, we worked on three projects with Vichy. It is important to note that the brand would benefit from the projects in the future: firstly, they had grown their subscriber base; secondly, they had gathered user data that could be used in other campaigns to created effective targeted offers.