Categories Name : Marketing Strategy

Sub-Category : Best Use of Mobile – Beauty

Entry Name (Campaign) : Dot & Key drove 89% uplift in brand recall through content integrations & innovative shoppable ads

Results

Before the campaign, Dot & Key was an emerging D2C beauty brand in the highly cluttered face-care segment with over 50K brands and over 120 premium brands. The market was saturated, with consumers constantly bombarded by various beauty products’ messaging. Brand’s audience penetration in the facecare category on Amazon was less than 3% vs 6-7% for top brands. The search ranking for Dot & Key in the sunscreen and moisturizer category was 13th and 5th respectively. The brand’s share of category product page views stood at 1.9%. Despite having high-quality products, Dot & Key struggled with brand visibility and consumer awareness among young millennials. The brand needed an innovative approach to capture digitally-savvy millennials who prioritize skincare and respond well to engaging, relatable content. Yes, the campaign achieved its objectives and goals with impressive results: - Video Completion Rate (VCR): 95.20% (Goal: 85-90%+) - Cost per Video Completion: INR 0.17 (Goal: INR 0.20-0.25) - Click-Through Rate (CTR): 1.90% (Goal: 1.0-1.5%) - Page View Rate: 1.30% (Goal: 0.8-1.0%) - Branded Searches Uplift: 1.89x (On Amazon) - Branded Searches Uplift: 1.51x (On Google) - Lucid Brand Lift Study: Awareness: 7.8% uplift Consideration: 7.2% uplift Purchase Intent: 5.4% uplift