Objective

Shiseido, a best-selling Japanese skincare and makeup company, partnered with agency Dentsu, with its sights set on driving awareness for a new skincare product to its target audience, specifically among high-value, new-to-brand customers.

The Challenge

The challenge for Shiseido was clear: to raise awareness of a new skincare product to the brand’s target audience. Recognizing the need for advanced audience targeting with high-AU (Attention Units) media, Shiseido sought a solution that would not only reach its target audience but also captivate their attention effectively.

The Solution

Emodo, in partnership with measurement providers Adelaide and Lucid, stepped in to provide a custom-tailored and hyper-targeted solution through Emodo Audiences, ensuring accurate and scalable outreach to relevant beauty shoppers. This approach included targeting specific segments such as Luxury Skincare Buyers and Purchasers of Competitive Skincare Brands.

To further enhance precision, Emodo employed a Precision Geo-Fencing strategy, enabling real-time outreach to individuals near relevant retailers, including esteemed locations like Macy’s. Complementing these efforts, Specialized Emodo Services provided expert strategic guidance, optimizations, and hands-on support throughout the campaign.

The Results

Emodo’s solution delivered significant success in capturing and retaining audience attention, with the ad formats used crushing Adelaide AU benchmarks, which included outperforming standard display benchmarks as well as high impact/rich media benchmarks by over 50%.

The effort also led to a substantial 70% boost in brand awareness, effectively reaching and resonating with the intended audience. Furthermore, the campaign achieved a remarkable 174% increase in ad recall, showcasing its memorability and leaving a lasting impression on consumers. This success was complemented by an 83% surge in purchase intent, translating into a considerable elevation in consumer interest and the intention to make a purchase.

These combined achievements underscore the effectiveness of Emodo’s strategic approach in achieving multifaceted success for the campaign. This case study demonstrates the success of Shiseido’s skincare product launch, driven by Emodo’s precise and tailored approach and measured by industry leaders in real-time attention management. By leveraging advanced
audience targeting and high-AU media, Shiseido achieved remarkable results, underscoring the power of strategic digital marketing in elevating brand awareness and engagement among the desired audience.