COTY - CK All by CK One
Coty, a global leader in fragrance and the creators of the unisex fragrance CK One, partnered with S4M to design and deliver a mobile campaign boosting purchase intent across four key Latin American markets: Argentina, Chile, Mexico, and Peru.
This campaign set out to boost purchase intent and drive mobile shoppers into real-world stores. Coty wanted to present mobile users with an immersive brand experience despite low interstitial inventory in the region. The campaign aimed to reach 18 to 25 year-old women in all four Latin American markets and specific audiences in proximity of authorized CK retailers.
Coty’s branding campaign’s success indicators were based on our CPLP buying model. Instead of measuring the impact by impression only, we could measure and charge only for actual engagements to the landing page arrivals. The campaign saw incredible results.
In just over 6 weeks, with an average visitation rate of 43.5% across all four countries, we measured an average purchase rate of 27%, with some countries reaching as high as 35%.
In total, we measured more than 32 thousand mobile shoppers who clicked on the store locator to go into shops.
“S4M helped us devise a 2-pronged mobile programmatic strategy for a pan-regional campaign, leveraging both media planning and audience buying. Instead of measuring the impact only by impressions, we were able to measure actual engagements to the landing page arrival. The CPLP from S4M is a game changing buying model to evaluate ultimate campaign efficiency, shortening the funnel from awareness to purchase.” – Rafael L. De Azua, Head of Media & Digital LATAM, COTY.