Overview
Bottega Verde, Italy’s No.1 cosmetics company, is renowned for its commitment to natural ingredients in beauty products. With a strong foothold in Italy, the brand sought to expand its presence and customer base in two key international markets: Germany and Spain.
Brief
The campaign aimed to elevate Bottega Verde’s standing as a leading natural cosmetics brand in both Germany and Spain. In addition to building brand awareness, our strategy was focused on acquiring new customers while adhering to strict ROI targets. A key goal was to grow Bottega Verde’s email database, securing a significant number of email sign-ups to drive future engagement and nurture long-term customer relationships.
Strategy
To achieve these goals, we designed a multi-channel strategy, incorporating email marketing and targeted social media campaigns across Facebook and Pinterest. Our approach was underpinned by advanced audience profiling, behavioural targeting, and real-time optimisation across platforms.
In-Depth Audience Profiling:
We began with a comprehensive market analysis to define our key audience segments. This included detailed demographic and psychographic research focused on women over 25 with a strong interest in natural cosmetics and eco-conscious living. Additionally, we analysed purchase behaviours and digital engagement patterns to tailor the campaign’s approach to each market. We also explored the social media habits of these segments, particularly their engagement with beauty and wellness content on platforms like Facebook and Pinterest.
Multi-Channel Targeting
Email Marketing: Using insights from our research, we collaborated with leading data providers to meticulously curate an audience list, focusing on consumers who fit our defined profile. We sourced individuals not only based on demographics but also on their online shopping habits and expressed interest in natural beauty products.
Social Media Advertising: To extend our reach and amplify the campaign’s impact, we launched highly targeted ads on Facebook and Pinterest. On Facebook, we utilised lookalike audiences based on existing customer data and email lists, while on Pinterest, we targeted users who had engaged with natural beauty content. Both platforms allowed us to reach potential customers with visually compelling creatives and optimised calls to action, driving traffic to Bottega Verde’s website and encouraging conversions.
Behavioural and Contextual Targeting
Across all channels, we employed advanced behavioural targeting to engage users who frequently shop online. By leveraging contextual data, we ensured that our messages appeared at the most relevant times, aligning with the audience’s online activity and maximising their engagement.
Creative and Offer Design
The campaign featured cohesive, attractive creatives across email and social media channels, emphasising Bottega Verde’s natural product offerings. A limited-time discount code was incorporated into the messaging to create urgency, encouraging immediate purchases. Custom graphics on Pinterest focused on natural beauty, while Facebook ads emphasised testimonials and user-generated content to build trust and credibility.
Real-time Optimisation
Throughout the campaign, real-time performance data was monitored, allowing us to adjust targeting parameters and creative elements for maximum impact. This ongoing optimisation improved click-through rates, conversion rates, and overall engagement across all channels.
Results
New orders generated across Germany and Spain
Audience reach
New email sign-ups