Develop a mobile strategy to increase customer acquisition in the UK.
With its San Francisco origins dating back to 1976, Benefit Cosmetics founders Jane and Jean Ford are somewhat of a revelation in the cosmetic industry. They created a brand iconic for its irreverently named products, creative packaging and feel-good philosophy, earning them a devoted following from celebrities, models, make-up artists and rockstars alike. Benefit launched in the UK in 1997 and has become wholeheartedly embraced by British consumers and Engine Creative were approached to help the brand develop a mobile strategy to extend its reach amongst canny UK consumers.
Problem: 'What gift do I buy?' Solution: Create an iOS app capable of allowing consumers to select or scan products and add them to a 'Wishlist'. Simple. In addition a Facebook app, allowing consumers to share their 'Wishlist' with friends and family, directly increased brand awareness in the UK and, crucially, drove sales. The development of the Wishlist app firmly establishes the cosmetics brand as a forward-thinking, digital brand within the beauty market and seasonal promotions (i.e. Valentine's Day) gives Benefit the scope to develop a long term mobile strategy.
Dynamically driven solution with embedded social integration and linked Facebook presence
Adaptable with key events
App developed to be adapted to key retail events throughout the year