Charlotte Tilbury and Scibids share the results of a customizable AI-driven marketing campaign — Retail Technology Innovation Hub
Scibids implemented its AI-as-a-Service solution for a Charlotte Tilbury marketing campaign, leveraging Google Display & Video 360’s custom bidding feature, which it says reduced costs customer acquisition rate of 29%.
In two months, this increased the conversion rate by 60% and doubled the visible reach within the budget by optimizing the frequency.
The challenge for Charlotte Tilbury was that she could not increase her media spend beyond a certain plateau without also increasing the cost per customer acquisition beyond break-even points.
This is because higher priced products generate fewer conversions at a higher price, which gives the bidding algorithms less data to pull from.
Because the beauty brand had fewer conversions to optimize for, Scibids AI generated custom full-funnel algorithms several times a day that considered relevant event data higher up in the user journey.
This included valuing visits, clicks and ad viewability as new entry signals.
From the start of the campaign, Scibids’ custom bidding strategy provided Display & Video 360’s machine learning technology with more events to learn from, saving valuable time and limiting media waste.
From there, Scibids AI continued to dynamically inform Display & Video 360’s auction tool with an accurate impression score.
Additionally, he was able to give higher and mid-level events more weight in the bidding process, which allowed Charlotte Tilbury to increase visible reach. In addition, it avoided repeatedly reaching the same viewers with the same advertisement.
Andrew Leung, Global Head of Performance Marketing, Charlotte Tilbury Beauty, says, “Scibids’ unique application of Display & Video 360’s personalized bidding solution in our campaigns has delivered a dramatic improvement in performance.”
“We will now double down on our first-party data strategy and plan to use this information to enrich the Scibids learning database. We are excited to leverage this partnership to further expand our programmatic effort. »
Remi Lemonnier, The Scibids Co-Founder and Chairman comments: “In just two months, we have seen Charlotte Tilbury Beauty achieve fantastic results reaching customers in a much more cost effective way.
“Display & Video 360 provides the perfect framework to unleash the power of our customizable AI. Our algorithms consider specific brand goals to design a personalized bidding strategy that can help them increase efficiency and scale. medias. “
