L’Oréal Canada finds beauty in programmatic buying

July 29th, 2015 | Published in Google DoubleClick

While global sales of L'Oréal Luxe makeup brand Shu Uemura were booming, reaching its target audience across North America proved challenging. By collaborating with Karl Lagerfeld (and his cat, Choupette) and using DoubleClick Bid Manager and Google Analytics Premium, the campaign delivered nearly double the anticipated revenue.

Goals

Re-introduce and raise awareness of the Shu Uemura cosmetics brand in North America
Drive North American sales of Karl Lagerfeld’s Shupette collection for Shu Uemura
Grow the Shu Uemura email subscriber list

Approach

Organized website audiences with Google Analytics Premium
Used programmatic buying to lead prospects down the path to purchase
Leveraged a range of audience data in DoubleClick Bid Manager to buy paid media in display and social channels

Results

Drove almost 2X the anticipated revenue
Exceeded CPA targets and achieved a 2,200% return on ad spend (ROAS)
Increased web traffic and email subscriber

To learn more about Shu Uemura’s approach, check out the full case study.

Posted by Kelly Cox
Product Marketing Manager, DoubleClick

Google Data

L’Oréal Canada finds beauty in programmatic buying

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