Campaign details

Brand: Jo Malone London
Brand owner: Estée Lauder Companies Inc.
Lead agency: The Thread Team
Contributing agencies: Kitewheel, CheetahMail, Alchemy, BlueVenn
Country: United Kingdom
Industries: Luxury retail
Media channels: Email marketing, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

Jo Malone London is a destination for gift-givers, but, following a comprehensive customer journey audit we discovered a strong opportunity to increase repeat purchase. Converting a small percentage of first-time buyers into second-time purchasers at minimal cost would result in significant incremental revenue.

The key objective of the campaign, therefore, was to increase second-time purchases by understanding and reacting to individual customer journeys. The best way to do this was to develop a right-time, right-channel campaign using next best action, real-time decisions powered by big data, deep learning and AI. We intended to serve Jo Malone London content to customers via email on an 'open' rather than send basis which would significantly enhance the brand experience by making communications more relevant and therefore appealing.