Membership Marketing Campaign Case Study
Shiseido
Customer Service Management
Membership Marketing Campaign
Messenger
Challenges of This
Membership Marketing
Campaign Case Study
In the highly competitive beauty industry, numerous brands are vying for the same consumer base, offering similar products and targeting similar demographics. To stand out, Shiseido needed to enhance its online marketing efforts to differentiate itself from competitors and secure a stronger position in the market. Let us dive deeper into this membership marketing campaign case study.
Stand out in the beauty industry by excelling in each marketing funnel by capturing extensive consumer feedback on products to provide in-depth market reactions and research to accomplish effective consultations.
Implemented targeted marketing campaigns with a gamification marketing strategy to create two-way communication and engagement between the brand, campaigns, and consumers.
Taking You to the
Next Level of Success
The Membership Marketing
Campaign Solution
Strategy Consultation and Market Research
To help Shiseido stay ahead, we conducted an in-depth analysis of consumer preferences and market trends. We focused on creating a comprehensive content plan that highlighted the full product experience rather than just the standard product features. By researching consumer trends in China, we tailored Shiseido’s content for the Chinese market, ensuring the messaging was consistent with the global brand while adapting to local preferences, particularly on Weibo, where we managed their presence.
01
Interactive Communication
We shifted away from traditional one-way promotional tactics and focused on fostering member-to-brand communication with customers. By encouraging customer feedback and addressing any concerns, we created a personalized and engaging communication experience. This approach not only made the messaging feel more authentic but also avoided the perception of being overly promotional, which helped build stronger relationships with customers.
02
AR Technology
Integration in Chatbot
We enhanced Shiseido’s chatbot by integrating innovative AR technology to provide users with an immersive experience. Through Face Detection, users could see how different shades from the Cashmere Lipstick Series would look on their lips in real-time. The chatbot also incorporated camera filters to simulate the lipstick shades, offering an interactive and fun way for users to explore the products while creating an engaging experience.
03
Advertising Campaign Organization
Our team organized several successful campaigns for Shiseido, including the Ultimune Eye campaign on Instagram. Customers followed Shiseido Hong Kong’s account, used the brand’s eye sticker, posted it on their stories, and tagged @shiseidohk. This triggered the chatbot, which prompted customers to complete a short mission by answering specific questions. Once the mission was complete, they received a confirmation SMS, allowing them to redeem their gift at Shiseido’s offline stores. This campaign effectively engaged customers and encouraged brand interaction.
04
Redemption Programme Enhancement
We integrated Adobe Experience Cloud to streamline Shiseido’s redemption program, making it easier for members to redeem points, gifts, and rewards. The system ensured that all transactions were recorded accurately and efficiently, providing a seamless experience for Shiseido’s customers while maintaining transparency in the redemption process.
05
Customer Service Subscriptions
Our customer service team supported Shiseido by handling general inquiries, campaign-related questions, and customer complaints. For each issue, our team would draft responses that were reviewed and approved by Shiseido’s internal team before being sent. At the end of each month, we provided Shiseido with a detailed report summarizing the customer service interactions, giving them valuable insights into customer concerns and areas for improvement.
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