Unlocking a complete view of the customer journey
Sulwhasoo is a high-end skin care brand from South Korea, known for pioneering in ginseng research for skin. The company previously ran siloed campaigns on separate channels but wanted to get a more comprehensive view of the entire customer journey. Sulwhasoo also wanted to use its first-party data to more effectively extend its reach and understand how its ads influenced business outcomes.
So, it partnered with its agency, Fabcom, to create an omnichannel ad strategy to drive registrations for its Lucky Draw event in Hong Kong.
Driving conversions with an omnichannel strategy powered by UID2
Sulwhasoo used our demand-side platform to run the omnichannel campaign programmatically, drawing on our extensive selection of premium video, display, and DOOH inventory. Using a single platform for all its media buying enabled the company to harness data for a comprehensive view of the customer journey, while also delivering a positive ad experience for consumers through effective frequency control across channels.
Sulwhasoo used our identity solution, UID2, to turn its customer relationship management data — specifically, the email addresses and phone numbers of past customers — into UID2 identifiers, then created an LAL audience of consumers similar to its existing customers.
This targeting strategy resulted in 6.3 times more visits to physical stores, 380% more conversions, and an 80% lower cost per acquisition than LAL audiences created using other seed audiences.
To measure the impact of its ads on in-store visits, Sulwhasoo activated our partner Adsquare’s online-to-offline footfall measurement solution through our platform, which showed a 200% increase in store visits compared to before the campaign. Sulwhasoo also discovered that this campaign helped increase new member sign-ups by 36% during the campaign period.
This strategy helped prove to Sulwhasoo that omnichannel advertising coupled with first-party data can be highly effective at delivering measurable outcomes across the entire customer journey.
“Working with The Trade Desk enabled us to transform our campaign with a full-funnel omnichannel strategy that leverages our first-party data. Not only did we gain a complete view of the customer journey we’d been lacking, but we also saw significant performance improvements, a 200% rise in visits and a 36% uplift in new members recruitment to our physical store. We’re excited to build on this success in future campaigns!”
Eva Chau
Senior Marketing Manager, Sulwhasoo
Discover how an omnichannel approach coupled with our UID2 targeting solution can help you drive both offline and online results. Contact us or speak with your account manager at The Trade Desk today.