MAXIMISING CONSUMER LOYALTY TO STRENGHTEN TOP-OF-MIND AWARENESS
As the beauty industry is highly competitive, Nutox needed to establish itself as the top-of-mind anti-ageing brand. The brand was also keen on strengthening the Nutox Advanced Serum Concentrate’s product claim while, simultaneously, recruiting new consumers.
We discovered that Nutox has an active social media fanbase where many of them are actual Nutox users and have stayed loyal to the brand for several years. These fans help educate others by sharing product knowledge and reviews – even without any incentives.
Since customer testimonials are powerful, we conceptualised a referral strategy by roping in these brand loyalists to become the ambassadors for Nutox.
We scoured through the brand’s social media platforms as well as online forums and beauty groups to identify 6 loyalists from diverse backgrounds. With that, we launched the ‘1 Serum, 100% Loyal Users Programme’. By transforming their real-life testimonials into various social content and ads, we were able to encourage other fans to share their own positive experiences of using Nutox.
These contents drove users to a dedicated microsite to participate in the loyalty programme. Equipped with custom CMS capability, users who have registered and successfully referred someone will receive Nutox product samples.
total unique signups
gifts fully redeemed
in 1st phase
social media video views
A+M MARKies Awards 2020
– Awarded Silver for
‘Most Effective Use of Loyalty & CRM’