Birchbox, global leader in beauty e-commerce, came to Spain in 2012 through the acquisition of Joliebox.
Considered as a cult brand in the US, Birchbox has experienced a fast growth with its highly customizable business model based on « try, learn, buy ». The unique approach of the company is designed to meet the needs of the most demanding clients looking for the latest tendencies and beauty brands, as well as having access to exclusive events and advice from the experts.
Each month Birchbox Spain subscribers get a customized box with a selection of the best beauty products in small format, including make-up, facial and body care, hair and lifestyle products... from up to 400 brands.
Birchbox has over 400,000 world-wide subscribers, allows 3, 6 and 12 month gift subscriptions, and also has its own e-commerce in which you can buy the sample products in the boxes.
Under the slogan “Birchbox has arrived to Spain”, the company entrusted Cyberlink with its launching campaign to continue increasing its community of users and introduce its new market in the Spanish market.
This strategy mainly encloses four objectives:
- Significantly increase the number of subscribers in Spain.
- Increase Birchbox’s Spanish community on Facebook https://www.facebook.com/BirchboxES
- Optimize the cost of capturing new customers.
- Increase the Lifetime Value of users.
Actions taken and results
Phase 1: April- May 2013
Our first action for expanding the monthly base of Birchbox subscribers in Spain was a testing phase of different direct emailing and Facebook promotions.
The first promotion involved a 50% discount on the first box, and a second action of a “surprise gift”. The goal was to compare which of these two actions provided the best results.
Both tests used a promotional code inserted at the time of purchase. Between emailing and Facebook, more than a million users were impacted. As a result, more than 1,000 subscriptions were obtained, and the first promotion was clearly the winner, increasing the response rate by 30%.
- Capturing customers through Newsletters Phase 2: July – August 2013
During this second stage we deployed a campaign to capture registrations/subscriptions for Birchbox’s newsletter so users could receive information and advice from the best experts in beauty and lifestyle.
The channels used for this were also emailing and Facebook http://promocion-birchbox.com/
Thanks to these actions, more than 5,000 registrations were generated, of which 50% came from Facebook. Since the campaign was segmented by gender, age and interests, the response rate of the landing page had an average 32% of conversion. The behavior of these users exceeds the average response in Spain, obtaining opening rates over 40%, and emailing click ratios of 45%.
- Capturing customers with a contest on the Professional Make-up Facebook page
Simultaneously, in July we conducted a draw of 3 quarterly subscriptions in the largest Spanish make-up and beauty community on Facebook, ‘Professional Make-up’. ‘Birchbox Contest’ was a great viral success. There was great interest and expectation for the prize in the community of almost 300,000 fans, so much that we obtained more than 9,000 registrations. Additionally, in every publication announcing the contest, more than an average of 2,000 likes and 300 positive comments about the brand were obtained.
The contest ran for three weeks and showed 4 make-ups, and the users, just by voting for their favorite, participated in the random draw. The promotion was valid only for Spanish residents, thus we segmented the publications about the contest for this area. Duplicities were not allowed, and there was no age limit.
In order to consolidate the launching of Birchbox in Spain, we worked on an active advertising campaign in Google during the whole period to absorb any visit related to the brand and products promoted. Since the change in brand from Joliebox to Birchbox, the cost for capturing new users has been optimized by 50%.
Additionally, a display campaign was conducted in Yahoo to attract new subscribers and strengthen the brand positioning on women and beauty channels.