helping users find their perfect shade of red with ... · by providing conversational ai that...

Helping Users Find their Perfect Shade of Red with Conversational AI

CBINSIGHTS

Conversational AI Case Study February 2019

Amelia

The challengeNailcare brand Sally Hansen sought to launch a festive campaign that consumers could truly engage with. Working with Automat, Sally Hansen developed a “Festive Reds” holiday campaign that helped users find their perfect shade of red with Conversational AI, increasing engagement and generating more direct connections with consumers.

What we did• Identify KPIs• Design and create the bot

conversation• Align bot creative with

campaign creative• Manage reporting and

data deliver

Results

11,000 Emails Captured in 5-day Campaign

2.43 Minutes of Engagement per Conversation

85% Email Opt-in Rate

The experience• Engaging Conversational UX

offers users guidance and a change to win a prize

• Diagnostic to suggest the user’s perfect shade of red

• Push to Ecommerce• Access to enhanced content

and tutorials

Sally Hansen Conversational AI Case Study -

Table of contents

Slide 4 About Sally Hansen

Slide 5 Project goals

Slide 7 Promotion

Slide 8 Consumer Experience

!3

Slide 6 Festive Reds

Slide 17 Sally Hansen’s Feedback

Slide 13 Results

Slide 18 About Automat


About Sally Hansen

!4

Sally Hansen, part of the Coty consumer beauty family, is an iconic nail care brand - a winner of countless awards that offers over 300 shades in 55 countries worldwide. As the leading nail brand in the US and other markets, Sally Hansen’s offerings encompass nail color, nail care, sunless tanning, hair removal and beauty tools.

Advocates of self-made beauty, based on the heritage of their founder - the iconoclastic writer, dancer, actress and inventor Sally Hansen - the brand encourages its followers to break boundaries and express themselves. In its communications, they encourage the same diversity, determination and boldness that their brand has always been known for, seeking to reflect that in every new way they engage consumers.


Project Goals

!5

Automat had previously worked with Sally Hansen’s holding company, Coty, as early as 2016 on Kalanibot for CoverGirl - a hybrid social media influencer and Conversational AI campaign.

In 2017, Sally Hansen saw the opportunity from the success of Kalanibot to put forward a distinct, limited edition collection just in time for the holidays. Everybody loves wearing red during that special time of year, and Sally Hansen knew that finding one’s perfect shade of red is a difficult yet rewarding feat! Operationally, this campaign would also (1) engage consumers through Facebook Messenger, (2) generate more minutes of engagement to develop stronger attraction to their brand and (3) collect emails to better solicit and promote sales.

Automat worked with Sally Hansen to position a strategy around the holidays called “Festive Reds”. The intent of this campaign was to leverage seasonal interest with a vibrant UX that would resemble the same vibrancy and expressiveness of Sally Hansen’s own products. This points to a successful model that can be leveraged elsewhere - namely, an engaging and context-driven campaign that utilizes a unique media buy and a contest or giveaway to generate maximum value and engagement.


Festive Reds

!6

The Festive Reds campaign was geared towards both engaging new users and promoting Sally Hansen’s hottest seasonal collection:• Users answered 4 quiz questions to find their perfect red based on skin tone,

undertone and personal style

• By completing the quiz, users were entered into a contest that gives them a chance to win a set of limited edition Festive Red nail polishes

• Users who shared their email addresses within the bot were entered into the contest, while those who opted out of sharing their email were still able to find their perfect shade of red

• The campaign was also used as an opportunity to further engage users with unique content, allowing them to access Nail Art Inspiration, as well as tutorials

• Having discovered their perfect shade of red, the quiz ends by allowing users to discover other functionalities within Sally Hansen’s Conversational AI


Promotion

!7

1 2 3

The bot was promoted through campaigns in both Facebook Newsfeed and Messenger, optimized towards conversions and promoting the opportunity to find their perfect holiday shade, as well as enter the contest.


Explaining the Contest and Getting Started

Once the consumer begins their interaction with the AI, the bot explains to them the campaign and gives them the opportunity to participate or make other requests.

They can choose to see what they’ll win from the contest, or get started and begin answering quiz questions right away.

Consumer Experience

!8Choice to shop or

start quiz

Engaging quiz UX with

multiple options

to choose from

Option to discover Prize


Creating a Beauty Profile

Giving consumers the ability to express their preferences and interests is one of the core advantages of Conversational AI. Users are able to indicate their style and preferences in the case of Sally Hansen’s AI, and each user response is remembered and stored in the brand’s CRM both to enable the best recommendations, and also to allow the brand to personalize future communications.

!9

At-home users are more

relevant for targeting - Sally Hansen isn’t used in

salons

Red shading is

highly dependent on skin

tone - the perfect red requires multiple

data points

Consumer Experience


Finishing Recommendation and Capturing Email

Conversational AI is able to pose relevant questions, providing a guided selling experience that delivers more personalized and satisfactory recommendations than what a consumer might otherwise find online.

With emails serving as a core metric for this campaign, Sally Hansen’s AI prompted users to share theirs in order to enter the contest before receiving their recommendation.

!10

Capture user’s

undertones to better

determine shade

One-tap email

capture

Consumer Experience


Product Discovery

After completing the quiz, users are presented with their set of unique recommendations.

They are not only better positioned to buy these particular products, given that they are more relevant to them, but are also able to request instructions and other content that enhances their path to purchase.

!11

Multiple options

Access to eCommerce

Ability to purchase or

access content

Consumer Experience


Sales Enablement

The additional content includes recommendations on how to best style and stand out with their new nail product, while tutorials instruct users on every step in application, meaning they are already engaging with the product both before purchase and delivery. It also establishes Sally Hansen as an expert in nail art and nail trends, which has an increasingly vibrant online and real-world community.

!12

Enhanced video

content

Ability to purchase or

access content

Consumer Experience

Sally Hansen Conversational AI Case Study - !13Sally Hansen Conversational AI Case Study -

Results

Beauty in the age of messaging - 2018 Consumers Survey -

Engagement

14

~0 Exits from quiz

experience

2.43 Minutes of engagement

per conversation



Insight

85% email opt-in (17x more

than on website)

15Sally Hansen Conversational AI Case Study -


Conversion

16

11,000 Emails captured with one

5-day campaign


Sally Hansen Conversational AI Case Study - !17

Sally Hansen’s Feedback

“Automat built a compelling case for Conversational AI, ultimately giving our brand a voice that was truly our own. Their technology, understanding of the consumer, and the ability of their Customer Success team to identify the most effective ways for our brand to add value through Conversational AI are unparalleled among competitors. With Automat, we collected more than 11,000 emails at an 85% opt-in rate, with 2.43 minutes of engagement per conversation. Almost no users exited the experience, showing outstanding value to our customers, and generating substantial engagement for our brand.”Jon-Michael Oliva, Senior Digital Manager Global & US for Coty and Sally Hansen

!18

About Automat

Proprietary AI Features

Dedicated Services Team

Automat is helping brands engage their consumers in Connected Conversations at scale.

By providing Conversational AI that communicates with G.R.A.C.E. (Guidance, Recommendation, Advice, Consultation, Expertise), Automat empowers brands to offer guided marketing, sales and service experiences that generate multiple minutes of engagement, build more opt-in first-party data, improve sales conversion and achieve high customer satisfaction.

Founded by a team with over 50 years of combined experience with Conversational AI, Automat works with some of the world’s largest brands across industries to transform their customer journey for the better. Our founders pioneered the world’s first commercial speech recognition and natural language systems - along with the first mobile voice assistants for enterprise. Automat has been identified as the world’s leading provider of Conversational Marketing by Opus Research.

Contact us to learn more about how you can use Conversational AI to connect your brand with its customers, in all the ways they’ll love.


Conversational Cloud Platform

mailto:[email protected]

Foundations of Conversational Marketing by Opus Research

Available at www.automat.ai/opusresearch

!19Sally Hansen Conversational AI Case Study -

http://www.automat.ai/opusresearch

Beauty is personal.Your Marketing should be too.

m.me/automatinc

[email protected]

Do you have questions about this case study, or about how you can deploy Conversational AI to better connect your brand and its consumers? Let’s chat!

mailto:[email protected]

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