Driving sales amid uncertainty by providing hyper-personalised solutions
Bringing individualised in-store experiences online and scaling through personalised product recommendations and experiences custom-tailored for target audiences.
The #1 dermatologist recommended skincare brand.¹
CeraVe is the #1 recommended skincare brand on the popular social media platform TikTok.² Its gentle-to-skin products have also been widely endorsed worldwide by skincare organizations, including being awarded more Seal of AcceptanceTM awards from the National Eczema Association than any other brand.¹
In the spring of 2020, at the height of the COVID-19 lockdowns, CeraVe worked with bot•hello to provide online tailored solutions to their customers without physically interacting with them. CeraVe’s vision was to offer the same personalised in-store experience and excellent customer service that characterises them while keeping their customers safe and following the authorities’ restrictions.
Personalising the buying experience in the midst of uncertainty
Traditionally, customers make purchasing decisions in the store. They choose the product by trying it, comparing the different options on the shelves, and, most importantly, by receiving recommendations from an in-store specialist. Once the COVID-19 pandemic started, the customer experience completely shifted from in-person interactions to strictly online ones. Brands had to quickly adapt. They still had to be able to deliver the same, or even better, customer experience and tailored recommendations while navigating the challenges of online-only shopping.
Embrace the online customer experience and use it as a sales opportunity
Bot•hello collaborated with CeraVe to create a Chatbot to assist their customers in finding the best solution for their individual skin concerns and goals. We accomplished this through a series of highly-engaging questions presented in an on-brand format using photos, icons, GIFs, and emojis.
To ensure the Bot's personality accurately reflected the CeraVe brand, we researched the target demographic on millennial and Gen Z social media platforms, such as Instagram and TikTok. We discovered that the real appeal of CeraVe lies in its simplicity. Therefore, we created questions that were clear and straightforward. In doing so, we were able to deliver value to both the consumer and the seller, creating a better-individualised product match, increasing purchase satisfaction, and fostering repeat business.
We successfully generated a low-cost solution to overcome a time of worldwide uncertainty.
- 📺 Branded media: Bespoke videos and ceraVe-branded carousels were created to maintain a consistent brand experience.
- 📊 Zero party data: The campaign provided unique insights into customer preferences regarding product type and outcomes
- 📩 Targeted mailing list: CeraVe now has a hyper-engaged channel to send content directly to their customers.