Planit

Stunning. Online and in-store.

In the cluttered world of cosmetics, Planit helps Mally shine. (Figuratively, of course.)

Client:

Mally

In a sea of cosmetics parity, how do you stand out and stay true?

Mally Beauty turned to Planit to bring the brand’s philosophy and unique position to new audiences online and in-store—which revolved heavily around the personality and presence of Mally Roncal herself.

KEY ELEMENTS TO OUR APPROACH

  • Gave Sales Performance Strategies a Face-lift

    Gave Sales Performance Strategies a Face-lift

    By monitoring and analyzing customer cohorts and buying behaviors, we were able to consistently raise conversion rate year over year in 2012, 2013, and 2014.

  • Put Social Media Growth in the Spotlight

    Put Social Media Growth in the Spotlight

    Through a combination of social media advertising, analysis of engagement rates, and an understanding of the best performing content, Planit was able to exponentially grow Mally Beauty’s social media channels.

  • Rejuvenated Email Marketing Efforts

    Rejuvenated Email Marketing Efforts

    Re-envisioned email marketing approach and design by tackling everything from ideal promotional calendars to modern responsive methodologies.

    Key Results:

    + 5% Increase In Click-Through Rates

  • Took the Holiday Season to The Next Level

    Took the Holiday Season to The Next Level

    Designed and developed a clutter-breaking holiday microsite, featuring a digital snowflake generator which allowed Mally's diehard fans to share special messages (and discount codes) with loved ones.

  • Optimized Paid and Organic Search Performance

    Optimized Paid and Organic Search Performance

    Capitalizing on the momentum of the 2013 Holiday campaign, Planit increased paid search revenue by 68% and organic search revenue by 28% in Q1 of 2014. Overall site revenue was up 38% over Q4 of 2013 (which included Black Friday) and 12% over Q1 of 2013.

  • Launched the Brand in ULTA with a Fully-Integrated Campaign

    Launched the Brand in ULTA with a Fully-Integrated Campaign

    Brainstormed and executed a fully integrated campaign for Mally's nationwide launch in ULTA. Created and promoted Mally's ULTA Nation Sweepstakes, where users could take a selfie with a cardboard cut-out of Mally in their local ULTA store and upload to Facebook.

Clutter-breaking without breaking the brand.

With Mally herself as the face of the brand, we needed to fully embrace the feel and tone of the brand—from gorgois to amazois—on social media, QVC, and everything in between!

The cosmetics industry is incredibly cluttered—especially during the holiday season. Each promotion required a strong, integrated campaign promoting the new offerings and sales to stand apart from the competition.

With Mally Beauty sold on MallyBeauty.com, QVC, and now through ULTA Beauty there is competition among channels. Planit has divide and conquer across channels in order to keep everyone happy and continuously interested in promoting the brand.

+ Increased Followings

by 89% on Facebook, 77% on Twitter, 568% on Instagram, 542% on Pinterest, and 97% on YouTube

+ 800

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