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IM

The most cost-efficient
incentive was 300 yen off
for first-time purchase campaign

CVR of users provided
with coupons was 22% higher than of
those without coupons

The subscription rate
from new customers has improved
from 40% to 70%

IM leveraged AiDeal, Appier’s intelligent promotional marketing platform, to carry out two promotional campaigns to decide the most effective coupon. The results of the campaigns further brought effectiveness to IM’s future marketing strategies.

Brand Story

BRIGHTAGE, a Japanese skincare and cosmetics brand under IM, offers anti-aging products to help customers maintain skin resilience, as well as moisturize and brighten their skin.

Goal

Customers were able to choose between a trial kit and a subscription trial on BRIGHTAGE’s landing page, but the number of new customers who chose the trial kit was always higher as they felt it was too much to pay for the subscription. IM wanted to encourage more subscriptions as it believed that customers were likely to see skin improvements from regular use.

Appier's Solutions

Appier's Solutions

Campaign 1: targeting hesitant customers
IM used AiDeal, powered by advanced Machine Learning, to conduct one A/B test, randomly dividing the target audiences who were hesitant customers into a 50:50 ratio. While Group A was offered a coupon for 500 yen off upon selecting the subscription trial, Group B was not provided with any coupon. The CVRs of the two groups were measured.
Campaign 2: targeting all visitors
IM used AiDeal to send coupons to visitors who landed on the site in two separate tests to understand how different discounts influenced performance. The same customer pool was randomly divided in a 50:50 ratio, and group A was offered a coupon of 300 yen off in the first test while group B was offered a coupon of 500 yen off in the second test. The impact of different incentives on CVRs was measured.
Campaign 1: targeting hesitant customers
IM used AiDeal, powered by advanced Machine Learning, to conduct one A/B test, randomly dividing the target audiences who were hesitant customers into a 50:50 ratio. While Group A was offered a coupon for 500 yen off upon selecting the subscription trial, Group B was not provided with any coupon. The CVRs of the two groups were measured.
Campaign 2: targeting all visitors
IM used AiDeal to send coupons to visitors who landed on the site in two separate tests to understand how different discounts influenced performance. The same customer pool was randomly divided in a 50:50 ratio, and group A was offered a coupon of 300 yen off in the first test while group B was offered a coupon of 500 yen off in the second test. The impact of different incentives on CVRs was measured.

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