Webpower Wins the Bronze Award in the "Digital Group · SCRM Private Domain Marketing" Category at the 2022 Morketing "Lingmou Awards"!
At the end of December 2022, the Morketing "Lingmou Awards" online ceremony officially announced the winners of the 2022 Morketing Awards!
Webpower, alongside numerous brand clients, continually focuses on their multi-dimensional marketing needs, consistently delivering various innovative and effective one-stop digital marketing solutions and services. The submitted case study - "The Digital Marketing Journey of an Internationally Renowned Beauty Brand" - has proudly won the Bronze Award in the "Digital Group · SCRM Private Domain Marketing" category at the 7th Morketing Awards 2022 Lingmou Awards. Congratulations!
The "Lingmou Awards" is Morketing's first industry award in China focused on "Digital Intelligence-Driven Business Innovation." Based on the "Mobile, Data, Technology" gene and a global perspective, it encourages marketing business innovation. Since its inception, the award has become one of the authoritative awards in the industry with its strong panel of judges, professional evaluation criteria, and objective and neutral review process. It has played a significant role as a trendsetter for industry development.
It is reported that this year's Lingmou Awards received a total of 1,335 case submissions, resulting in 100 awards across various categories such as automotive, fast-moving consumer goods, furniture, beauty, food and beverages, and gaming. The average winning rate was about 9.8%; in some highly competitive categories, the winning rate was less than 7%. It is truly remarkable that our case stood out among the submissions and received unanimous praise from the judges.
Reveal | Three Highlights of the Award-Winning Case
01. Building Core Data Competency
Although the importance of data is already self-evident, the brand clearly understands the value of member data and has made significant and meaningful attempts in this project. During the project's implementation, Webpower carried out a comprehensive digital deployment, establishing a proprietary SCRM data center for the brand. This aggregated data from all channels to build "core data competency."
02. Omni-Channel Integration, Online and Offline Synergy
The core of omni-channel integration is identity recognition and merging. Tags, Life Cycle Stages, and Lifetime Value are its three core profiling dimensions. Data is gathered from various online e-commerce channels and offline stores, sampling machines, and more. The brand collects data across all channels and applies this data in a personalized manner back to all channels, achieving synergy and maximizing brand effectiveness across channels.
03. Refined Operations Enhance User Experience and Encourage Repeat Purchases
In the brand's daily operations and various campaigns, SCRM is used as the connection point to enhance membership loyalty management.
Based on user tags and segmented groups, targeted content is pushed through WeChat messages and promotional information. Both the pushed content and the membership benefits center are tailored to individual preferences, strengthening the connection between consumers and the brand on WeChat. This enhances the consumer experience, refines every marketing touchpoint between the brand and its members, and delivers more precise marketing content.
Project Outcomes
01. Since the launch of the brand membership center, the feature interaction rate of the membership center has been over 80%. The personalized features of the membership center have achieved 100% full coverage, catering to current user scenarios while meeting the brand's demands.
02. By utilizing membership lifecycle management, ineffective marketing actions have been reduced, thereby effectively lowering marketing costs. Through refined membership operations, sales of the brand's high-end anti-aging diamond and gold line products increased by 205% compared to before the launch of the SCRM membership center.
03. Targeted recommendations for new users to try new products have effectively activated users and encouraged product upgrades, resulting in a repurchase rate that is 8 percentage points higher than the group average, and a 25% increase in average order value.
In 2023, we will forge ahead and achieve even greater success together with our clients!
