MAKE UP FOR EVER: The 72 Transformations of Membership Center-based Marketing
Omnichannel Data Integration | Makeup Trial Appointment MGM | Points Mall Setup
### Project Background
The charm of makeup lies in its ability to let everyone shine as the protagonist in their own story. In recent years, the popularity of makeup has been on the rise, especially when tied to holidays like Valentine's Day and Chinese Valentine's Day. With constant buzz around major trending topics, makeup has become one of the hottest subjects today. As a result, people's attention to makeup brands continues to grow.
MAKE UP FOR EVER, also known as MECAFI, is a professional makeup brand born out of art and passion. In 1999, it officially joined the global luxury products pioneer LVMH Group, accelerating its international expansion. Today, MAKE UP FOR EVER has a presence in over 52 countries and regions worldwide. It is beloved by professionals and makeup enthusiasts alike and is a frequent "backstage favorite" at international fashion shows and major events.
After years of development, MAKE UP FOR EVER has not only built a solid reputation but also accumulated a large fan base. Gathering these fans, constructing a membership profile, and conducting membership marketing activities have become essential tasks for a brand of this caliber. Consequently, MAKE UP FOR EVER teamed up with Webpower China to execute an outstanding membership marketing campaign.
### Strategy and Execution
1. Project Objectives
Integrate omnichannel order information and membership information to establish the MAKE UP FOR EVER SCRM Membership Data Center, aiming to retain members.
Increase member engagement through a point system, and conduct targeted membership marketing activities based on the SCRM Membership Center. This approach aims to improve member loyalty and activity while enhancing the brand image and better connecting with members.
2- Project Execution
1. Establish the SCRM Membership Center, set up the points mall, and gather data intelligence.
In the new landscape of marketing, to improve efficiency and accuracy, all marketing activities are ideally based on proprietary data. If a company loses control over its data and gets "tied" to channels or platforms, it is likely to miss out on its own traffic dividends. For MAKE UP FOR EVER, its membership database is a valuable commercial asset.
Therefore, MAKE UP FOR EVER first integrated CRM data, store data, e-commerce data, and WeChat data to establish the MAKE UP FOR EVER SCRM Membership Center. To further enhance member activity and increase member engagement, the Membership Center also incorporates a points mall.
Members can view their orders, vouchers, and points in the SCRM Membership Center. They can also make online appointments, redeem gifts from the points mall, and participate in exclusive member benefits and activities.
2. "Members Only" Activities: Enhance the Membership Center Data Warehouse
After the launch of the Membership Center, MAKE UP FOR EVER further attracted fans with "Members Only" activities, thereby enhancing the Member Center data warehouse. Online, they pushed WeChat articles and messages, while offline, they exposed the activities in stores to drive traffic online. Fans entered the activity page through the guidance of WeChat messages and, before participating, they needed to bind their membership information. This process effectively attracted a wide range of fans to the Membership Center and enriched the data.
After completing the binding process, fans could participate in the spin-the-wheel activity, with prizes including points, physical gifts, and a Makeup Trial Appointment. If they won the Makeup Trial Appointment, they could visit an offline store for a free makeup experience and bring a friend along. This encouraged word-of-mouth and achieved MGM viral marketing.
This marketing campaign attracted nearly ten thousand participants within a month, including a large number of new members. MAKE UP FOR EVER enriched its SCRM Membership Data Center through this initiative. Currently, the binding rate of new members for MAKE UP FOR EVER has reached90%!
3. Upgrade Membership Engagement: New Year Lucky Giveaway - "Small Points, Big Prizes"
MAKE UP FOR EVER developed numerous engagement strategies around the SCRM Membership Center. For instance, the New Year Lucky Giveaway—an event aimed at all fans with ≥500 points. They were sent WeChat messages and SMS introducing the event, with corresponding displays in offline stores for multichannel promotion. Fans were guided to the event page, where they also needed to bind their membership information before they could "Enter the Draw."
- Lower the Participation Threshold
Gift redemptions in the points mall usually have significant thresholds (often requiring thousands of points). MAKE UP FOR EVER used the New Year Lucky Giveaway as an opportunity to set a low threshold of 500 points, maximizing fan participation. This approach fully mobilizes fan enthusiasm, extensively enhances the Membership Center data, and thoroughly taps into member value.
- Drive Traffic to Offline Stores
Prizes are categorized into points and physical gifts. Physical gifts can only be claimed at nearby offline stores, facilitating online-to-offline traffic. This drives foot traffic to the stores, where members might also make additional purchases.
- Increase Engagement and Dependency
After following the official WeChat public account, users will discover more activities exclusively available to "members," thereby increasing their dependency on their membership and the public account. Additionally, the public account is enriched with new "engagements," offering members more than just the ability to read articles; they can also engage in deeper interactions with the account.
### Highlights and Innovations
1. Membership Center + Member Activities: Building Data-Driven Core Competency Around Membership
MAKE UP FOR EVER broke down channel barriers by integrating members' social information with CRM purchase information to establish the SCRM Membership Center. This enabled data segmentation, user behavior analysis, and the creation of multidimensional user profiles. By transforming data into vivid individual entities, they imbued the data with vitality and commercial value. Additionally, on the foundation of the Membership Center, periodic membership marketing activities are released to enhance brand loyalty and member activity, reactivate dormant members, and increase conversion rates.
2. Online + Offline: Seamless Traffic Integration and Shared Services
Through an online membership center powered by the points mall and offline stores, MAKE UP FOR EVER has created a closed-loop brand membership marketing system. Online campaigns extend the user experience from online activities like draws and interactions to offline activities such as makeup trials and prize claims, significantly boosting brand repurchase rates. During the warm-up phase of online activities, offline stores also promote these events. Store staff guide customers to complete information binding, converting store foot traffic into online members and enriching the data warehouse. This approach maximizes the exposure of brand activities, allows for shared services between online and offline channels, and offers members an excellent brand experience.
3. Proven Viral Marketing
The "Makeup Trial Appointment" activity encourages member-get-member (MGM) marketing, where existing members bring new ones. This kind of organic viral marketing is relatively low-cost but can attract a significant number of new members. New members often show high loyalty, as they are introduced through trusted existing members. MAKE UP FOR EVER, already enjoying high brand recognition, leverages MGM marketing to allow more people to try their products, gaining firsthand experience. This approach not only expands the customer base but also further enhances the brand's reputation.
【Project Outcomes】
Webpower China assisted MAKE UP FOR EVER in establishing the SCRM Membership Center and in planning and executing membership marketing activities. Through the Membership Center, MAKE UP FOR EVER has achieved a series of significant results.
The "Members Only" activity marked the successful launch of the Membership Center, significantly boosting new member growth, with participation exceeding ten thousand people within a month.
The "New Year Lucky Draw" activity saw nearly 20,000 winners, fully engaging low-spending but highly active members. This strengthened the bond with members and deeply tapped into their value.
The marketing achievements of the Membership Center extend far beyond these visible results. In the future, MAKE UP FOR EVER can leverage the center to innovate further in the realm of membership marketing, continuously evolving its brand marketing strategies and driving sustainable business growth.
Webpower Rights Statement
Webpower China Region All Rights Reserved. Reproduction must include the source.
