Davines achieved 150% growth in orders, outpacing projections by taking a hyperlocal marketing approach

Davines, a global leader in sustainable beauty, understands that customers, competition, and preferences all vary greatly by community how consumers interact with the brand and ultimately influence purchase decisions.

Hannah Dixon, Global head of ecommerce for Davines says, “Understanding our customers and how they interact with our products within local communities is extremely important. Audience targeting alone is not enough. Our brand has been built through local relationships at the salon level and we wanted our messaging to be curated and specific to each community – otherwise it feels inauthentic and falls flat. The ability to identify communities and address them each specifically no matter where they are online with content curated to their geography is the experience we want to create for our customers."

Successful marketing programs require isolated community budgets, cross platform execution, and individual optimizations per location. Achieving this at scale has been a great challenge for many brand marketers.

Previously, a hyperlocal approach to  e-commerce wasn’t possible through traditional automated display media buying terminals. To accomplish this, Davines partnered with Hyperlocology to execute hyperlocal digital advertising to automate individual community campaigns at scale. 

Davines selected authentic, diverse, and brand-aligned local influencers and created assets specific to each influencer. These were assigned to the relevant geolocations and used across multiple marketing channels. Utilizing Hyperlocology’s Distributed Automated Marketing Platform, Davines was able to effortlessly build, execute, and analyze hundreds of customized local marketing campaigns in one interface.

This campaign hit the marketing sweet spot of delivering measurable and immediate sales return and increasing brand awareness. Davines was able to achieve a 3x direct sales return on investment for this campaign, over 130% vs. the target goal. They also increased brand awareness off a small investment by reaching over 11M people with both the influencer campaign and digital advertising. 

Dixon adds, “We are extremely proud of the results from our first digital campaign in partnership with Hyperlocology. It was a big step for our brand to test advertising online for the first time and partner with influencers in a paid manner. It also provided great insights into the geography of our consumers across North America. Since the initial campaign, we’ve continued to leverage the learnings and partner with Hyperlocology and are trending significantly above our plan for e-commerce.” 

Hyperlocal and e-commerce are a powerful combination; breaking the mold of how marketers typically believe hyperlocal marketing is best utilized.  To do hyperlocal right requires the ability to easily view unique communities as individual campaigns, across all channels, to drive the required results.  This community up approach allows Davines to outperform their e-commerce objectives and improve how they connect authentically with loyal customers, while staying true to their mission of beauty and sustainability.

Learn more about Hyperlocology can help your brand achieve hyperlocal digital advertising at scale. 

“Audience targeting alone isn’t enough. We wanted our messaging to be curated and specific to each community…The ability to identify communities and address them each specifically no matter where they are online is the experience we want to create for our customers.” 

Hannah Dixon, Head of Global e-Commerce, Davines

3X direct sales ROI

150% order growth