For the 6th edition of the Grand Prix de la Data, Numberly stood out with 2 awards. For this 2023 edition, the aim was to award the best and most innovative schemes and campaigns where data is used to serve communication and marketing.
Yves Saint Laurent Beauté, Philips Hue and Numberly awarded at the Grand Prix de la Data 2023!
Silver in the Measurement and Performance category for Signify by Philips Hue and Amazon Marketing Cloud, and Bronze in the CRM category for Yves Saint Laurent Beauté.
Measurement and Performance Category - Silver Award
In the Measurement and Performance category, Numberly won a Silver Award for its use of Amazon’s Clean Room (Amazon Marketing Cloud) in a campaign for Philips Hue’s Signify.
In fact, AMC enabled us to break down the barriers to measurement by bringing together for the first time several sources of activation data within a single study perimeter. To this end, we developed customized studies:
- a study of overlapping exposures and conversions between our activations
- a multi-levers study to determine the impact of exposure to one or more levers on the conversion rate
- a study to understand the impact of the position of each lever in the conversion path
Here are the insights: it turns out that only 10% of people exposed to Sponsored Ads were also exposed to Display Ads, that the purchase rate is multiplied by 5 when exposed to complementary advertising formats, and that over 50% of purchases are generated by people who have been reached by at least 2 levers.
CRM Category - Bronze Award
In the CRM category, the collaboration between Yves Saint Laurent Beauté and Numberly was awarded a Bronze Prize. This social networking campaign enabled us to create a premium, engaging and differentiating interaction for consumers, with excellent overall KPIs.
Yves Saint Laurent Beauté decided to leverage an innovative new communication channel: RCS, by leveraging the Black Friday period when Christmas shopping traditionally begins. With the Gift Finder, the aim is to offer consumers a high-end conversational experience.
The objective? Help recipients discover the Yves Saint Laurent Beauté products best suited to their profile or the profile of their loved ones by answering two questions:
1) Are you looking for a gift for…
- A woman
- A man
2) How would you describe this person?
- Mysterious
- Timeless
- Passionate
At the end of the conversation, a carousel appears with 4 personalized product proposals based on each person’s answers.
