The inaugural Beauty Drop, a 48-hour online-only beauty sale, was developed by GO Digital as a unique, bespoke event which would give the agency’s stable of beauty brands a rallying event to lift sales and build direct relationships with their customers.
Why GO Digital Launched A Bespoke Sales Event For Its Beauty Brands
Born from a desire to work more closely with its clients in new ways to create fresh sources of online revenue, GO Digital combined entrepreneurial and digital skills to create a standalone brand, The Beauty Drop. With a stable of affiliate clients, which featured a significant number of beauty brands, they hatched the idea while reviewing the business strategy.
Why GO Digital Launched A Bespoke Sales Event For Its Beauty Brands
GO Digital MD, John Yanny explained the thinking to CMO. “It struck me we have this depth and focus in the beauty category, and we were looking to see how we can proactively make a bigger impact,” he said.
Why GO Digital Launched A Bespoke Sales Event For Its Beauty Brands
For Yanny, the affiliate channel lends itself to new ideas and events and is less about responding to and executing on briefs.
Why GO Digital Launched A Bespoke Sales Event For Its Beauty Brands
“Very often the relationship dynamic in a creative agency, or marketing agency, is to have this collaborative relationship with the client, responding to briefs and strategically having input in terms of what can happen in the future,” he said. “With affiliate, it’s a pure performance channel and we get paid on the performance we deliver. So we’re always thinking about how we can make things better for our clients in that space.”
Why GO Digital Launched A Bespoke Sales Event For Its Beauty Brands
Turning to the internal creatives
Why GO Digital Launched A Bespoke Sales Event For Its Beauty Brands
It was also a new initiative the team of creatives internally could get excited about and take ownership of.
Why GO Digital Launched A Bespoke Sales Event For Its Beauty Brands
“There’s an appeal in the excitement of ideating, creating an idea of working on a product working on an idea from scratch, and kind of having…
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