How PRIMALLY PURE 4X their $/recipient from data captured from selfie quiz?


About Primally Pure

Primally Pure is one of the leading skincare brands in the US. Their products are formulated using real ingredients derived from nature for maximum purity and potency. They consult with leading experts in the beauty and wellness industries to create truly safe skincare products that offer real, recognizable results. The products are made with certified organic ingredients that are sourced with the utmost attention and care, from family-owned farms whenever possible. Primally Pure exists to get natural skincare products into the hands of people all over the world, and even more importantly, to equip people with the knowledge they need to improve their skin and live healthier, more fulfilled lives.

The Problem: 

 Improve email campaigns, increase sales

The Solution: Hyper-targeted Selfie Quiz data campaigns

With selfie quiz data in hand, Primally Pure initiated a marketing campaign. However, instead of casting a wide net and trying to reach a broad audience, they used the collected information to create a highly focused or “hyper-targeted” campaign.

Screenshot of Primally Pure Hyper-targeted campaign

This means they designed their marketing efforts to specifically appeal to and address the needs of those individuals who had reported having dark circles and wrinkles. The aim of the campaign was to offer products or services that could potentially help these particular shoppers address their skincare concerns effectively.

The Result: 4X times the market standards $/recipient

Their average cost per recipient across all campaigns is $0.16, while the average cost per recipient for global email campaigns is $0.10. However, the cost per recipient for this particular campaign was nearly 2.5X times their average and nearly 4X times the industry standard.