IE | Case Study | Mecca Brands - Beauty Election Campaign Development
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Mecca Brands – Beauty Election

Campaign Development

Mecca.com.au is the online presence of Mecca Cosmetica, Mecca Maxima, and Kit Cosmetics. Together, these concepts bring Australian and New Zealand consumers the best in global beauty across over 100 blockbuster international brands and 7000 products.

Each year, Mecca Brands runs The Beauty Election, giving customers the opportunity to vote for their favourite products in ten coveted categories and be in with a chance to win a year’s supply of beauty.

This year, Mecca Brands engaged IE to create a voting tool that allowed visitors to easily select products, enter their details and submit their entry to the competition. IE developed the tool within Mecca Brand’s existing e-commerce platform, Demandware.

Mecca-Beauty-Devices_Case-Study

As the Beauty Elections were promoted across all Mecca Brands’ digital channels including social media, IE built the tool using responsive design to make it accessible on any device. The competition saw 18% more entries than last year in a campaign that ran for half the time, with each entrant spending an average of almost 6 minutes voting.

After a user submitted their entry, the tool aggregated a shopping list of their favourite products. Users who shopped these products converted at a rate 15% higher than the site’s average.

Other results from the campaign include:

  • 57% mobile traffic
  • 91% of visitors to the page completed voting
4 voted (alternative)