How Benefit is magnifying brand
love with referral
Since 1976, Benefit Cosmetics has grown from a single make-up shop to a global cosmetics brand, while maintaining a fun, tongue-in-cheek approach that customers love.
Background
Founded by American twins Jean and Jane Ford in the seventies, Benefit has since evolved into a cult beauty brand. It’s grown a devoted fan base that loves its problem-solving products and the cheeky sense of humor presented in its packaging, product names and advertising.
With such loyal customers, it made sense for Benefit to harness this brand advocacy through a referral program. It chose Mention Me to power its strategy, and worked with the team’s Referral Experts to start rewarding customers in 2016.
A/B testing by cohort delivers strong results
Like any sophisticated marketing channel, referral requires following a strategic testing roadmap, experimenting with every element to optimize performance.
To do this, Benefit uses Mention Me’s A/B testing by cohort functionality to test offers, messaging and the customer journey, all while serving a consistent experience. It has subsequently seen a significant increase in new customers acquired through referral.
We’ve been really impressed by the A/B testing functionality available with the Mention Me platform. It has enabled us to test a variety of gifts and samples as rewards to find which ones resonate best with our customers.”
Sacha Patel, CRM Manager, Benefit
Results
Through strategic testing and optimization, Benefit has achieved significant results including:
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30% of enrolled customers sharing the brand with friends in peak weeks
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Increasing share rate by 16% after optimizing the referral flow
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Referred customers making 24% more purchases than other customers
