How Benefit is magnifying brand love with referral.
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.
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.”
Through strategic testing and optimization, Benefit has achieved significant results including:
30% of enrolled customers sharing the brand with friends in peak weeks
Increasing share rate by 16% after optimizing the referral flow
Referred customers making 24% more purchases than other customers