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Case Study: Bumble & Bumble


Bumble and bumble started out as a NYC salon and today, offers extraordinary products that are coveted by hairdressers, actors, models, and beauty junkies worldwide. Bumble and bumble’s mission is to be the best hair care company in the world through a continuous process of self-examination and reinvention; to inspire creativity in everyone they touch; and to have a great time doing it all.  Bumble and bumble has been working with Olapic for more than four years, and was the first of the now many Estée Lauder brands to partner with Olapic.

The Challenge

Bumble and bumble regularly utilizes email as a channel to promote social campaigns and incorporates its consumers’ photos in a variety of marketing emails. Whether honoring strong and unique women for International Women’s Day, providing customers a sneak peek to backstage during Fashion Week with #BbBACKSTAGE, showing some love to their male fans – #BbMAN – in a Father’s Day campaign, or simply giving a nod to their confident curly girls, their #BbCurlSquad, Bumble and bumble takes advantage of email as a means to highlight the looks and lifestyles of their loyal fans. They were, however, looking to diversify the content in their triggered email campaigns, specifically their cart abandonment email series, in a more automated way in an effort to drive return traffic from shoppers who have shown purchase intent, and ultimately, drive conversions.

The Solution

Bumble and bumble leverages Olapic’s content delivery tool in which a customized feed – complete with product name, product ID, original brand photo, and associated user-generated image urls –  is securely shared with their email technology partner. By simply adjusting trigger campaign rules, Bumble and bumble dynamically pulls in their rights-approved user-generated images associated with the product or products left in the consumer’s shopping cart to complement the product imagery featured in the email. The feed, refreshed daily, organized the photos by Photorank™, Olapic’s proprietary algorithm which analyzes photo attributes to predict expected conversion rate. This ensures Bumble & bumble is including the most effective content within their emails.

  • 89
    higher conversion rate than emails without user-generated content
  • 71
    higher revenue than emails without UGC
  • 16
    higher click rate than emails without UGC

The Results

Within a couple of months, Bumble and bumble saw fantastic results from their cart abandonment email program.  And, when compared to the programs of the division brands, Bumble and bumble outperformed in conversion rate, revenue per email, and click-to-open rate. The ongoing campaign continues to drive high return traffic and revenue.