How Playboy Attracts Growth Through Customer Listening
When you’re a brand as legendary and renowned as
Playboy , the addressable market for
your merch is vast enough to create complexity in every aspect of
marketing. Is this ad platform working, or are we just Playboy? Did we
time this messaging perfectly, or are we just Playboy? Is our store
expertly optimized for conversion, or are we just Playboy?
It may be a nice problem to have, but it’s certainly not a simple one.
To help make sense of it all, Playboy relied on agency partner
WITHIN to advise digital marketing tactics, who in
turn implemented Fairing to deliver zero party data directly from
customers post-purchase. Here’s what they learned.
The Playboy Brand Is The Biggest Value Prop
The urge to run post-purchase HDYHAU surveys with only paid media
channels as the available responses is strong, but it only tells you
what you want to
hear . Ground
truth data, by nature, is not concerned with what you want to hear, and
requires that you expand the realm of possibility in your attribution
modeling.
The WITHIN team saw this manifest almost immediately after rolling out
Fairing’s Question Stream™ , where an
astounding percentage of customers were choosing to write in an Other
response to the attribution question, “What drove you to purchase from
Playboy today?”
Reviewing these Other responses revealed a common thread: the vast
majority of customers were trying to tell Playboy, “you’re Playboy,
obviously.” And in following best practices, that’s exactly the response
WITHIN added to the brand’s survey question… with clear results:
“What drove you to purchase from Playboy today?” isn’t as rigid an
attribution question as others can be, which was intentional given the
effort customers were initially willing to make to have their voices
heard. At the end of the day, what was the most influential factor in
driving these shoppers to buy? An ad platform will not provide that kind
of perspective, nor do they have the holistic toolkit to do so. Only the
customers themselves can deliver this kind of ground truth: creative,
placement and targeting may all be contributing factors to a purchase,
but the lion’s share of Playboy customers inevitably convert because of
the brand.
Cleaning The Attribution Windows
The aforementioned insights help to clear up another mystery: how long
should a media campaign’s attribution windows be? Playboy’s Snapchat ads
were running a window that initially claimed attribution at a rate 245%
higher than what customers stated through Fairing. Does it make sense
for Snap to claim several weeks of credit as “ad recall”, when the
Playboy brand has likely been living rent-free in these shoppers’ heads
for years? Probably not.
By shortening the window to resemble more of a direct response campaign,
WITHIN quickly saw Snapchat’s attribution fall in line with what
customers were reporting directly: a 10x improvement in precision
between the two data sources, with Snap now over-reporting at a mere 14%
against Fairing (well within the tolerances of the agency’s measurement
science).
*"Fairing post-purchase survey insights have validated our channel mix
strategies and provided guidance on new opportunities to leverage."
- — Rebecca Traverzo, EVP, Global Marketing, Consumer Products @
PLBY Group
1:1 Marketing Is Possible For A Global Brand
The wise stakeholders at Playboy and integrated marketers at WITHIN made
full use of Fairing’s Question Stream™ to
tackle challenges beyond attribution. Namely, they asked a plethora of
questions that would give such a large brand the kind of 1:1 customer
engagement that simply can’t be developed through retail sales. Thus,
the magic of DTC.
Do you follow us @Playboy on socials?
Apart from the clear opportunity to deepen a new customer connection
with a cue to follow social handles, this question pairs well with the
added insight of attribution, and informs where some hidden community
growth opportunities may lie.
Where else do you like to shop?
Understanding the context of the customer’s closet — not just their
shopping bag — is a specialty of zero party data, and in Playboy’s case,
was integral in enriching affinity targeting for their audiences.
How would you describe yourself?
One of the simplest and most effective questions to ask, “How would you
describe yourself?” is a persona-building data point that, through
Fairing, can be sent in real-time to personalization platforms to cater
creative and offers to the right audience, at the right time.
Conclusion
It’s inspiring to see how a brand as prominent as Playboy can nurture
customer relationships directly, while leaning on their sheer scale to
make data-driven decisions at the speed of a modern martech stack. The
team at WITHIN also deserves a ton of credit for
going above and beyond what a typical agency defines as “integrated”
marketing strategy. Ultimately, it’s the customer relationships that
give brands their sustainable, proprietary advantage — and when
stakeholders listen to those customers, new growth trajectories can be
unlocked.