The campaign
Achados Marisa
A continuous relationship and sales strategy that transformed shopping behavior into recurrence, value, and results for Marisa Card members.
Client
Marisa
Role
STRATEGY · VIEW CASE →
Achados Marisa was born from a simple question: how to make the Marisa Card member return more often, spend better, and feel that the brand speaks with her—not at her.
Challenge
Increase store frequency, decrease recency, raise average ticket, and create perceived value for Marisa Card members without depending on aggressive discounts or breaking the premium perception of the relationship.
Approach
- 01
Replace the traditional sales campaign with a long-tail campaign—weekly pushes within the same 'Achados Marisa' editorial universe.
- 02
Spiral strategy in continuous storytelling: each 'Achado' (Find) references the previous and prepares for the next, transforming transactional communication into retail-applied relationships.
- 03
Segmentation of the Marisa Card base by recency and spending—Assiduous, Absent Big Spenders, Economic Enthusiasts, Economic Absentees, and Blocked—with different drivers per cluster (novelty + opportunity vs. price + opportunity).
- 04
Propensity study for cross-selling based on purchase history, suggesting pieces that match what the member already took home.
- 05
Redesigning CRM channels: email as the hook, SMS as the trigger, direct mail as the context, the bill as the follow-through, POS as the closer, and e-news as the bond-strengthener.
Deliverables
- 'Achados Marisa' platform and continuous editorial territory
- CRM grid segmented by recency, spending, and cross-selling propensity
- Integrated channel ecosystem—email, SMS, direct mail, bill, POS, and e-news—with defined roles
- Advertorials, bill ads, and POS materials aligned with the same storytelling
Context
The Marisa Card base brought together very different profiles—from assiduous big spenders to economic absentees—and mass communication treated them all the same, eroding frequency, recency, and average ticket throughout the year.
Instead of a traditional sales campaign, we designed a long-tail platform: 'Achados Marisa'—a weekly curation of pieces presented as an editorial discovery, not an offer.
The platform functioned as a continuous story. Each week opened a new 'Achado' (colored pants, lingerie, boots, youth fashion) that dialogued with the previous one and with each member's purchase history, in a spiral storytelling that brought brand and consumer closer with every conversation.
Outcome
Achados Marisa proved that a well-designed relationship is a sales channel: 9.1% of likely members went to the store and bought the week's items with their Card; 8.8% of those impacted by cross-selling purchased the suggested items based on history; target recency dropped 5.1%; campaign ROI was 367%, with an incremental R$ 10.3 million—and the platform won Gold at the 2014 ABEMD Awards.
Credits
- Client
- Marisa · Cartão Marisa
- Agency
- Fábrica
- Strategy
- Anderson Espanha e Bruno Rothstein
