#115 CO-LAB is CO-FUN | Melanie van Rooy
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Marketing done the right way.
In this vibrant conversation, Carmen Murray sits down with Dr Melanie van Rooy, an old friend, to talk about the power of collaboration and how we can do marketing the right way, by co-innovating with our customers. These insights will leave you in awe!
Herewith some highlights:
Rebuilding Brand Trust After Scandal
Melanie took over the marketing team after the diversity scandal in 2021. Her task was repositioning the brand, especially with female customers. The initial focus was on fixing fundamentals, but she then aimed to rebuild brand love through deeper customer collaboration.
Co-Creating Marketing Campaigns
Clicks leverages a 60,000 member online customer panel for continuous feedback and co-creation. Examples include collaboratively developing full marketing campaigns and events, designing private label packaging, and tailoring pricing strategies based on customer input.
Educating Customers on Ethical Beauty
Clicks offers ethical beauty ranges that meet customer demand but faces challenges in consumer education and getting customers to walk the talk. Pricing barriers and reformulation backlash show gaps between ethical claims and purchase behaviours.
Embedding ESG Principles Across Business
Regulator fines are driving ESG adoption in South Africa. For Clicks, executive bonuses are now tied to ESG KPIs including renewable energy targets, to embed sustainability principles culturally.
Leadership Focused on Empathy and Vulnerability
Melanie's inspirational leadership style draws from family bonds and aims to create trust via empathy, vulnerability and avoiding female boss stereotypes. She wants to continue encouraging feminine emotional intelligence in the boardroom.
In this vibrant conversation, Carmen Murray sits down with Dr Melanie van Rooy, an old friend, to talk about the power of collaboration and how we can do marketing the right way, by co-innovating with our customers. These insights will leave you in awe!
Herewith some highlights:
Rebuilding Brand Trust After Scandal
Melanie took over the marketing team after the diversity scandal in 2021. Her task was repositioning the brand, especially with female customers. The initial focus was on fixing fundamentals, but she then aimed to rebuild brand love through deeper customer collaboration.
Co-Creating Marketing Campaigns
Clicks leverages a 60,000 member online customer panel for continuous feedback and co-creation. Examples include collaboratively developing full marketing campaigns and events, designing private label packaging, and tailoring pricing strategies based on customer input.
Educating Customers on Ethical Beauty
Clicks offers ethical beauty ranges that meet customer demand but faces challenges in consumer education and getting customers to walk the talk. Pricing barriers and reformulation backlash show gaps between ethical claims and purchase behaviours.
Embedding ESG Principles Across Business
Regulator fines are driving ESG adoption in South Africa. For Clicks, executive bonuses are now tied to ESG KPIs including renewable energy targets, to embed sustainability principles culturally.
Leadership Focused on Empathy and Vulnerability
Melanie's inspirational leadership style draws from family bonds and aims to create trust via empathy, vulnerability and avoiding female boss stereotypes. She wants to continue encouraging feminine emotional intelligence in the boardroom.
