A points-and-tiers loyalty system built to turn social reach into repeat DTC customers
Lumière reaches an enormous, highly-engaged audience across Instagram, TikTok, and Facebook. The challenge was converting that reach into enrolled, repeat-purchasing DTC customers — and capturing first-party data the brand could actually market against.
PilotPR delivered a fully branded wallet program: points earned on spend and high-value social actions, four status tiers (Glow, Radiance, Aura, Legend), point redemption at the cart, a Free Glam free-product layer, a Give 15 / Get 15 referral program, social earning across Instagram, TikTok and Facebook, tag-and-post sweepstakes, achievements, and product voting — all integrated with Klaviyo.
Lumière reaches an enormous, highly engaged audience across Instagram, TikTok, and Facebook. The challenge was converting that reach into enrolled, repeat-purchasing DTC customers — and capturing first-party data the brand needed to market to them directly rather than renting attention on social platforms. Loyalty also had to be measurable: a simple 'members vs. non-members' comparison overstates results, so Lumière needed a system designed for retention and a credible read on incremental behavior.
