Estée Lauder

ANR Hologram Video Campaign

18 November, 2016

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Objective

Our mission is to carve an unique identity for ANR to create top-of-mind awareness and reach out a niche group of customers. The high-end image is the impression that we must convey to customer in order to differentiate ANR from competitors. An emotional and memorable connection can be built between ANR and consumers with personalized elements. We also educate consumers about the superiority of ANR and encourage trial.

Idea

With High-Touch Estée Lauder created strong emotional bonds with consumers through expert advice of the beauty consultants.

Estée Lauder has always used the latest technology to create the most exciting cosmetics. To impress consumers with this High-Tech image, the campaign was designed to create an novelty experience that engage human touch.

In the digital age, High-Touch has gone high-tech. The campaign started with product story presented by a hologram online video of cutting edge, and drove to a product trial in offline store. With an emotional segmentation, it was able to bond target consumers emotionally and bring about a clear differentiation.

Approach

It was an O2O customer journey designed strategically to drive store traffic with the help of incentives and exclusive takeaway.

Aware
Draw attention to product by personalized video making online campaign

Activate
Encourage audiences to make reservation for free trial and sample redemption in store

Trial
Gives first-hand experience and customized beauty consulting service to customer through personal selling; Motivate purchase with special offers after free trial

Engage
Engage consumers online with high-tech (hologram video making) and drive them to store; Engage consumers offline with high-touch(in-store beauty consultant)

Credit

Project Management/ Andrea Wong, Ray Tang, Sandy Lee, Joey Ma Art Director/ Natalie Wan Copywriter/ Lala Lui Developer/ Michael Leung Programmer/ Lung Chan


KEY ACHIEVEMENTS

97%+
Participation rate

40%+
Conversion rate to store

43k+
Facebook ad reach

Awards

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    Estée Lauder Advanced Night Repair Hologram Video Campaign

    Excellence in Use of Technology - Silver

    Marketing Excellence Awards 2016