Estée Lauder

NEW. Nutritious Rosy Prism ™ Facebook Campaign

17 May, 2014

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Insight

In skincare market, it is always a challenge to deliver the product benefits convincingly to the potential customers. Seeing the growing number of sophisticated skincare users and natural ingredients lovers, our communication strategies on Facebook have to be more engaging and education-oriented.

Idea

The campaign is divided into 2 phases – Product Trial and Counter Service Registration. Product Trial Instead of static production information sharing, we have created an eye-catching animation to strengthen the key message of the new product launch. After entered the Facebook application, fans can simply submit their contact information to register for product sample, and they will shortly receive a redemption SMS with a unique mobile landing page embedded – which can enhance the user experience in a more effective way. Counter service registration with e-coupon redemption In the sustaining phase, we aim to further boost sales by drawing online traffic to foot traffic. To achieve this, we have developed an e-Booking system on Facebook, where fans can reserve their place at the exclusive counter signature service, and receive an e-coupon to be used in retail stores.

Recover your natural glow and experience now.

 

KEY ACHIEVEMENTS

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7,300

sample registered on the launch day

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3,000

Fans recruited