Estée Lauder

New Micro Essence Launch Campaign

18 January, 2014

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The leading skincare brand Estée Lauder (Hong Kong) had introduced a new base serum, Micro Essence, in her product portfolio at the beginning of 2014. To build up awareness for the new product and recruit new customers by switching them from key competitors, we had taken on this challenge to develop an O2O strategy for the launch campaign, including a massive sampling and a pop-up event.


By utilizing the advanced Near Field Communication (NFC) technology, we had developed a solution to integrate both online and offline platforms, and create a synergy to maximize the impact of social media.

Massive Sampling
At the launch day, product samples were given away in designated counters and stores. The attached information card would bring customers to the Facebook campaign page through a QR code, where they could take part in the public voting and enter a lucky draw.

NFC Installation
The pop-up event was opened for 8 days, where all participants could walk in and get a NFC card at the entrance. After completed a simple registration, they could use their card to take part in different activities in the venue, including product trial, instant photograph, and a blind test of serum products. Auto wall feeds would also be published on their Facebook timeline to amplify the word-of-mouth on the social media platform.

Facebook Tab Page

We also developed a Facebook campaign page to deliver product information and event details, together with an online survey to put forth a persuasive product advocacy.



Within 8 days of the pop-up event, we had achieved

NFC cards registration

wall feeds generated on Facebook

participants took part in the public voting


  • award-2014-mea-estee_lauder

    Estée Lauder New Micro Essence Launch Campaign

    Excellence in Event Marketing - Bronze

    Marketing Excellence Awards 2014