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.
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.
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.
NFC cards registration
wall feeds generated on Facebook
participants took part in the public voting
Estée Lauder New Micro Essence Launch Campaign
Excellence in Event Marketing - Bronze
Marketing Excellence Awards 2014
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