Estée Lauder – ANR

Objective Campaign

– Create awareness for the new formulated Advanced Night Repair (ANR)
-Getting ANR top of mind in different target groups, engaging a younger target group 
-Highlighting the new formula and benefits
-Generating trial/reviews and ultimately conversion and upsell

Timing: August – December 2020

Media Characteristics

Cross-media partnership 
Wave 1 : Feeling/Gael & Knack Weekend/Le Vif Weekend
Wave 2: Feeling/Gael & Flair NL/FR

1/ Editorial articles: tutorials, reviews, …
2/ Advertorials: combination storytelling + sampling
3/ Vlogs of ambassadors
Feeling vlogGAEL vlog readers and surfers
4/ IG live sessions with Estée Lauder expert
5/ Masterclass workshop-video with make-up artist: “how to create your perfect party look”
6/ Dedicated emailing sent on Black Friday to boost sales.

Reason Best Practice

Ideal cross-media partnership reaching the intended target groups: Feeling/GAEL, Flair NL/FR, Knack Weekend/Le Vif Weekend
through all available mediachannels: print, online, social media (IG + FB), e-mailing 

Combining several smart native solutions: editorial content, co-creation by ambassadors (vlog + video), storytelling, sampling, dedicated messages (e-mailing) 

Resulting in achieving the set objectives.

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