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 vlog – GAEL 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.
