The beauty brand launched a new fragrance in the lead-up to the 2018 festive season with an awareness campaign driving a 3% lift in ad recall. They also subsequently ran a digital sampling campaign that contributed in delivering strong sales results and beat internal post-trial benchmarks with a 2x higher click-through rate to e-retailers’ websites.1
Connecting with a younger audience
Estée Lauder is the flagship brand of The Estée Lauder Companies Inc. Estée Lauder, the founder of the company that bears her name, was a visionary and a role model. Ahead of her time in every way, she created and ran one of the world’s most prestigious and innovative companies. The brand continues her legacy of creating the most innovative, sophisticated, high-performance skin care and make-up products and iconic fragrances – all infused with a deep understanding of women’s needs and desires.
Today, Estée Lauder engages with women in over 150 countries around the world and at a variety of touch points, in shops and online. Each of these relationships consistently reflects Estée’s powerful and authentic woman-to-woman point of view.
Beautiful Belle is the newest scent in Estée Lauder’s Beautiful fragrance line. With the launch, they wanted to increase awareness of the new formula, a feminine and floral take on the iconic perfume. They were specifically looking to attract younger consumers. And with the festive season approaching, they also wanted to reach gift-givers.
The full funnel campaign really worked well for us, allowing us to essentially create our own custom target audience for the digital sampling portion in order to drive a more qualified audience. We were thrilled with the number of samples claimed, our click-through rates and the level of awareness that we drove.
Making it easy to experience a new fragrance
Nowadays, people can shop in many more places. So sometimes this means that there can be fewer opportunities to sample products before purchase.
As a result, it's become increasingly important to diversify scenting opportunities by reaching people in new places.
Digital sampling is a new solution that’s becoming an increasingly important way for beauty brands to encourage people to try new products. Given Pinterest’s highly engaged beauty audience and shopping environment, it’s the perfect platform to reach people when they’re actively looking for new products to try. Additionally, 50% of people frequently use Pinterest to shop2 and 77% of those who use Pinterest on a weekly basis say that they have discovered a new brand or product on the platform.3
Estée Lauder developed a full funnel marketing strategy aimed at driving awareness and purchase consideration of their newest fragrance. In the first phase, the team ran Pinterest ads in several formats, including max-width video, to introduce the fragrance and establish an emotional connection with their target audience of gifters and people interested in discovering fragrances.
For the second phase, which included the digital sampling component, Estée Lauder partnered with SoPost on the execution. The team retargeted people who had engaged with the first phase ads, people who had visited the Estée Lauder website and actalike audiences based on those groups. This allowed Estée Lauder to reach a qualified audience – people who were more likely to claim a sample and purchase the fragrance.
These ads featured imagery from the awareness campaign, as well as gift-themed images. Messaging encouraged people to claim their free sample. When people clicked through, they landed on a microsite where they could fill in their address details and receive a sample via the mail. From there, consumers could follow a link to learn more about the fragrance and where to purchase from a participating retail partner.
To measure the effectiveness of the campaign, Estée Lauder ran a Kantar Millward Brown Brand Lift study to measure awareness, and also tracked samples redeemed, email marketing opt-in, click-through to retailer websites, fragrance ratings and reviews, and survey responses including purchase intent.
The Beautiful Belle campaign on Pinterest delivered record results. In terms of engagement, it achieved a 12% higher opt-in rate to receive further marketing, a 2% higher response rate and a 2x higher click-through rate to online retailers than SoPost’s benchmarks,5 showing that Pinterest can drive a highly qualified audience compared to other platforms.
The pioneering campaign delivered strong sales results overall and significantly improved awareness metrics, lifting ad recall by more than 3% through the use of max-width video.
Plan to run a full funnel campaign if you can. Pinterest’s powerful targeting can reach the audience that you’re looking for when they’re ready to try new products.
Digital sampling is an exciting option for beauty brands to aid consumer discovery and purchase consideration on Pinterest.
Enlist brick-and-mortar partners to help track and fulfil the offline sales that result from online campaigns.
1Estée Lauder data, 2018
2TalkSHoppe, US, Pinterest Personalisation and Relevance Study, Jun 2018
3GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018
4Pinterest Ads Manager, US, Aug 2018
5Estée Lauder data, 2018
*Opt-in rate refers to the rate at which people opted in to receive further marketing.