Back in 2011, Lancôme, a globally recognized beauty brand, wanted to promote its latest perfume “Midnight Rose” to women, as well as drive attendance to the soft-launch event. This case study highlights how the luxury brand used mobile to target its key demographic, getting a 75% click through rate as a result.
Brand: Lancome | Sector: Luxury | Country: Global | Partner/agency: InMobi | Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube
Lancôme worked with InMobi to extend their reach through mobile advertising to young women. A HTML5 Rich Media expanded ad unit was developed which featured a video of Emma Watson.
The ad unit had two calls to action, ”Save Invitation” and “Share on Facebook”.
The compelling video ad unit, strong call to action “Get Invited Now” and well- recognized brand, combined to drive a click-through rate 75%.
After click-through, viewers spent an average of three minutes engaging with the brand.
