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Luxury beauty brand Lancôme Turkey added ads in Instagram Stories to its Mother’s Day campaign to encourage people to sample its new fragrance—successfully increasing leads and lowering costs.

CAN CICIOĞLU, PRODUCT MANAGER, LANCÔME TURKEY

Considering the rising rates of Instagram Story usage in Turkey, the campaign is a great way of offering samples with higher reach and lower costs to right customer audience.

THE GOAL
From samples to sales
The beauty company wanted to raise awareness of its new fragrance during Mother’s Day and persuade new and existing customers to try a sample and ultimately buy the product.

THE SOLUTION


Creating a Mother’s Day moment
Lancôme and its agency, SEM, planned an integrated campaign for Mother's Day to launch La Nuit Trésor to reach the target audience and encourage them to make a purchase after sampling the product. The brand ran a series of video ads that featured the new fragrance and celebrity Penelope Cruz. In addition to running ads offline and on Facebook, the beauty brand also added ads in Instagram Stories. The ads in Instagram Stories were used to acquire leads: when viewers saw the ad, they could Swipe Up to request a sample of the fragrance.

To reach a wide audience, Lancôme targeted the ads to women 18 and older and also created a lookalike audience to ensure it was reaching women who would be most interested in the product.

By adding ads in Instagram Stories to its marketing mix, Lancôme saw strong results. It lowered its cost per lead by 66% and increased leads by 4X.

Enhancing natural beauty