Estee Lauder

WW CNY Campaign

Results

16M+
effective impression achieved
7.04%
CTR achieved, much higher than the 0.5% industry benchmark

Objectives

CNY is the most important promotional period to promote key SKUs and the branding messages targeting CTC(Chinese travel consumers) and LTT(long-term temporaries).

To support all regions during the most competitive period of time, EL worldwide integrated marketing team would like to launch a campaign celebrating CNY holidays and increase conversions for travel retail business both online and offline.

Accurately target users pre-trip using booking data on most popular digital channels to raise overall brand awareness. Compare celebrity assets with tailored influencer assets using third-party tools to maximize the effectiveness and efficiency of the campaign.

Strategies

Leverage the largest OTA platform’s booking data to unlock premium ad placements on mostly visited OTV for CN travelers pre-trip. Capture users attention prior to their actual trip with a frequency cap over 3 times per week to ensure the brand lift. Two sets of creative have been used during the campaign for testing and optimization purposes backed by the implementation of the third party tracking tools. The comparison results provide the team with implications for future creative approaches.

Furthermore, the publisher & ad placements are designated to be selected as a supplement for regional campaigns, which has received great success as well.

More Work