Estée Lauder

1. BRIEFING

Estée Lauder recently came up with a new, improved formula for its iconic Advanced Night Repair serum and wanted to bring it right back into the spotlight to restore top-of-mind awareness of the product among different target groups and ages.

2. GOAL

• raise awareness of this multi-purpose product
• highlight the new formula and its benefits
• win over a younger audience
• generate tests and the corresponding positive reviews
• conversion & upselling

3. OUR CONTENT SOLUTIONS

We proposed a cross-media partnership, with a very wide variety of expressions:

• Editorial articles (tutorials, reviews, etc.)
• Advertorials: combination of storytelling and samples
• Ambassador vlogs
• Instagram Live sessions with an expert
• Masterclass workshop
• Dedicated emailing

The media we selected:

• Wave 1: Feeling/GAEL & Knack Weekend/Le Vif Weekend: target group 40+, higher social class 1-2

• Wave 2: Feeling/GAEL & Flair NL/FR: target group 25+, social class 1-5

Timing: August-December

Wave 1:

Wave 2:

Checkez notre story sur Instagram: https://www.instagram.com/p/CEb6Xg-nQL5/