Lancôme BEX Cushion 2016 Campaign Site

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Scope:

Campaign CDN Service Creative Development Responsive Web

Background

This spring, Lancôme has brought a new member to Blanc Expert Cushion Compact family. With new formula and texture, creates even skin tone and corrects all imperfections for a velvety radiance. Different from previous campaigns, we have designed a story-telling timeline to present new & old cushion’s feature, benefit, offer and makeup tips.

 

Challenge

Lancôme has launched Blanc Expert Cushion Compact last year, how to keep target audiences eyes on new cushion, and how to recruit new or return customers to experience the new products are the main challenges.

 

Solution

1. Story Telling HTML design

In order to get our target audience interest, we have used story-telling website design to let them read our content step by step.

2. HTML animation

Teach target audience how to differentiate new & old cushion is the main objective for this website, to achieve this we have prepared animated comparison bar chart which can easily find the best solution for your skin.

3. O2O call for action

After the storytelling journey, campaign site end with a strong Call for Action banner to drive our target audience to book makeup service through booking system and enjoy service in Lancôme store. In order to encourage high participation, we have included lucky draw scheme in the booking system. After experienced the service, audiences would have a chance to win Annual Amount of Blanc Expert High Coverage Cushion Compact.

4. Integrated online media promotion

Integrated online media promotion is provided to attract our target audience interest, including re-targeting media banners, campaign site, booking system and Facebook feeds. In order to maximize audience interest, we have posted 4 popular KOLs (Hillary Lau, Hilda Leung, Wingki Kwok, Jessica) videos to Facebook which share their experience of lightness cushion with four different angles (Lightness of eating, Lightness of wearing, Lightness of being and Lightness of living).

 

Credit

Project Management: Queenie Tong, Ryan Cheok/
Creative: Sarah Yuen, Karen Lai/
Copywriter: Iris Fok/
Developer: Travis Wong/
Programmer: Alvin Ko, Adrian Ho/
Technical Support: Michael Leung, Harvey Tang/

 

Key Achievements

  • 2,900+

    Service bookings received in less than 1 month

  • 92,000+

    Pageviews within one month

 


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