Beauty is not about hiding your age but to love it and make the most of it. Lancôme holds this belief and launches the “Génifique – Love Your Age” campaign this year. Aiming to change a traditional perception of age among Hong Kong women, “Love Your Age” campaign is carried out in 3 phases: self-reflection survey, KOL stories sharing and survey insight highlight. LemonXL helps to design an integrated online journey (with banner ads, Facebook feeds, campaign site and booking system site) throughout the 3 phases to achieve the aim.
Keeping audience’s attention to this campaign throughout all 3 phases during a campaign period is one of critical challenges. A key feature of this campaign site is a survey while this time-consuming task may make audience step back. Presenting a key insight of this survey in a clear but interesting way is another challenge. And a final call to action is needed to ensure a complete of user journey.
1. Simple and responsive survey journey design
The survey question design is simple and direct which asking target audience to fill in numbers or choose “yes” or “no”. The copywriting is polished to make the survey as a moment of self-reflection and an immediate analytic result is shown after a submission. Audience can share their results on Facebook. This user journey design not only encourages the survey taking but also keeps audience’s attention to later survey result highlight phase.
2. Synergy of assorted animation
This website is rich with different animations to make a key information appealing to audience. In a final survey insight phase, findings are shown with animation for each scroll action. This helps to keep people interested in finding out more.
3. O2O call for action
A dead-end journey is never wanted. To encourage target audience to continue their journey to offline stores, a call-for-action button on campaign site leads them to an online service booking site. Target audience can check on any available stores, time slots, and make a booking directly. A confirmation SMS is sent after a successful registration. An online to offline journey is fully completed.
Project Management: Yoanna Chan, Ryan Cheok/
Creative: Sarah Yuen, Jason Wong, Karen Lai/
Copywriter: Iris Fok/
Developer: Sean Ho, Eky Kwan, Alice Liu, Ryan Wang/
Programmer: Boris Cheng, Alvin Ko, Koey Tse/
Technical Support: Michael Leung, Harvey Tang, Carson Lo/
Survey submission received in 1 month
Online service booking in 1.5 month
Pageviews during campaign period