In the new year of 2016, Lancôme has prepared an exciting news to Hong Kong market – the launch of L’Absolu Rouge Définition. To celebrate its arrival and also soon coming Chinese New Year, an integrated online campaign (including banner ads, Facebook feeds, campaign site and booking system site) is created by LemonXL to further spread this news out.
L’Absolu Rouge has been one of the best sellers of Lancôme. Target audience might find it not attractive enough if similar campaign is run.
Besides highlighting the new features of the lipstick, the whole online browsing journey of the target customers is the key concern.
1. Emotional approach design
A more emotional approach is taken for the overall campaign. Banner ads and Facebook feeds design does not just focus on the new features but also impactful CNY greetings to urge the needs for getting lucky with a new lip color.
2. Customized online browsing experience
A responsive campaign site with retargeting code implanted is developed to serve for different types of target audience.
3. O2O call for action
A dead-end journey is never wanted. To encourage to continue the journey to offline store, a call-for-action on campaign site will lead target audience to go to the online service booking system site to check on the available store and time slot, and finally make a booking. A confirmation SMS will be sent after successful registration.
– 330+ service bookings received in less than 1 month.