Lancôme Women’s Day 2016 Digital Installation and Campaign Site

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Scope:

Campaign Cloud Hosting Creative Development Installation Responsive Web

Background

In different regions, International Women’s Day is the focus of the celebrations ranges from general celebration of respect, appreciation and love towards women for their economic, political and social achievements. In 2016, Lancôme would like to show their highest respect and happiness to all Hong Kong ladies, they celebrated an International Women’s Day with them from 2 to 6 March 2016.

Challenge

How to differentiate the Women’s Day and let the women being most satisfied with Lancôme are the main challenges in this case. Therefore, the theme of “Empower women with colors” is created, while free make up service would be perfect to satisfy the Women. Lancôme established a pop up store to hold a charity event which is called “Pink Lip Marathon”, Lancôme would donate HKD$5 to Women’s Foundation per each participant who had enjoyed the free pink lip service and submit a photo then. LemonXL help it to setup the digital installation in the Popup Store as well as the different counter and retail stores.

Furthermore, LemonXL not only provided offline tactic, but also provided online tactic as well. In order to promote the details of the Women’s Day Event as well as the limited edition offer. A campaign site is also created by LemonXL. Meanwhile, a real time counter is also created on the event page which is synchronized with the Digital Panel Counter in the Pop Up Store.

Through our all-round solution, it brings a brand new experience to all ladies in Hong Kong! Let’s see our effective approaches and remarkable achievements below.

Solution

1. Professional digital installation

To present the main idea “Empower women with colors”, LemonXL had provided a well-designed Ipad Web Application for capturing the unforgettable moment of participants with happiness. Participants could receive their individual images after scanning given QR codes or through SMS.

2. Enhance the user experience

A campaign site is created with parallax design. Limited and special offer are presented in homepage. In order to drive traffic to the event page, a floating CTA button is created on the right hand side, it will keep floating when the user keep sliding the site which can keep the CTA button in an eye catching area. A campaign site is created with parallax design. Limited and special offer are presented in homepage. In order to drive traffic to the event page, a floating CTA button is created on the right hand side, it will keep floating when the user keep sliding the site which can keep the CTA button in an eye catching area.

3. Create O2O social behavior

Beside the homepage of the campaign site, a real time counter is also created on the event page which is synchronized with the Digital Panel Counter in the Pop Up Store which can let the Target Audience keep tracking with the most updated status of the event. Then, the convincing power is improved. Finally, there is not only a google map with the location of Lancôme retail stores in the bottom of the page, but it also will show the nearby retail stores when the Target Audience visit this event page through mobile device.

4. Responsive webpage design

With the increasing needs of mobile browsing, a responsive webpage design is ready for mobile users to enjoy their browsing journey.

In order to extend the campaign exposure beyond Facebook, various thematic banners are launched in both desktop and mobile platforms.

Credits

Project Management: Sunny Ng, Iris Huen, Ryan Cheok, Will Kong, Yoanna Chan, Queenie Tong /
Digital Creative: Khan Chung, Chris Yeung, Veronika Lui /
Copywriter: Iris Fok /
Developer: Sean Ho, Eky Kwan /
Programmer: Tim Chan, Frank Wong, Koey Tse /
Technical Support: Michael Leung, Harvey Tang /

Key Achievements

  • 83,800+

    Unique visitors visited the campaign site

  • 236,000+

    Pageviews during campaign period

  • 2,300+

    People reached for taking photos in 5 days

 

 


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