An interactive campaign with a strong personalization element
A highly interactive campaign was developed to implement Guerlain’s three objectives:
- Presentation of the new Rouge G Luxurious Velvet range variety
- Acquisition of new reachable contacts
- Collection of qualification data
Following registration on the homepage, users are guided through two questions to create their ideal product and profile.
- Choice of their favorite lipstick shade
- Choice of lipstick case
The three questions are followed by a summary page showing the combination of the lipstick, the selected case and a description of a personality that emerged from the three questions.
The mechanics of the campaign therefore combine the creation of a personalised product to a personality analysis linked to the profile created.
The value proposition for the user lies not only in the random draw to win his or her own personalized Rouge G Luxurious Velvet, but also in a personal and personalized experience with the brand. This feeling of personal attention allows Guerlain to show that each customer counts and is unique.
Multi-channel campaign activation
The medium chosen for this campaign is a custom designed microsite for Guerlain , responsive design allowing users to register via a computer, smartphone or tablet.
The smartphone was the most popular registration source for the campaign.
The “email” channel was used from the registration confirmation to the reminder email for users who had not finalized their profile, through double opt-in.
The “social media” channel was also activated through a media plan on Facebook and Instagram.
The combination of the successful activation of the social networks allowing a high number of visits to the microsite, an attractive mechanism having optimized the registration and high engagement rates on the emails resulted in a high number of participants in the campaign and a qualitatively collected audience.
Target groups Rejuvenation
Thanks to the modern and refreshing look of the Rouge G Luxurious Velvet campaign as well as broad communication via different social networks, a younger, mainly female audience was able to be reached.
This approach shows the clear success in expanding the brand’s potential customer base, as the campaign attracted users who are on average ten years younger than the current Guerlain CRM database. In addition, the campaign’s registered audience showed a clear preference for the smartphone, allowing Guerlain to communicate directly with the customer on the move, anytime anywhere.
