Estée Lauder – ANR

Best practices

Best of Native

Post date

January 8, 2024

Objective Campaign

Create awareness for the new formulated Advanced Night Repair (ANR)
Getting ANR top of mind in different target groups, engaging a younger target group
Highlighting the new formula and benefits
Generating trial/reviews and ultimately conversion and upsell

Media Characteristics

Cross-media partnership

Wave 1 : Feeling/Gael & Knack Weekend/Le Vif Weekend
Wave 2: Feeling/Gael & Flair NL/FR

Editorial articles: tutorials, reviews, …
Advertorials: combination storytelling + sampling
Vlogs of ambassadors
Feeling vlog – GAEL vlog readers and surfers
IG live sessions with Estée Lauder expert
Masterclass workshop-video with make-up artist: “how to create your perfect party look”
Dedicated emailing sent on Black Friday to boost sales.

Reason best Practice

Ideal cross-media partnership reaching the intended target groups: Feeling/GAEL, Flair NL/FR, Knack Weekend/Le Vif Weekend
through all available mediachannels: print, online, social media (IG + FB), e-mailing

Combining several smart native solutions: editorial content, co-creation by ambassadors (vlog + video), storytelling, sampling, dedicated messages (e-mailing)

Resulting in achieving the set objectives.