How The Estée Lauder Companies gained +130% new customers with a touching festive campaign
How The Estée Lauder Companies gained +130% new customers with a touching festive campaign
The Estée Lauder Companies teamed up with ZMS on an exclusive beauty gifting collection through a 360°emotionally-driven campaign to create awareness before the holidays.
The Estée Lauder Companies teamed up with ZMS on an exclusive beauty gifting collection through a 360°emotionally-driven campaign to create awareness before the holidays.
Key Figures:
+516m
media impressions across 10 markets
+130%
GMV growth YoY
+130%
increase in new customers
+26%
increase in Gen Z buyer share
Nominee at the ZMS Partner Award 2021
The Estée Lauder Companies Inc. (ELC) was recently nominated for the Creative Category at the ZMS Partner Award 2021 with their campaign “Good Times Unwrapped”. The Partner Award “Marketing Excellence 2021” highlights outstanding and innovative campaigns that Zalando partner brands developed and ran together with Zalando Marketing Services. You can read all about the award, and watch the full award show here.
ZMS is a great partner to challenge existing category standards in advertising. The results speak for themselves.
Markus Spieker, Director Digital Commerce Estée Lauder Companies
Tips for brands:
- Coherent storytelling: Ensure a dynamic story-telling concept that can be utilized across multiple touchpoints to maintain continuous customer engagement
- Be creative: Don’t be afraid to go bold and do something slightly different, stand out from the crowd but stay true to your values
- Full funnel approach: Ensure that you have all parts of the funnel covered from awareness to conversion, and make sure you have both onsite and offsite covered too
The Results
The Estée Lauder Companies pulled off an incredible campaign. Social formats performed 62% above benchmark, Gen Z buyers' share increased by +26%, PDP views increased by +119% and GMV grew by +130%.
Want to make sure you’re well prepared for the holiday season? We’ve got you covered on the Inside Fashion Marketing Podcast:
In Detail
Founded in |
1946 |
---|---|
Categories |
Beauty |
Services |
ZMS |
Employees |
>60K |
Based in |
New York |