Advertise Customer Success Story Quantcast delivers brand awareness uplift of 6.2% for Lancôme

  • 6.2%
    Uplift in brand and product awareness
  • 11.3%
    Engagement rate
1
“When planning for our first-ever mega virtual event, we needed to ensure that we drove sufficient traffic to the site and effectively engaged our target audience. Having worked with Quantcast previously, we were confident in their ability to deliver against our media objectives, and they didn’t disappoint. We were thrilled with the results that Quantcast delivered for Lancôme. Their brand solution was instrumental in engaging customers and prospects and driving awareness with different user groups. The results that they drove surpassed our targets and expectations, and demonstrated that programmatic advertising can really play a role within brand campaigns.”
Yin Hong
Senior Product Manager

The Challenge

As a luxury skincare brand in Singapore, Lancôme frequently hosts physical interactive events to engage their consumers and raise awareness of its iconic skincare products. However with COVID-19 hitting the market hard in 2020, and government restrictions in place around crowd control in event spaces, Lancôme decided to launch its first-ever virtual flagship event, the Advanced Génifique Virtual Flagship, to engage consumers online.

With a plethora of virtual events popping up as COVID-19 drove more brands to divert their investments and activities online, Lancôme was challenged to cut through the noise and drive awareness of this novel virtual flagship store. Their goal was to drive the target audience to the website and have them engage with site content – for example, sample sign up, in-site viewing of celebrity live streams, and even purchase online.

The Solution

As a trusted partner, Quantcast was briefed to help drive awareness of this new, fully virtual event and drive traffic to the event website. Quantcast were appointed the lead programmatic solution for this campaign.

Understanding that the newly-created microsite that the flagship event was hosted on would not have pre-existing site traffic; it was imperative that Quantcast first build awareness (and anticipation) around the launch of the event in a pre-launch phase. Quantcast achieved this through a dual-pronged strategy that comprised of:

  • Retargeting existing Lancôme brand site visitors.
  • Prospecting for new users who would be interested in beauty and skincare products centered around Lancôme’s flagship product lines.

The Results

Despite the challenges faced launching what is traditionally an offline brand online, Quantcast helped Lancôme drive outstanding results. Quantcast partnered with Nielsen to run an independent study to determine the uplift in brand and product awareness from the paid media activity. 

Quantcast’s campaign for Lancôme drove a 6.2% uplift in brand and product awareness which is a great outcome, especially considering market conditions and the intense competition from competing beauty brands that were aggressively advertising during the same campaign period. 

Quantcast also drove over 9,600 site visits to the virtual flagship event at a cost-effective cost-per-visit that was 21% below Lancôme’s goal

Quantcast successfully built affinity with the right audiences and saw phenomenal engagement with ad creative – rich media executions delivered an engagement rate of 11.3% 

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