The Moodies
Best Multichannel Communication
Brand Winner
L’Oréal Travel Retail Asia
– Lancôme Destination Happiness Campaign
During the May Golden Week Holiday, Lancôme engaged with China Duty Free Group for an exclusive travel-focused campaign called Destination Happiness. The objectives were to engage travellers visiting Hainan with a travel-relevant campaign and exclusive offers for the holiday period. Lancôme Travel Retail Asia adapted travel-themed assets created by the global team and merged them together with locally shot assets to ensure relevance to the Hainan consumer. Although this was a digital-only campaign the brand was able to leverage these across all platforms. Lancôme created a full 360-degree digital campaign across media and influencers, alongside initiatives with Alipay and Douyin.
That investment delivered 59.1 million ad impressions and 1.1 million travel retail webpage clicks. Lancôme also achieved 26.8 million post views and 393,700 engagements through its influencer seeding initiatives. Lancôme also showcased the importance of beauty tech to the brand and its role as a key part of the travel consumer’s journey, with a focus on the innovative virtual testing Modiface platform. Consumers could try makeup on the go and view easy routines for travel. To maximise digital touchpoints and drive O+O in 2021, Lancôme formed a strategic partnership with Alipay, leveraging its ecosystem to ensure digital advertising exposure on Alipay, Fliggy and Alimama Ad Network of Apps.
This campaign delivered powerful results for brand owner and retailer
Target consumers were able to download GWP coupons from the Alipay homepage and redeem them at Lancôme’s CDFG Haikou Mova store with any Lancôme purchase. The GWPs were exclusively selected to appeal to the Hainan traveller and easy for the BAs to implement, even in high-traffic stores, noted the brand owner. The campaign marked another first for Lancôme with its first-ever activation on Douyin, the leading short video social platform in China. The goal with this initiative was to deliver a digital campaign that would help to reinforce the image of the brand. Lancôme invested in KOLs to create engaging video content that would attract Douyin’s Gen Z users. Leveraging Douyin’s precision targeting media buy, Lancôme successfully targeted potential consumers during their Hainan travels resulting in 13 million+ video views and 314,000+ engagements.
The Moodie Davitt eZine The Moodies 2021
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