Best Fashion Or Beauty Email Message

User Generated Awesomeness
Sharing is caring—and L’Oreal won the holidays.

The Challenge: L’Oreal Paris wanted to drive more traffic to “The L’Oreal Gallery” section of their website —where users upload pics of their best L’Oreal-inspired looks. So they were looking for an email that appealed to a young audience, highlighting the “user generated content”, both in terms of gaining inspiration from content on the site and encouraging this audience to upload their own. And since this email was launching in December, the client asked to incorporate a holiday theme.

The Answer: We decided to drive interest by creating a holiday-inspired, eye-catching, animated email for instantaneous appeal. We broke away from current template designs and built a collage of images taken from the L’Oreal site, with one central, captivating copy message and call to action.

The Work: Well, it speaks for itself. The images are cool, fresh and fun—and the animation mimics the experience of scrolling down through the wall of posted looks on the site. The use of gold and red incorporates the holiday theme, and the messaging engages users right away—check out these hot holiday looks, and share yours with us.

The Results: This email scored—higher open and click-through rates than the L’Oreal benchmark, with 29.25% more opens, 16.17% more click-throughs and 9% less unsubcribes.

Contributors:

Executive Creative Director:	Suzanne Darmory
Global Creative Director:	Christine Cucuzza
Senior Art Directors:	Piyush Panchal, Justin Hale
Copywriter:	Emily Preston

ACXIOM

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.