Best Fashion Or Beauty Rich Media Online Ad

Estee Lauder’s La Mer is one of the most legendary luxury beauty brands on the market. That means that when it comes to advertising, only the highest quality will suffice. So for a September 2019 campaign for its Regenerating Serum, La Mer turned to interactive advertising company true[X] to build an immersive campaign that would run alongside premium streaming video content on desktop targeted to high-income female audiences. In the beauty industry of the 21st century, influencers are everything. So in this campaign, users could select from four different videos of influencers -- Leonie Hanne, Garance Doré, Nina Garcia, and Natasha Liu Bordizzo -- to learn about their own experiences with Regenerating Serum, as well as click through to La Mer’s website to purchase their own. This ad was a spectacular success. It led to a 5% click through rate to La Mer’s website, well above the industry average of 1%, and users spent an average of 45 seconds with the ad. That’s 50% more than the required 30 seconds. And it drove an incredible 99% lift in brand awareness, 67% lift in consideration, and 69% lift in purchase intent. There are a lot of beauty brands out there, and for La Mer, interactivity turned out to be what they needed to shine.

Contributors:

TRUE[X]

Location: United States