Why is this work relevant for Media?

Estee Lauders AUTOMATED MAKE UP PLAYBOOK used real time data and insight to communicate the benefits of the Double Wear product by considering women’s specific individual needs in REAL TIME. By tapping into moments, factors and lifestyle choices that influence and determine what a woman needs in her make up choice, Estee Automated Playbook was able to serve relevant, practical and valuable product messaging to individual consumers.

Background

Estee Lauder is a reputable heritage brand with a strong reputation and awareness in the category. The Double Wear product specifically having the perception amongst its consumers as being long lasting. Whilst a benefit of the product it also has resulted in alienating a portion of a potential audience with consumers making the misconception that long lasting make up results in a heavy or cakey texture and finish. We needed to show the women of Hong Kong that Double Wear can cater to needs of every woman for every day make up necessities. To do this we needed to demonstrate the diversity of the DW product portfolio, and that long lasting was only one of many benefits of this versatile and adaptable product.

Describe the creative idea/insights (30% of vote)

Make up and Foundation is personal to the individual. What’s right for every woman is different! Deciding factors in purchase habits come down to variables such as skin tone, skin consistency, coverage, usage and occasions. Everyone’s lifestyles are so diverse and unique and therefore consumers can not relate a product ad that is personalized and speaks specifically to their lifestyle and needs.

Describe the strategy (20% of vote)

Launch the first-of-market Double Wear dynamic creative campaign. Knowing relevancy is key to communicate the product offering we employed a communication strategy to reinforce that the Double Wear product resonance with each consumer’s everyday moments in REAL TIME. Introducing Hong Kong’s First AUTOMATED MAKE UP PLAYBOOK, delivering personalized contextual relevant messages based on REAL LIFE factors such as time of day, weather & location which all influence the decision-making process when considering your make up choice.

Describe the execution (20% of vote)

Through multitargeting Estee Lauders AUTOMATED MAKE UP PLAYBOOK was able to deliver make up tips based on each woman’s unique makeup concerns. We have developed over 380 makeup tips that are unique to time of day, skincare needs, weather and locations. We leveraged precise location signals to reach potential customers. We used multiple data points to identify target audiences such as beauty Mavens, Sports lovers, fashionistas, new moms and power women to ensure messaging applied to their lifestyle stage and interests. We introduced video sequencing to complete the consumer journey by enabling custom messages across beauty tutorials, product reviews, local tv series, music and yoga channels so make up tips were tailored to their passion points.

List the results (30% of vote)

The AUTOMATED MAKE UP PLAYBOOK Sales multiplied with an increase of +47.2% and inspired 1.2 million women and generated 13.9 million impressions. The record highest number of new customer recruitment in a month, demonstrating how media, real-time insight and a strong, tailored and relevant communication strategy contributes to e-commerce sales and enhance ROI.

Describe the use of data, or how the data enhanced the campaign output

The use of data sets allowed Estee Lauders AUTOMATED MAKE UP PLAYBOOK to build up a sophisticated problem-solution message framework.