THE CHALLENGELa Prairie Hong Kong partnered with Lion & Lion for the launch of its new product 'Essence-In-Lotion', with awareness and in-store visits as its main launch goals.The campaign planning commenced with three objectives in mind. To create awareness and introduce La Prairie’s new ‘Essence-In-Lotion’ product, encourage free sample redemption, and drive footfall to La Prairie's physical stores.
10 digital channels were analysed to determine the most effective channels for the product launch. Three channels were chosen; YouTube (Trueview), Facebook, and Google (Gmail sponsored ads).
An integrated experience was created across the channels by targeting potential consumers based on their specific interest in skincare products and relevant luxury segments, using various video and static ad formats.
To drive sample sign-up, Facebook lead ads and a campaign microsite led interested consumers to visit a physical store for sample redemptions.
Those who showed interest in La Prairie’s new product online but did not sign up initially were retargeted and reminded to register for a sample.
Targeted Audience on Facebook
The digital campaign resulted in thousands of visits to physical La Prairie stores for free sample redemptions, surpassing 50% more than the industry benchmark. Additionally, a 67% reduction in cost-per-lead (CPL) was observed compared to the brand’s past campaigns. Overall, it was a successful product launch exceeding all objectives for La Prairie’s Essence-In-Lotion.