Yves Saint Laurent is a luxury fashion brand with a beauty and fragrance line. Boasting an exquisite line of cosmetics that are audacious yet gorgeous when worn, YSL embodies luxury with a rebellious edge and the Parisienne style.
YSL organised their #aKISStoREMEMBER event in Indonesia to launch their holiday collection, and needed help driving high quality foot traffic to this offline event.
We created a holistic online campaign to create buzz and excitement about the event. The campaign included an event microsite to promote the event with exclusive content hidden behind a sign-up page.
Through personaliSed EDMs, mails to thank participants, and KOLs, we spread the word and encouraged people to sign up to attend the event.
20 people were chosen for the event to try out the new lipstick, attended short makeup sessions, and received one lipstick from the limited edition Lipstick Rouge Pur Couture (Kiss & Love edition) the month before the official release.
The campaign proved to be a success with 67% of emails sent opened. Click-through rate to the website from the email was 15%, indicating it reached the right target audience and was relevant to the audience. We achieved 1,400 website visits and 560 sign ups, which indicates a very high conversion rate of 38%.
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