Estée Lauder India launches first location-based, blockchain-enabled campaign
Isobar India, the digital agency from the house of Dentsu Aegis Network (DAN), launched the first-ever location-based, blockchain-enabled campaign in the beauty category for Estée Lauder (ELC). The campaign aimed to drive sales of the brand’s new ‘Double Wear Stay-In-Place Foundation’.
Spearheaded by Isobar India, the campaign leveraged Blockchain Technology (powered by IBM) to introduce a new level of data transparency and data confidence. This was clubbed with accuracy over the complete campaign delivery while also protecting confidential data.
The campaign targeted the brand’s affluent audience pegging on real-time data signals such as lifestyle indicators and content consumption patterns. Not only that but the blockchain data audit also validated the accuracy of the information used to verify the audience. The interactive banners that were dynamically customized for every user based on her location and the above signals, displayed the nearest stores she could walk into and buy her perfect shade. Thus, engaging and inspiring them to be trusted brand evangelists. Simply put, the brand only paid if the ad was shown at the right location and at the right time using the accuracy of real-time geo-targeting and measurement of walk-ins, aided by blockchain.
Speaking on the campaign, Team Estée Lauder India said, “We wanted to communicate two key messages through this campaign. One was that every Indian woman can find a perfectly matching shade of foundation from more than 40 shades that Estee Lauder has, and second, that our state-of-the-art iMatch™ Digital Shade Finder can help her find that shade with ease. The ad that was created, allowed users to identify the shade virtually on the screen and find the right foundation to match it flawlessly. This was an innovative engagement that put across our message at the right place and at the right time. It has created curiosity, leading to higher walk-ins at our stores.”
Shekhar Mhaskar, Chief Growth Officer, Isobar India commented, “Isobar has always been at the forefront when it comes to deploying the latest technology and innovations to achieve the brand’s business goals. It is our privilege to have devised this campaign for a brand like ELC, which is tech-forward and always open to new ideas.”
“We are extremely happy and proud to have executed an industry-first (in the beauty category) campaign with Estee Lauder. This has been the first time that a prestigious beauty brand leveraged hyper-location targeting on the back of Blockchain Technology, ensuring authenticity and transparency throughout the campaign. The rich media deployment in creatives has also helped the brand achieve an impressive consumer engagement rate,” added Prachi Karan, Senior Director – Media, Isobar India.
The campaign garnered a 2.5x increase in footfalls as compared to the industry benchmark. Overall, the promotion led to a growth of average sales by 35% in the Double Wear Stay-in-Place Category across all free-standing stores, and growth of average sales by 62% across Specialty Multi-Stores like Nykaa Luxe and Sephora.
Mohammed Bangi, Senior Media Manager
Dhawal Prajapati, Associate Director – Media Buying
Caesar Credo, Senior Media Executive
Allwyn Johnson, Senior Executive Ad Operations
Sameer Chauhan, Executive Ad Operations