Estée Lauder Sales Campaign

The first step in our process was to create a comprehensive media plan that outlined the campaign’s objectives, target audience, ad formats, and budget allocation. This plan was presented to the client for approval, ensuring alignment on the overall strategy.

2. Campaign Setup and Quality Assurance

Once the media plan was approved, we began setting up the campaign in the respective platforms (Shopee and Lazada). This involved:

• Creating Bundles: Designing visually appealing bundle offers that highlighted the value proposition and complementary nature of the products.
• Developing Ad Creatives: Crafting carousel ads and collection ads that showcased the bundles and aligned with Estée Lauder’s brand identity.
• Implementing Tracking: Setting up conversion tracking and attribution models to measure the campaign’s performance accurately.

Before launching the campaign, we conducted thorough quality assurance checks to ensure that all elements were functioning correctly and adhering to platform guidelines.

3. Campaign Execution and Optimization

With the campaign live, we closely monitored its performance and made adjustments as needed. Key actions included:

• Audience Expansion: Recognizing that the initial audience targeting was too narrow, we expanded the targeting to include a larger shopping audience, leveraging the improved attribution model to capture more of the funnel.
• Creative Optimization: Testing different carousel and collection ad variations to identify the best-performing creatives and optimize for higher engagement.
• Budget Allocation: Analyzing performance data to allocate more budget to the top-performing ad sets and bundles, maximizing the campaign’s efficiency.

Results

The Estée Lauder sales campaign, powered by strategic bundling and continuous optimization, delivered impressive results:

• 36% Increase in Clicks: The new funnel structure and optimized ad creatives led to a significant boost in clicks, driving more potential customers to engage with the campaign.
• 38% Expansion of First-Party Audiences: By reaching a larger audience through the shopping campaigns, Estée Lauder was able to grow their first-party data pool, enabling more targeted and personalized marketing efforts in the future.
• 121% Net ROAS: The campaign’s strong performance, combined with the increased average order value from bundle offers, resulted in a net ROAS of 121%, exceeding expectations and delivering a positive return on investment.

Conclusion

The Estée Lauder sales campaign demonstrates the power of strategic bundling and data-driven optimization in driving growth for prestige beauty brands. By carefully curating product bundles, leveraging targeted ad formats, and continuously refining the campaign based on performance insights, Estée Lauder was able to achieve impressive results in terms of clicks, audience expansion, and return on ad spend. This case study highlights the importance of a well-executed media plan, a focus on quality assurance, and a commitment to ongoing optimization in the ever-evolving world of digital marketing.