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Lancôme Canada spurs Web sales via mobile campaign

July 15, 2013

Lancôme Canada's campaign

Lancôme Canada is using mobile, Web, social media and email in a new contest that ultimately drives consumers to shop a line of eye makeup products online.

The beauty brand’s mobile campaign shows off its new Show eye makeup products that were created by Lanvin designer Alber Elbaz. Lancôme Canada worked with Tagga Media on the initiative.

“Consumers have become cross-channel in their behavior,” said Amielle Lake, founder/chief revenue officer of Tagga Media, Vancouver.

“They no longer have a preferred channel or device for interacting with a brand,” she said. “According to Google, 90 percent of consumers begin a task on one device and then complete it on another device.

“Thus, smart marketers like Lancôme are shifting their marketing to be more agile and accessible in order to connect with their target consumer.”

Designed for mobile
According to Lancôme Canada, the contest has two goals: to drive email opt-ins and increase traffic to the company’s Web site.

The campaign’s microsite that includes an entry form for prizes is Paid advertising, social media and a call-to-action on Lancôme Canada’s Web site push traffic towards the microsite.

Lancôme Canada’s microsite

To enter the contest, users pick from four different Lancôme Show looks.

Each look includes more information about the particular type of mascara, and there is also a section that describes Mr. Elbaz’s involvement in the design of the products.

Then consumers fill out an entry form. A box at the bottom of the page can be checked off to receive email newsletters from Lancôme Canada.

One consumer will win a package of Lancôme products retailing at $214, and two runner-ups will receive $124-worth of items.

The collection’s mascaras retail for $34, and a five-color eye shadow and liner palette costs $56.

One of the mascara products

After registering for the sweepstakes, users can email a link to themselves to shop the products later on Lancôme Canada’s Web site.

Lancôme Canada does not have a mobile site, so using email to trigger a sale when users can open the email from a desktop for a better shopping experience is a smart move for the company.

Participants in the contest can also enter a promo code on Lancôme Canada’s Web site to receive free shipping on Lancôme Show products.

Additionally, the beauty brand is using its microsite to drive traffic to its YouTube page.

The campaign runs through Aug. 2.

Mobile beauty
Lancôme also recently promoted the same products via a mobile advertising campaign in the United States.

The brand ran banner ads on New York Magazine’s The Cut mobile site to let users shop makeup products (see story).

Additionally, Lancôme Canada recently unveiled an augmented reality project in Toronto’s David Pecaut Square that encouraged attendees to download an app that when held in the air showcased 20 pieces of virtual art (see story).

“Mobile is the connective tissue between the online and offline world, and between all that is social and all that isn’t,” Ms. Lake said.

“Thus, mobile is central to a truly cross-channel campaign as it enables a consumer to connect with a brand across a multitude of digital and traditional media channels,” she said. “Better still, mobile makes these channels measurable.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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