L'Oréal
39.6%
Average Open Rate
4x higher than brand average
88%
Non-L'Oreal Customers Reached
82%
Users that Engaged with Email Expressed Intent to Buy
challenge
Wanting to reach and convert a prestige customer base, L'Oréal enlisted abeo to employ a digital sampling campaign for the Infallible Fresh Wear 24HR Foundation to help motivate consumers to make the switch from their current foundation and drive them to full-size product purchase.
solution
abeo partnered with L'Oréal to attract prestige beauty shoppers by utilizing social channels to drive sample redemptions for 3 shades of foundation, followed by email campaigns to drive full-size product purchases, capture purchase intent, and encourage users to leave product review submissions.
audience survey
Data gathered from abeo’s consumer survey revealed that the sampling audience in this campaign was indeed prestige beauty shoppers, based on the competitor-brand foundations they also use.
Results
The campaign resulted in more than 9,000 consumers opting-in for future brand marketing communications, while data collected from engagement with targeted emails conveyed that 82% of audiences were interested in purchasing a full-sized product — demonstrating success in generating brand interest and purchase intent. L'Oréal was also able to gather qualitative audience data throughout the campaign, allowing the brand to build more robust consumer profiles to better engage prospects in the future.
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