Lancôme Propels Consideration with Fragrance Shoppers During Holiday
brand awareness benchmark
consideration intent benchmark
Iconic beauty brand Lancôme partnered with Snapchat to drive awareness for the launch of their new scent, Idôle Aura, a sunkissed, energizing perfume. To celebrate this latest addition to the brand’s existing Idôle collection, Lancôme and Snapchat chose to activate a holiday-focused campaign targeted at fragrance fans everywhere.
To reach scent-loving Snapchatters, Lancôme created a variety of assets with stunning imagery that included both product shots and brand ambassador Zendaya. To bring their content to life, the brand used Snap’s creative best practices, leveraging Snap Ads, Non-Skippable Commercials, and a Lens AR experience. Ads included upfront branding, on-screen messaging, and celebrity text overlays.
The campaign was a massive success, driving a 6-point lift in both brand and ad awareness and a 3-point lift in consideration intent.1 Across the campaign, every metric exceeded Snap’s CPG norms! And despite conversion not being a key focus of the campaign’s KPIs, incremental conversion experienced a significant lift.
An exciting fragrance drop calls for an exciting campaign — and Lancôme certainly has both!