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To mark the first year of sales of its new serum Visionnaire, Lancôme wanted to raise awareness of the product amongst female consumers. In response, famous upscale women’s media brands such as ELLE, Marie Claire and Psychologies Russia offered maximum visibility thanks to an interactive, emerging and integrated 360° media campaign. As a result, to create a buzz around the Visionnaire serum, they organised an online competition allowing users to participate in the campaign.
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OBJECTIVE
# To mark the first year of sales of its new serum Visionnaire, Lancôme wanted to raise the awareness of the product amongst its female customers.
RESPONSE
# ELLE, Marie Claire and Psychologies Russia all organised a large online competition to create interaction with users.
# To cover the campaign, they offered an emerging 360° media campaign.
A 360° CAMPAIGN
WEB
SOCIAL NETWORKS
# Dedicated online space# Online premium formats# Dedicated online forum # Emailing
# Print advertorial
# ONLINE COMPETITION
DEDICATED MINI SITE PSYCHOLOGIES’S FORUM – SPECIAL AREA
To take part in the competition, users had to register on the ELLE, Marie Claire or Psychologies mini sites and then send in a photo of themselves and an original slogan for the Lancôme campaign.
Each brand created its own dedicated mini site to host the competition with a description of the project, the registration process and information regarding the Visionnaire product.
Users were invited to participate in the discussions about beauty and self-care on the forum. They could
also receive advice from Lancôme experts.
# COMPETITION PROMOTION
PREMIUM ONLINE FORMATS EMAILINGSOCIAL NETWORKS SUPPORT
# COMPETITION PROMOTION
PRINT ADVERTORIAL
1 advertorial in ELLE, Marie Claire and Psychologies to announce the competition
1 post-report advertorial in ELLE, Marie Claire and Psychologies
FOR MORE INFORMATION
PLEASE CONTACT:
The Integrated Solutions Department+33 1 41 34 87 39
