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±±¾©Èü³µpk10: Impactive
Client: Lancome
Agency: interactive@optimedia

Background: Cosmetics giant Lancome launched an online campaign to promote its new Impactive skin treatment. The activity communicated the product's silkening, moisturising and stimulating properties.The campaign ran from 11 to 30 September and was timed to coincide with a revamp of the firm's web site (www.lancome.co.uk). Lancome had run successful online campaigns before, most recently in April for its Star Bronzer product. Interactive@optimedia planned the strategy and media, while digital communications agency Matinee Sound and Vision designed the advertising creative.

Aim of campaign: To drive traffic to the Impactive page on the Lancome site and persuade users to visit retailers and pick up a free sample of the product. Another goal was to attract new customers to the brand and build a database for email marketing. The work targeted 25- to 40-year-old ABC1 female users of premium beauty products.

Creative: A large visual of the product featured on the Lancome home page and linked through to the Impactive page, which contained product information. Visitors were asked to register their interest; they were then taken to another page where they could print off a voucher that they could exchange for a sample of the product. User names were also entered into a competition to win Lancome products.

Online executions: Aside from the promotion on the Lancome home page, a range of banners, pop-ups and sponsorship executions were used on five web sites. Several sites included a review of the product in their regular editorial emails to site users. All advertising was linked into the Impactive registration page on the Lancome site. Vogue.com featured banners and a newsletter, while women's portal handbag.com featured pop-ups and a text link in a newsletter. Newwoman.co.uk ran banner ads, while femail.co.uk ran banners, pop-ups and a newsletter. Virgin.net featured banners and editorial in its Shopping newsletter.

Offline executions: Advertising ran concurrently in a number of women's glossies, including Marie Claire, Vogue and Cosmopolitan, and included the Lancome site address.

Results: By the end of the 20-day campaign, of the 16,845 visitors to the Impactive page, 10,495 had registered for a sample of the product.

According to interactive@optimedia, this was the best-performing Lancome online campaign, with registrations 40 per cent higher than the Star Bronzer activity. The 81p cost per registration was the lowest achieved by Lancome so far. Handbag.com was the best-performing advertising site and was responsible for 68 per cent of the Impactive page clicks. Site traffic in September doubled over the previous month as a result of the promotion.

Tags on Lancome site pages tracked where users went after registering for Impactive, to build a profile of Lancome customers. "We recruited a lot of new users to the brand, " says Raffaella Geddes, internet and direct marketing product manager at Lancome UK. "We will certainly use multiple sites again in the future."