Ralph Lauren Polo Red (L'Oréal Travel Retail)
Global beauty brand, L’Oréal Travel Retail wanted to raise awareness of the Polo Red cologne by Ralph Lauren among luxury retail consumers. Ultimately, the brand was looking to boost sales and contribute to their business bottom line. S4M perceived a ‘brand-formance’ mobile campaign across Brazil and in Miami to meet this challenge.
L’Oréal Travel Retail identified the busy airport environment as a strategic location to engage with targeted customers and raise brand awareness and boost sales. The goal of the campaign was to target individuals in transit and leverage the mobile medium while waiting for their flight at terminals. More specifically, the campaign wished to target US-bound international tourists, along the entire user journey from Brazil to Miami. To urge consumers along the conversion funnel and reinforce brand recognition, S4M put in place a strategy to retarget users along their journey across the two continents. Initially, the campaign had a pure brand-awareness campaign, however S4M integrated an innovative store location, leveraging the native GPS applications of smartphones and added a performance aspect into the mix – hence, a brandformance mobile campaign. A secondary objective of the campaign was set as urging users into duty free points of sales via the store locator.
During the campaign there was an impressive volume of user engagements, with 65% of users accepting the geolocation request. High levels of engagement were also seen on the landing page: 72% of users averaged 12 seconds and the campaign saw a 4.7% click-through rate. S4M optimized the campaign in real-time based on various engagement indicators to boost post-click action for each device-specific scenario. Over the period of the campaign, S4M delivered over 7.5 million true impressions out of 9.5 million ad requests. This guaranteed the best quality KPIs, so L’Oréal Travel Retail was only paying for impressions that were 100% loaded plus one second.
The mobile programmatic approach offers a competitive advantage through behavioural and contextual data to increase user engagements. Device message personalisation for iOS and Android further refine the end user experience. This proven mobile-first, data driven strategy focusing on user engagement to drive higher performance can be easily envisioned for other brands and products from the L’Oréal Travel Retail portfolio.