ESTÉE LAUDER RUSSIA

Luxury beauty brand Estée Lauder Russia promoted its new Double Wear Nude foundation with Instagram ads that featured both celebrity- and product-based creative—resulting in increased ad recall and familiarity among its target audience.

THE STORY
The mark of quality

Famous for its luxury skincare, perfume and makeup products, Estée Lauder was founded in 1946 in New York City. It has since expanded to countries around the world, including Russia, and is well known for its high standards of quality, strategic research and mandatory product testing.

21-point

lift in ad recall

26-point

lift in ad recall among 25- to 34-year-olds

9-point

lift in product familiarity among 25- to 34-year-olds

60%

of target audience reached

Throughout a short period of time, Instagram has become a must for us when we think of product launches. And when we started thinking on raising awareness for our new Double Wear Nude product, the choice was clear. The platform lets us easily deliver our messages to our target audience, which is creative and follows key beauty trends.
YANA TABEEVA, DIGITAL EXECUTIVE, ESTÉE LAUDER RUSSIA
THE GOAL
Deepening beauty product awareness

The beauty brand wanted to raise awareness for Estée Lauder Double Wear Nude Water Fresh foundation by creating buzz around the “no-makeup, real-you look” on the platform where its audience spends most of its time.

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THE SOLUTION
Promoting authenticity

To promote its no-makeup campaign, Estée Lauder turned to Instagram. The campaign began with a series of vertical videos in feed and Instagram Stories, where the beauty brand placed its new Double Wear Nude Water Fresh foundation front and centre in the immersive, full-screen format. The videos first featured celebrities and influencers and were later supplemented with purely product-focused content. This smart combination not only showed off the new product but included looks and stories from celebrities.

Estée Lauder saw strong results from its Instagram video ad campaign. The beauty company reached 60% of its target audience on Instagram, and the campaign resulted in a 26-point lift in ad recall and a 9-point lift in product familiarity among 25- to 34-year-olds—a key audience for the company.

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