The flagship brand of The Estée Lauder Companies Inc, Estée Lauder produces luxury skincare and makeup, and iconic fragrances. The brand enjoys widespread recognition in 150 countries and territories worldwide.
lift in ad recall for branded content ads, compared to business-as-usual ads
lift in brand awareness for branded content, compared to business-as-usual ads
Estée Lauder wanted to drive awareness and consideration for its foundation makeup line, while testing the effectiveness of branded content against business-as-usual creative.
Influential branded content
To promote its foundation makeup products in Turkey, Estée Lauder decided to use branded content on Instagram. Branded content allows a brand to find new customers by sharing its brand story in partnership with creators, who make authentic, compelling ad creative that resonates with viewers.
To test the effectiveness of the branded content approach, Estée Lauder conducted a multi-cell brand lift study with business-as-usual ads in one cell, and branded content in the other. While both sets of video ads featured similar influencer-led aspirational lifestyle content, the business-as-usual cell opened with Estée Lauder branding. The branded content cell followed the influencer first, and ended with Estée Lauder branding.
The campaign ran from March 25–April 21, 2022, and achieved:
- 5.7-point lift in ad recall for branded content, compared to business-as-usual ads
- 5.6-point lift in brand awareness for branded content, compared to business-as-usual ads