ESTÉE LAUDER TURKEY

This leading luxury cosmetics boosted ad recall by 5.7 points with branded content created by influencers on Instagram.

Papar @esteelauderturkiye
THE STORY
Great makeup for great skin

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.

5.7-point

lift in ad recall for branded content ads, compared to business-as-usual ads

5.6-point

lift in brand awareness for branded content, compared to business-as-usual ads

We differentiated our paid social strategy with local celebrity activation due to changing consumer needs and trends post-COVID-19 pandemic. Combining local celebrity content with Estée Lauder-owned content on Instagram produced a great lift in both ad recall and brand desirability. Meta’s products always help us to reach out to our target audience.
PAPATYA KARADEDE, CONSUMER MARKETING MANAGER, ESTÉE LAUDER
THE GOAL
Driving brand awareness and sales

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.

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THE SOLUTION

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
Create Ad
We trust the power of influencer marketing at Estée Lauder, and wanted to implement local content on our paid social marketing. We worked closely with our performance marketing agency GrowthPack to ensure a successful campaign launch. We noticed strong brand lift results by combining branded content ads with usual brand awareness ads. Results impacted both our brand awareness and created significant uplift in sales.
MUSTAFA AKSOY, PAID MEDIA EXECUTIVE, ESTÉE LAUDER