Estée Lauder India launched location-based blockchain-enabled campaign

Estee Lauder

With an aim to drive sales of Estée Lauder India’s new foundation, Isobar has created a new location-based and blockchain-enabled campaign. 

The campaign leveraged Blockchain Technology (powered by IBM) to introduce a new level of data transparency and data confidence. This was clubbed with accuracy over the complete campaign delivery while also protecting confidential data.

The campaign targeted the brand’s audience pegging on real-time data signals such as lifestyle indicators and content consumption patterns. Blockchain data audit also validated the accuracy of the information used to verify the audience. The interactive banners that were dynamically customized for every user based on her location and the above signals, displayed the nearest stores she could walk into and buy her perfect shade. Thus, engaging and inspiring them to be trusted brand evangelists.  Simply put, the brand only paid if the ad was shown at the right location and at the right time using the accuracy of real-time geo-targeting and measurement of walk-ins, aided by blockchain.

Speaking on the campaign, Team Estée Lauder India said, “We wanted to communicate two key messages through this campaign. One was that every Indian woman can find a perfectly matching shade of foundation from more than 40 shades that Estee Lauder has, and second, that our state-of-the-art iMatch™ Digital Shade Finder can help her find that shade with ease. The ad that was created, allowed users to identify the shade virtually on the screen and find the right foundation to match it flawlessly. This was an innovative engagement that put across our message at the right place and at the right time. It has created curiosity, leading to higher walk-ins at our stores.”

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Shekhar Mhaskar, Chief Growth Officer, Isobar India commented, “Isobar has always been at the forefront when it comes to deploying the latest technology and innovations to achieve the brand’s business goals. It is our privilege to have devised this campaign for a brand like ELC, which is tech-forward and always open to new ideas.”

“We are extremely happy and proud to have executed an industry-first (in the beauty category) campaign with Estee Lauder. This has been the first time that a prestigious beauty brand leveraged hyper-location targeting on the back of Blockchain Technology, ensuring authenticity and transparency throughout the campaign. The rich media deployment in creatives has also helped the brand achieve an impressive consumer engagement rate,” added Prachi Karan, Senior Director – Media, Isobar India.

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