CreativeFeed chief creative officer Arthur Ceria says that Estee Lauder's social media campaign is a smart departure in a recent article on DMNews.com.
The cosmetics marketer was looking to reach a digitally oriented, social media-active set of consumers, and used social media to bridge the gap between online and offline advertising. But unlike many companies that just use Facebook or Twitter, Estee Lauder is taking social media a step further.
According to Ceria's article, "The beauty brand's social media promotion offers women a makeover at Estée Lauder counters in department stores such as Bloomingdale's, Macy's and Saks. After the makeover, they can have their picture taken and uploaded directly to their Facebook page. The picture, of course, carries a watermark of the cosmetic maker's logo. The promotion brings consumers directly to the counter where they have the opportunity to sample and purchase products.
It's particularly impressive, since the luxury industry has been known to shy away from online advertising efforts. But, with the state of the economy, many premium brands have attempted to enter the digital world. In addition, as more products launch at a faster rate, the huge investment and required sustainability of big traditional media advertising campaigns have become a tough economic pill to take."
In light of the Estee Lauder campaign, Ceria suggests that brands rethink, retool and maybe try something new in order to reach particular customers.
