Product
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100%
increase in marketing opt-ins
30%
increase in engagement
50%
reduction in cost per lead for Darphin
19%
review rate for Darphin
About
The Estée Lauder Companies is one of the world’s leading beauty manufacturers, selling hair care, makeup, skincare, and luxury fragrances in more than 150 countries. Their portfolio of 20+ prestige brands includes Estée Lauder, smashbox, M·A·C, The Ordinary, Bobbi Brown, Aveda, Clinique, Too Faced, Tom Ford, and more.
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Challenge
The Estée Lauder Companies needed a strong sampling partner to manage their campaigns
The beauty industry is saturated with big names and indie brands, all attempting to increase brand awareness and engagement to drive conversions. For global brands, engagement is even harder to come by. For instance, indie brands have 164% higher engagement on Instagram than larger brands.
To cut through the noise, The Estée Lauder Companies Media Manager Käthe Schulz wanted to revamp the brand’s sampling program. She knew generating more social proof, like reviews and UGC, would help drive sales. However, she and her team kept hitting some roadblocks with their previous sampling partner.
- Qualification: Mass-scale or overgeneralised distribution of cosmetic samples isn’t effective for recruiting long-term, committed customers — especially for prestige brands like The Estée Lauder Companies. Käthe felt the specialized preliminary questions asked were vital to qualify the right customers for their products, such as skin and hair concerns, budget, brand preference, etc.
- Real-time insights: The sampling partners they tried couldn’t provide live data. This meant they couldn’t make real-time changes to ineffective campaigns.
In her search for a better solution, Käthe quickly realized Sampl was different from other sampling partners.
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Solution
Sampl’s real-time results and accessible insights maximize campaign engagement
With Sampl’s advanced targeting, The Estée Lauder Companies runs more effective campaigns, resulting in higher marketing opt-ins and better engagement. Käthe says this is thanks to the three ways Sampl addressed the brand’s challenges:
- Targeted qualification: Sampl’s advanced targeting helps The Estée Lauder Companies select customers most likely to be engaged and interested in a product, ensuring that the product is a good fit. For example, in a skin serum campaign, Sampl was able to find participants who struggle with red, sensitive skin by asking about specific skin concerns in the preliminary questioning.
- Accessible real-time insights: Sampl’s comprehensive dashboard provides Käthe and her team with real-time results throughout the campaign, allowing them to adjust the campaign on the fly. When their prequalification survey returned participants who didn’t have concerns about sensitive skin, the team reviewed the questions and found that the options for skin concerns were too similar. They revised the question and got the campaign back on track immediately.
- Thorough reports: With Sampl’s extensive reporting features, KPIs are clearly visible. All engagement and opt-in metrics are shown in real-time, something no other sampling service offered at the time. Additionally, Sampl’s team is always reachable for any questions about the data, eliminating lengthy back-and-forths.
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Results
The Estée Lauder Companies increased engagement by 30% with Sampl campaigns
The Estée Lauder Companies team no longer waits until the end of campaigns to monitor their results and make changes. With Sampl’s dashboard of insights and quick response times, Käthe and her team monitor results throughout each campaign and make adjustments in real time.
Here’s what The Estée Lauder Companies has achieved so far:
- 100% increase in marketing opt-ins
- 30% increase in engagement
- 50% reduction in cost per lead for Darphin
- 19% review rate for Darphin (2x target)
Moving forward, Käthe and her team plan to use Sampl for other brands and products from The Estée Lauder Companies. She hopes to test different features and to see what works best for each brand.
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