Case Study: Lakmé achieves 23% brand awareness lift and 35% more sales with Facebook

Highlighting cosmetic benefits with short Facebook News Feed video ads

Lakmé, one of India’s largest colour cosmetics brands, launched the multipurpose 9to5 Mousse Lip & Cheek Color and needed to build fast, targeted awareness of its long‑lasting rich colour among 21–35-year-old working women across India. The challenge was to reach this precise audience with high frequency and clear messaging that would move consumers from discovery to trial.

Lakmé partnered with its agency to run a mobile-first campaign on Facebook and Instagram using bite-sized, sequenced video creatives (animated GIFs, cinemagraphs and short clips) framed for silent viewing with on-screen text and reach‑and‑frequency buying. Between Oct 25–Nov 30, 2016 the approach drove strong business impact: 35% more sales than goal, a 23% lift in brand awareness, an 11.4% increase in message association and a 4.9% rise in purchase intent.

Lakmé

Ashwath Swaminathan

Head