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Case Study: Lancôme achieves 4.4X more efficient reach and 3X brand impact with Facebook
A Facebook Case Study
Introducing a bestseller to new customers
Lancôme Taiwan, the French luxury cosmetics brand, set out to grow brand likeability and awareness for its best-selling Advanced Génifique serum during a department store anniversary sale. The goal was to reach women aged 30–49, drive online traffic, and increase the number of people visiting stores to redeem product samples.
Over a three-month Facebook campaign Lancôme used teaser and product videos, carousel ads, and targeting tools (Custom and Lookalike Audiences), plus reach-and-frequency buying and conversion tracking to optimize delivery. The campaign reached 74% of the target audience, was 4.4× more efficient than TV at reaching that audience, achieved 3× the brand impact versus TV (25× versus other digital channels), and delivered a 10% incremental reach on top of TV.
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Lancôme
Josephine Lee
Brand General Manager