Case Study: Estée Lauder achieves 5.7-point lift in ad recall and 5.6-point lift in brand awareness with Instagram

Estée Lauder - Customer Case Study

Estée Lauder, the flagship luxury skincare and makeup brand sold in 150 countries, sought to drive awareness and consideration for its foundation line in Turkey and test whether influencer-branded content outperformed business‑as‑usual ads amid shifting post‑COVID consumer trends.

The brand ran an Instagram campaign (Mar 25–Apr 21, 2022) using local celebrity/influencer content and a multi‑cell brand lift study that compared branded content (influencer-first creative ending with Estée Lauder branding) to standard ads. Branded content delivered a +5.7‑point lift in ad recall and a +5.6‑point lift in brand awareness versus business‑as‑usual, and contributed to measurable uplifts in sales.

Estee Lauder

Papatya Karadede

Consumer Marketing Manager