The Challenge: After taking over the #2 spot in the mascara category, and overtaking the competition with two successful back-to-back launches, L’Oreal Paris USA wanted to ride their winning wave with another successful launch: Superstar Mascara.
The Answer: Channel our inner superstar and leverage our heroine to capture our key demographics’ attention and drive them to purchase.
The Work: We couldn’t think of a better way to say superstar than JLO. So we embedded an animated gif of the commercial in the hero and let her do the heavy lifting. It worked. We sustained the mood with black and white imagery throughout the email until the final module takes an unexpected turn in soft color.
We used aspirational content, a before and after lash demo and magnified pack shot to drive to the product page for purchase. We completed the journey and heightened the engagement with a subtle pop of color that draws attention to the Instagram contest and the Grand Prize meet and greet with JLO in LA.
The Results: Super-sized, super-engagement. This email lashed out with an impressive 33.85% higher than benchmark open rate. An incredible 114.68% higher than benchmark click through rate. And, a gratifying 19.13% lower than benchmark unsubscribe rate. And that’s the beauty of it.
|Executive Creative Director:||Suzanne Darmory|
|Global Creative Director:||Christine Cucuzza|
|Senior Art Director:||Piyush Panchal|
|Senior Copywriter:||Danielle Robertson|
Location: United States
About the Agency: