Success story
Building and reaching an audience on every screen
Estee Lauder’s marketing team wanted to drive mailing list signups and collect contact information from users in Taiwan interested in and likely to purchase Estee Lauder products—and to reach them across every screen they owned.
THEIR RESULTS
Better performance with cross screen

Reduced CPC by 43% compared to target

Reduced CPL by 63% compared to target

Increased # of clicks by 74% compared to target

Increased # of leads by 167% compared to target

Increased # of leads by 167% compared to target

Cross screen conversion across 3 devices were... :

11 times higher than conversions on PCs

4 times higher than conversion on tablets

3 time higher than conversions on smartphones

THEIR STORY
A global brand

Estee Lauder is a beauty and skincare brand popular around the world.

THEIR GOAL
Building a cost-effective cross screen audience

Estee Lauder wanted to raise brand awareness among young women online and drive mailing list signups/contact information across all screens, while keeping costs down by optimizing both cost-per-click (CPC) and cost-per-lead (CPL).

THEIR SOLUTION
Defining and reaching Estee Lauder’s audience on every screen

Estee Lauder worked with Appier to apply CrossX AI technology to identify all devices owned by individual users.

They also applied Appier’s CrossX Lookalike feature to identify new, high-value, young audiences by the profiles stored in Appier’s CrossX database from previous campaigns.

Finally, they shortened the time to conversion among valuable users interested in Estee Lauder by using Appier’s CrossX Remarketing and frequency capping.

CAMPAIGN INSIGHTS
Identifying and nurturing an audience segment for future use

More consumers who left contact information arrived at the campaign site by clicking cosmetic ads rather than skincare ads. These consumers displayed a higher likelihood to redeem the cosmetic samples at physical store.

The success equation for Estee Lauder on acquiring new customers effortlessly is to remarket cosmetic lovers with skincare ads. In other words, If we reach cosmetics lovers, it would be easier to encourage them to leave contact info after clicking the skincare ads.

A long-term partnership with Appier enabled Estee Lauder to nurture and build a high value audience pool, effectively boosting cross screen conversion by 300% to 1100% compared to single-screen.

Among the cross screen user groups, users with three screens bring more conversions than users with two. The more screens connected, the more channels reached, which brings more audiences interested in Estee Lauder to the campaign.

AXE lowered CPA by 36% while identifying and nurturing a cross screen audience segment that could be used in future AXE campaigns.

Taiwanese skincare brand Naruko reduced CPA by up to 9% while increasing the number of actions taken on its site working with Appier’s CrossX Remarketing and CrossX Lookalike.