Estée Lauder

In-App Sales Driver

We put a geo-activated eVoucher in the smartphones of young women at perfect moment to drive counter traffic & trial at UK airports.

The Challenge

Estée Lauder wanted to drive trial of its Knockout Mascara and Double Wear Foundation amongst young female professionals.

As a tech-savvy audience, we applied an Audience Cluster approach to identify the optimum time and location to drive engagement.


The Solution

By tracking search activity, app usage and geo-location data that matched our audience’s profile, we identified that four UK airports offered the optimum activation opportunity.

Looking at the key purchase motivators for this audience, we applied a sales trigger that would maximise engagement and drive sales.

Brand Commerce Sales Trigger

Instant Gratification

“Instant Gratification”

We identified that in-app advertising would achieve the best results. So our geo-activated in-app adverts prompted our target audience to visit Estée Lauder counters once they reached airside.

A timely and relevant use of In app Advertising to drive counter traffic to instantly receive a free consultation.

The Results

They were beyond all expectations, proving that highly relevant targeting and coupled with an Instant Gratification trigger can deliver both brand engagement and sales.


  • 7.5 million impressions served over four week period across four UK airports
  • Total Clicks = 56,451
  • Total Avg. CTR = 1.35% vs industry average of 0.07%