Estée Lauder

In-App Sales Driver

We put a geo-activated eVoucher in the smartphones of young women at the perfect moment to drive counter traffic and 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 Activation 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%