When Lancôme approached Acquire, they aimed to:

1. Expand their CRM database with new customer sign-ups.

2. Ensure the prize and messaging resonated with the target audience.

3. Maximise engagement through an effective data capture competition.

To address these challenges, Acquire designed and executed a data capture competition in collaboration with SheerLuxe, leveraging their strong brand alignment and extensive audience reach. Key actions included:

Strategic Publisher Partnership

Acquire identified SheerLuxe as the ideal partner due to their audience alignment with Lancôme’s target demographic. SheerLuxe’s platform and 500,000-strong subscriber base provided the perfect audience for Lancôme’s high-value competition.

Compelling Prize Offering

The prize bundle, consisting of Lancôme’s best-selling products worth over £530, was carefully curated to appeal to beauty-conscious consumers. This prize significantly boosted interest in the competition.

Audience-Driven Messaging

To ensure maximum engagement, the messaging for the campaign was tailored to SheerLuxe’s audience, reinforcing the luxury and quality of Lancôme products. The prize and brand alignment were key factors in the campaign’s success.

Post-Competition Follow-Up

Following the competition, all entrants who opted into Lancôme’s database received an exclusive “Sorry You Didn’t Win” offer, converting sign-ups into sales. This strategy ensured the campaign not only grew the CRM database but also drove direct conversions.

The competition exceeded expectations, delivering impressive results for Lancôme:

Significant Growth in CRM Sign-Ups

The campaign generated over 6,000 new sign-ups to Lancôme’s CRM database, double the average typically seen by SheerLuxe for similar brand competitions.

High Audience Engagement

The combination of a high-value prize and audience-relevant messaging led to strong opt-in rates, reflecting the alignment between Lancôme’s products and SheerLuxe’s subscribers.

Increased Sales Conversion

The post-competition exclusive offer not only maintained engagement but also contributed to immediate sales, further maximising the value of the campaign.

The partnership between Lancôme and Acquire highlights the effectiveness of a targeted data capture campaign, driven by strategic partnerships and audience-centric messaging. Acquire’s approach helped Lancôme significantly expand their CRM database and engage a new audience, while also delivering sales through post-competition follow-up.