Although Ralph Lauren had high brand awareness, it was not well known in the luxury perfume category, which it wanted to break into with its new perfume, Polo Red. It partnered with L'Oréal Travel Luxe & Retail Americas to develop a mobile campaign that targeted Brazilians while they were in duty-free shops on their way to Miami.
Objective and Context:
Ralph Lauren and L'Oréal wanted to increase brand and product recall among consumers who were not yet loyal to another perfume. More specifically, they wanted to target Brazilian travelers in duty-free shops on their way to the U.S. and individuals in transit who were disconnected from traditional media and not visiting their usual mobile apps. The airport terminals that these audiences were in were already saturated with brand messages and advertisements, so L'Oréal planned to engage them on a one-to-one level via their smartphones.
The campaign targeted Brazilians travelling abroad within international terminals at the Rio de Janeiro and São Paulo airports. A secondary target consisted of Brazilian tourists travelling to U.S. destinations, particularly to Miami. The campaign was intended to reach on-the-go users via their mobile devices.
The creative and media strategies were only designed for mobile, since this would be the best way to target, engage, and retarget audiences in transit without dependence on ad networks. The creative was tailored to each user's operating system, and separate creative ad scenarios were designed for iOS and Android devices. A combination of interstitial, video, and banner ads were deployed and guided users to the Polo Red landing page.
Overall Campaign Execution:
The campaign tracked and retargeted user device IDs from Brazil to Miami and back again in order to boost user conversion. The entire campaign budget went to mobile because it was the most effective channel for engaging with on-the-go audiences who were already in a brand-saturated environment. Tracking technology measured each user's time spent on the landing page and optimized results in real time. Geographic data and targeting delivered the most relevant message in the right context to users.
L'Oréal identified mobile devices as the best medium to target on-the-go audiences who were disconnected from traditional media but overexposed to ads. The campaign was deployed in three stages. During the first stage, a geo-fence was created to capture targeted device IDs to retarget the same users during the second and third stages when they were no longer in their original locations.
During the next stages, users who engaged with the campaign were retargeted to ensure conversion. To ensure a high level of user engagement, the campaign delivered OS-specific scenarios based on each user's mobile device. Several mobile ads were created, and included a combination of interstitial, video, and banner ads that drove users to a landing page that integrated an "add to Passbook" option for iOS devices.
Device scenarios for both operating systems utilized the geolocation mobile functions to display a store locator for each user that directed them to the nearest point of sale. Integration of GPS maps enabled the delivery of a personalized message for each user. The campaign aimed to connect online users who were offline to a duty-free point of sale via their smartphones.
Sixty-nine percent of the total users, or 21,000 people, had geolocation acceptance. In addition, 72 percent of the total users, or 24,000 people, visited the landing page for approximately 12 seconds. This was an impressive figure, since the landing page had limited content and the baseline metric was an average of five seconds per user. Within two weeks, the campaign received 9,508,822 ad requests, and delivered a total of 7,546,683 true impressions in a hyper-restricted geographical zone with strict audience segmentation and cross-continental coverages. The average CTR of the campaign was 4.7 percent vs. a benchmark average of 2.1 percent.