Lancôme National Lash Day - TikTok x DOOH

In 2024, Lancôme launched a promotional campaign for National Lash Day (February 19) to drive trial purchases of its Lash Idôle mascara among Gen Z consumers. With a modest media budget, the campaign faced significant challenges: 

• Competing against beauty brands with larger budgets during the high season for cosmetics. 

• Capturing attention in a crowded market with limited resources. 

• Addressing Gen Z’s preference for TikTok influencers and online shopping, which contrasts with the traditional in-store shopping experience. 

The insight driving the campaign was that Gen Z consumers miss the guidance and energy of their favorite influencers when shopping offline. Lancôme sought to bridge this gap by integrating TikTok-style influencer content into the in-store experience, creating a festive and engaging Lash Day celebration. 

Lancôme elevated National Lash Day by blending TikTok aesthetics with Digital Out-Of-Home (DOOH) advertising near key beauty retail locations. The campaign strategy included: 

• TikTok x DOOH Integration: Partnering with TikTok and DIVE to bring influencer-style content to DOOH screens in high-traffic shopping malls (Eaton and Yorkdale in Toronto). 

• Interactive Features: DOOH units featured TikTok-style ads with display cards, QR codes redirecting to Sephora, real-time moderated likes and comments, and other interactive elements. 

• Omnichannel Approach: The budget was split evenly between TikTok ads (50%) and DOOH (50%) to balance online engagement with offline visibility. 

• Collaboration: A seamless partnership between Lancôme, influencers, TikTok, DIVE, and the media agency ensured smooth execution, with live curation and moderation teams monitoring the campaign daily. 

This innovative approach redefined traditional media planning by combining Gen Z’s favorite digital format with a clutter-free, high-visibility offline space near the purchase moment. 

The Lancôme Lash Idôle campaign exceeded all expectations, delivering exceptional visibility and engagement: 

• Media Metrics: 

• 5.48 million impressions (+83% vs. planned) within just 8 days (February 12–19, 2024). 

• $13.70 CPM (-45% vs. planned). 

• TikTok Performance: 

• 1,386 views of #billboardfamous UGC posts. 

• 300K users reached via TikTok TopFeed in 3 days, with an efficient CPM from a modest budget. 

• Consumer Engagement: The campaign created a bold, engaging shopping experience that resonated with Gen Z, blending online and offline elements seamlessly. 

By combining a bold media concept, agile collaboration, and a focus on consumer experience, Lancôme successfully drove visibility, engagement, and trial purchases, setting a new standard for omnichannel beauty campaigns in Canada. 

The campaign proved that precision targeting is not just commercially superior but environmentally imperative, setting a new benchmark for truly sustainable advertising by accelerating growth while simultaneously reducing environmental impact.