The Night Is Yours
Estée Lauder
Staying In or Going Out? Either way, #TheNightIsYours.
Challenge
Own the power of the night
Raise awareness about the night as a key beauty moment and reinforce the brand unrivaled domination as the nighttime expert.
Solution
Where to, tonight?
Isobar, together with Dentsu X and MKTG transformed The Night Is Yours into a seamless online and offline ecosystem to stage the world of the night according to Estée Lauder. The common thread that linked the campaign was the taxi, a metaphor that physically recreated what the brand has always done with its products: accompanying women to live their night.
Results
We created a 40-day multi touchpoint storytelling campaign that generated an enthusiastic response: online + offline ecosystem, 195 Estee Lauder branded taxis, bus tour, online video series and editorial partnerships drove store and offline events traffic, +10M complete views of the online series,14% CR in Sephora stores. Positive sentiment shot up to 93%.
