Lancôme Full Funnel Study

There was a change in consumer behavior towards online shopping since the end of the pandemic. When it comes to beauty products discovery more specific, users don’t “go shopping” anymore but they are “always shopping.” Purchasing has become more spontaneous and discovery commerce is rising, with more than 80% of online beauty shoppers saying that they discover new brands and products online.

The L’Oréal Group wanted to benefit from its first mover advantage knowing that its digital initiatives will be key for its growth in the future. This also required a change in our paid media approach, challenging us to maximize Brand Building and discovery.

Many social media platforms, especially Meta, advise marketers that simultaneous campaigns can bring incremental results impacting consumers in different stages of the funnel, by executing more than one campaign objective. Different models can be used based on the business objectives from the brands.

We jumped on this trend shift together with Lancôme to learn how we can maximize opportunities and meet the consumer where he is on the purchase journey, testing this way the simultaneous funnel campaigns on Meta.

We have designed together with Meta an Advanced Lift Study on Facebook and Instagram, and activated a 2-Cell Test. The campaign ran for a 5-week period.

Cell 1 was the Control Group which saw an Awareness-only campaign.

Cell 2, the Test Group, was exposed to the Full Funnel approach: Brand Awareness, Traffic and Conversion (Lead Gen) campaigns, launched simultaneously.