Estee Lauder won the Best Use of Rich Media Award in Mob-Ex 2013

(13 Dec, 2013) Last week, in the Mob-ex 2013, Estee Lauder won the Bronze Award in the Best Use of Rich Media for her product launch campaign, ‘Social Connects Beauty’.

With the aims to extend Estee Lauder’s social presence and acquire a robust fan growth for her Facebook, the Gravitas Group developed a creative ad format, Social Connect, to integrate rich social contents with social network.

Tap a difference! Develop customer loyalty through easy subscription to fanpage
The ad is innovatively the first and only kind in the market. Upon clicking our Social Connect Crazy Ad, it would trigger the Facebook application, instead of browser, directly. Audiences do not have to log in again.

By eliminating barriers of accessing to the fanpage from the ad, Estee Lauder could net more fans for developing customer loyalty.

Rich social contents to stimulate eyeballs and engage audiences
Contents of the six most recent feeds from Facebook kept switching between blocks to attract users. The animation also functioned to catch audiences’ attention and to enrich the ad with more contents within limited space on mobile screen. 

Dynamic social contents to keep audiences updated and refreshed
As posting news feeds on Facebook was reflected on the ad in real-time, ad audiences could be informed with the latest news at all time.

The fluid contents also maximized the likelihood that audiences would be interested by a specific piece of information and make a tap to stay connected.

Results
As a result of tactful planning, audiences’ engagement time with the ad surpassed the average Crazy Ad by 6 times with thousands of fans increased.

This creative rich media ad is widely applicable to brands with Facebook fanpages for connecting with long-term customers. With the invention, we anticipate the integration of mobile and social will be further intertwined.