EDG3 was approached by the global cosmetics company Estee Lauder to help them reinvigorate their classic male fragrance, Aramis. Estee Lauder were interested in ﬁnding new ways to attract consumers using a more dynamic and engaging campaign and felt that this could be achieved by using QR codes on their printed advertising collateral. They decided in the lead up to Christmas to print adverts with QR codes in several newspapers and magazines and see how well the codes would be received.
EDG3 developed 3 branded QR codes which provided the client with a variety of invaluable marketing statistics. They were able to ﬁnd out precisely:
The next part of the development was ensuring that once a potential customer had scanned the code that they could choose one of three places to click through to; the online cosmetic store, a video of the Aramis advertisement or the chance to win a competition with a prize of Aramis products.Through those links, Estee Lauder were able to get feedback on the number of unique hits on their online shop and see exactly which products were the most viewed and sought after with the knowledge of where that interest was coming from. They could follow up participants with targeted email marketing communications on their latest offers through the competition link, and generate trafﬁc through to social media hubs via the ﬁlm of their advert. EDG3 were able to offer expert advice at every step of the campaign so that although Estee Lauder were trying something new, they were receiving full support