The Challenge

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.

The Solution:

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 number of QR scans by location, allowing them to see which paper or magazine was the most popular with target consumers
  • The number of scans from different types of mobile devices
  • The time of day that people scanned
  • Success rate of social media integration

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

The Results:

  • Over 1700 hits
  • Traffic generated to their online shop
  • Increased number of leads generated
  • 77% of scans had come from a Sunday supplement advert – Estee Lauder discovered where best to target potential consumers
  • Increased brand awareness