A demonstration of

• > Active Engagement
• > Digital/Online
• > Earned
• > Global / Multi-market
• > Owned
• > Paid

Exceptionnel style

We helped Chanel to find an international consumer base for a new mascara through online sampling.

The challenge

For the international launch of its new mascara Exceptionnel, Chanel asked us to develop a campaign to stimulate demand for sampling, particularly among younger women. We needed to achieve stand-out in a mature and crowded market where print and TV are the traditional media for brand/product communication.

Our insight

Modern women accept online as an appropriate environment for conveying images of beauty, luxury and sensuality.

Our solution

We produced a stunningly elegant website, featuring an aspirational short film, a stylish product visualization, and an animated sequence demonstrating how to achieve the best results from Exceptionnel. The film was the directorial debut of renowned Vogue photographer Ben Hassett. The three elements combined to create an attractive environment in which women could engage more closely with the product, prompting them to sample Exceptionnel. To help drive traffic to the website, we collaborated with Chanel's traditional print media partners to create integrated content including editorial coverage and advertising.

The results

• 500,000 samples worldwide
• 180,000 online registrations
• 40% conversion rate