Social Media-zing Lancome's "Your Guide to a Fabulous Kiss" Email Campaign

02/06/2008

It's a rainy day in Georgia and just as I was wishing for something to distract me from gray skies into my email in box popped this message: Your Guide to a Fabulous Kiss from Lancome. Well Girlfriend, who could resist a click to open that one? Of course I knew it would be a promotion but I was anticipating fun and flirty. A prelude to Valentine's Day perhaps.

Lancome_lipstick_feb_2008_2_5

The copy drew me in. Yes! Red stilettos, cocktail dress and a hot midnight affair would be lovely diversions as I sipped coffee and procrastinated which project to tackle next. I was ready to take a break. I was ready to play with the brand.

Click. I engaged. I was taken to a product page. Where was my Guide to a Fabulous Kiss?? So I click on another link and another and another. Guess I made Lancone's stats soar (smile). I saw lipsticks in lovely shades but where was there the Guide to a Fabulous Kiss? Needless to say, I was disappointed and became less enchanted with the promotion because it didn't deliver what I anticipated.

Sidebar: Note the subtle language change above. I went from "my Guide to a Fabulous Kiss" to "the Guide to a Fabulous Kiss."

Well, diva dahlings, I still was not ready to go back to work. I began to imagine how Lancome could have taken what started as a promising email campaign and turned it into a fun, flirty consumer generated content strategy. Let's play with the wonderful headline - Your Guide to a Fabulous Kiss.

Perhaps the guide begins with asking - What is a kiss? .. and don't get x-rated on me. Keep it clean and sophisticated. A kiss could be a kindness to someone that shows how much you care.

Then it moves into asking you to tell the the story of your first kiss and or perhaps your most memorable kiss. Which might be the kiss you gave your new born bebe. Or the kiss you received from your dad before you went to college.

A la American Idol .. ends with people uploading videos singing one of my favorite songs from Casablanca .. As Time Goes ByYou must remember this A kiss is still a kiss, a sigh is just a sigh.

How about a joint promotion with NECCO to create a new sweetheart saying for the famous
Blog_kisses_heart candy heart that actually is produced for Valentine's Day? We could add a widget and a Flickr page and have the community vote. Make your own candy heart.

Perhaps it ends with a kiss of kindness - a charity chosen by the winner.


Lessons Learned: Great copy can draw in your customers but take care to understand what expectations might occur. Try new ways to engage your customers with your brand that is personal and meaningful to  them.

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Comments

LOVE this example. I've had this happen to me several times with retailers. Then, you go to their site and have no idea what they're talking about. Vicky's Secret does this a lot as well. They almost got it right...

And Happy Chinese New Year! It's the year of the rat - come by the diva blog and see what's in store for us all...

Cheers,
Heather :)

Posted by: Heather Strang on Feb 7, 2008 6:10:59 PM

You are absolutely right! I started my entrepreneurial life as a copywriter and had to help clients see the importance of being true to their message -- and to their audience's expectations.

I remember one copywriting project in which the client wanted to trick the reader into picking up the promotional material by making the poor reader think the piece was something else entirely. But tricking isn't necessary. Just be creative and make sure you have a good message through and through.

Nobody likes to be tricked or "had."

Posted by: Monica Carter Tagore on Feb 7, 2008 9:21:42 PM

Funny. I was just thinking that I wouldn't be able to resist clicking on the Lancome campaign either. Why is it that make-up brands seem to know their way around women? However, I also agree that they could have followed through with what they initially promised. I like your version better. It's much more personal and would really rake in a lot of excited women. But it's their loss, not ours.

Posted by: Julie, writer surefirewealth.com on Feb 11, 2008 6:24:11 AM

Appreciate your kind words. It seems to me that some brands are so stuck in what they perceive is their "image" that they forget it's not really their image .. but the perception their customers have about the brand. I'd love to get this post into Lancome's hands. @Heather, @Monica @Julie your comments would be so valuable to them.

Posted by: Toby on Feb 11, 2008 12:00:04 PM

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