{"id":10326,"date":"2026-08-21T08:17:06","date_gmt":"2026-08-21T07:17:06","guid":{"rendered":"https:\/\/seekandhit.com\/?post_type=work&p=10326"},"modified":"2026-08-21T08:17:07","modified_gmt":"2026-08-21T07:17:07","slug":"lancome-from-gamification-to-20k-high-quality-leads","status":"publish","type":"work","link":"https:\/\/seekandhit.com\/hr\/work\/lancome-from-gamification-to-20k-high-quality-leads\/","title":{"rendered":"Lanc\u00f4me: From gamification to 20k high-quality leads\u00a0"},"content":{"rendered":"
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\n Summary <\/h3>\n <\/div>\n
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Lanc\u00f4me accelerated its regional digital growth and established data independence by launching a highly engaging gamified lead generation campaign.<\/p>\n

Driven by automated CRM integration and precision for targeted social media ads, the campaign captured over 20,000 high-quality leads, generating \u20ac69,000 in revenue and an impressive 474.47% ROI.<\/p> <\/div>\n <\/div>\n<\/div><\/div>\n\n

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\n Company background <\/h3>\n <\/div>\n
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For more than 110 years, L’Or\u00e9al has been a pure player and global leader in the beauty sector. As a core brand within this portfolio, Lanc\u00f4me is a French beauty synonym originally founded in 1935 by visionary pioneer perfumer Armand Petitjean.\u00a0<\/p>\n

Known worldwide for its innovative products, iconic perfumes, and strong corporate commitment, the luxury brand is dedicated to offering the very best in beauty and French-style elegance across 150 countries.<\/p> <\/div>\n <\/div>\n<\/div><\/div>\n\n

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\n Expectations <\/h3>\n <\/div>\n
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Lanc\u00f4me faces a distinct business and structural challenge in the Croatian (HR) and Bulgarian (BG) markets.\u00a0<\/p>\n

Because the brand operates without its own physical retail stores in these regions, its local sales volume relies heavily on third-party distributors and external points of sale. This created a critical barrier to direct consumer engagement and data ownership.<\/p>\n


To overcome this, the primary expectation was to scale digital presence, maximize returns, and reduce reliance on distributors by taking control of consumer data at a regional level.<\/p>\n


The project required an advanced framework capable of engaging a premium target audience that natively demands high-quality interaction and a sense of reward prior to purchasing and successfully transitioning them into a long-term loyalty pipeline.<\/p> <\/div>\n <\/div>\n<\/div><\/div>\n\n

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\n Goals <\/h3>\n <\/div>\n
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Accelerate digital growth by expanding the regional CRM database and collecting first-party data across Croatian and Bulgarian markets.<\/p>\n

Acquire a high volume of leads<\/p>\n

Maintain cost efficiency during data acquisition by keeping the average cost per lead (CPL) highly competitive.<\/p>\n

Drive measurable, incremental sales and secure strong profitability relative to the total ad spend.<\/p>\n<\/div> <\/div>\n <\/div>\n<\/div><\/div>\n\n

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\n Solution <\/h3>\n <\/div>\n
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To overcome the lack of a physical retail presence and counteract advertising fatigue, a lead generation framework was deployed using gamification and CRM-triggered automation.
Rather than relying on traditional static performance ads, the media strategy leveraged highly engaging video and image creative assets to drive targeted traffic to the interactive landing page.<\/p>\n

Premium audiences are more ready to engage when the experience begins with a reward, not a contact form.<\/p>\n

The core of this experience was a “thumb-stopping” digital scratch-card, which replaced dry questionnaires with an immediate rewarding interaction.
This gamified approach functioned as an automated lead-scoring filter, ensuring that only high-intent, premium-aligned consumers completed the entry. A technical integration bridged the landing page and the CRM, allowing for the instantaneous, real-time verification of user participation and the automatic delivery of rewards, effectively transforming passive interest into a qualified, first-party customer database.<\/p> <\/div>\n <\/div>\n<\/div><\/div>\n\n

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\n Approach <\/h3>\n <\/div>\n
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Strategic Platform Dispersion<\/strong>: Meta and TikTok served as the primary engines for top-funnel engagement. These platforms were chosen for their visual-first environments, which are essential for maintaining the prestige aesthetic of a luxury beauty brand.
By leveraging Meta\u2019s precision in reaching established, interest-based segments alongside TikTok\u2019s ability to drive high-intensity engagement among trend-conscious users, the platform mix was tuned to match regional luxury consumption patterns. This dual-platform approach shifted the strategy from merely reacting to search demand toward actively generating new consumer intent by placing the brand within the daily discovery.<\/p>\n<\/div>\n

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High-Impact Creative Strategy:<\/strong> Paid media distribution was structured around compelling video and image assets, maximizing their impact to capture attention on the feed and seamlessly direct users to the interactive experience.
Intent Engineering: By funneling targeted traffic directly into the reward-first landing page journey, the campaign successfully captured and refined consumer intent, transforming passive interest into active participation.<\/p>\n<\/div>\n

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Automated Engagement Workflow<\/strong>: Ad delivery was synchronized with a streamlined CRM process that verified user participation in real-time, instantly triggering reward delivery upon completion to ensure zero friction in the conversion funnel.<\/p>\n<\/div>\n

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Interest Modeling<\/strong>: The strategy focused on high-affinity segments for prestige beauty, prioritizing users with a demonstrated interest in luxury skincare and cosmetics. By refining the audience profile to reach only those most likely to engage with a premium brand, the media execution maintained a competitive cost per lead while ensuring the quality of the data collected remained high.<\/p>\n<\/div> <\/div>\n <\/div>\n<\/div><\/div>\n\n

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\n Results <\/h2>\n \n The strategic shift to an automated, gamified framework completely surpassed initial campaign expectations and resulted in: <\/span>\n <\/div>\n
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\n +<\/span>20K<\/span> <\/div>\n \n <\/span>\n <\/div>\n \n New 1st party Leads <\/span>\n <\/div>\n
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\n +<\/span>0.59<\/span> <\/div>\n \n \u20ac <\/span>\n <\/div>\n \n Cost Per Lead <\/span>\n <\/div>\n
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\n +<\/span>475<\/span> <\/div>\n \n % <\/span>\n <\/div>\n \n ROI <\/span>\n <\/div>\n <\/div>\n <\/div>\n<\/div><\/div>\n\n
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CRM Database Expansion<\/strong>: Captured 20,000+ new, high-quality first-party leads across both regions.<\/p>\n

Exceptional Acquisition Efficiency<\/strong>: Realized a highly optimized, average Cost Per Lead (CPL) of \u20ac0.59.<\/p>\n

Direct Revenue Generation<\/strong>: Translated user interactions into \u20ac69,000 in total revenue.<\/p>\n

Outstanding Business Profitability: Achieved an outstanding Return on Investment (ROI) of 474.47%.<\/p>\n<\/div>\n

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Ultimately, the campaign successfully transformed passing social media interest into a high-value, owned customer asset, giving the brand an autonomous direct-to-consumer digital channel that completely bypasses local distribution limitations.<\/p> <\/article>\n<\/div><\/div>\n\n\n

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Learn more in the video below!<\/p>\n\n\n\n

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