In celebration for 2019 Mother’s Day, L’Occitane launched a new fragrance product range. Subsequently, L’Occitane cooperated with Prizm to introduce an online-to-offline interactive campaign for this launch that included a vending machine and Facebook advertisements. Prior to the release, Facebook advertisements were broadcasted to captivate potential customers in addition to raise awareness about the new product.
Facebook users who clicked on the advertisements were then redirected to a chat-box on Facebook Messenger; personal information was collected such as email addresses and product preferences. Thereafter, the users will receive a QR code, which they can use to redeem a gift with product samples from the L’Occitane vending machine located at offline store.
From both aspects of the campaign, L’Occitane obtained significant customer data for future marketing activities towards a potential target audience. Overall, the campaign attracted over 500 participants for a week. Likewise, it enhanced the brand relationship with customers as they could directly communicate with Facebook users, and had a comprehensive understanding of their personal preferences from the data collection.