Real-Time Trend
Tech Unlocks Unprecedented Gifting Season Growth
Featured Services: Data Strategy, Paid SearchHigher Return on Ad Spend
Reduction in Cost Per Acquisition
The Challenge
The peak gifting season had always been a fiercely competitive battleground for beauty brands, and Estée Lauder found itself in a challenging position. Rivals with larger budgets, like Look Fantastic, were outspending them at every turn, bombarding audiences with aggressive promotions that left little room for traditional advertising strategies to make an impact.
Breaking through this noise and capturing consumer attention required a radical shift—one that would not just compete but redefine how beauty brands engaged shoppers.
The breakthrough came in the form of real-time trend intelligence and dynamic ad personalization.
By integrating Google Merchant Centre data with Spirable’s ad tech platform, Estée Lauder harnessed live insights into trending products and seamlessly incorporated them into its advertising in real time. This meant that as soon as a product gained traction, it was instantly showcased to shoppers, enhanced with “most wished for” messaging to create a sense of urgency and desirability.
The result was a campaign that not only captured attention but also influenced impulse-driven purchases at a scale never seen before. The impact was undeniable—16% higher return on ad spend and a 17% reduction in cost per acquisition, proving that when beauty meets technology, remarkable things happen.
The Execution
The integration of real-time data was the beating heart of this campaign. Every time Google Merchant Centre detected a product trend, Spirable’s platform dynamically updated Estée Lauder’s ad creative, ensuring that the most relevant, high-demand products were always front and center. The messaging reinforced urgency, leveraging social proof elements to tap into consumers’ impulse-buying instincts.
Rather than deploying ads in a vacuum, Estée Lauder ensured that every touchpoint was interconnected. Across Meta’s AI-driven Advantage+ placements, the campaign adapted in real time, responding to shifts in demand and maximizing reach with unparalleled efficiency. This wasn’t just another seasonal push—it was a fully responsive, data-driven ecosystem designed to deliver results at the highest possible level.
Compared to standard Meta Advantage+ ads, the campaign achieved a 16% increase in return on ad spend and a 17% reduction in cost per acquisition. More than just an improvement in performance, these results proved that real-time data and social proof messaging could completely redefine how beauty brands approached the holiday season.
"It was great to reap the benefits of this innovative campaign. This tech allowed the Estée Lauder brand to overlay trending keywords on our product catalogue during the gifting season. We were delighted with the impact on the results.”
- Val Del Castillo
