Guerlain

THE BRIEF

Hello World was commissioned to create a digital Christmas brochure helping to enhance CRM engagement, online and in-store activity over the Christmas period.

THE SOLUTION

We delivered an interactive brochure that showcased Guerlain products in a luxurious way, incorporating video and music to ‘digitise’ the offline format. Users are able to navigate their way through the brochure in a fluid motion that provides a visual experience that surpasses handling print.

Damien Liédana, Trade Marketing Manager at Guerlain, commented:

“Brands need to adapt to remain competitive and that’s exactly what Guerlain does. Although Guerlain has a strong heritage and 180 years of beautiful history it also continuously innovates product-wise and has a strong presence on the digital scene. We grow by listening to our customers' needs and so, seeing as online sales account for 23% of all sales from mid-November to end of December, for Christmas 2014 we asked Hello World to develop a dynamic Gift Ideas brochure. Rich in content, this brochure was used as an e-retail platform and helped drive sales at such a crucial time of year.”

THE IMPACT

Fragrance and beauty brands dominate on and offline during the Christmas period.

This new approach for Guerlain provides customers with an opportunity to browse product categories such as “gifts for her” and “party season must-haves” on their own terms. Each product is available to purchase directly through the brochure by driving readers to appropriate Guerlain retailers.

The digital content was seeded across Guerlain's social and CRM database to maximise engagement and help consumers choose the right gift during the festive season.