Ramadan UGC campaign: Increasing Lancôme's user engagement

Acquisit has been a long-term partner to Lancôme, working closely to evolve its digital media strategy across key moments in the year. As part of this ongoing collaboration, Ramadan 2025 represented an opportunity to further refine Lancôme’s creative approach and test new formats to drive performance.

This case study demonstrates the impact of user-generated content (UGC) within paid media and the role of creative diversification in driving engagement across Ramadan and Eid.

Ramadan is characterised by increased digital consumption, heightened social engagement, and a preference for content that feels authentic and emotionally resonant. For luxury beauty brands such as Lancôme, this period brings a dual challenge: maintaining brand identity while cutting through an increasingly crowded and competitive media landscape.

As audience behaviour continues to fragment, it has become clear that users do not respond uniformly to a single creative format. The campaign therefore sought to validate the role of UGC as part of a holistic creative ecosystem, where statics, videos, and creator-led content work together to engage different audience segments in different ways.

Strategy

Recognising that Ramadan audiences are exposed to high volumes of advertising, the strategy focused on introducing formats that felt more native to social feeds and better aligned with consumption habits.

Creative assets were developed at Meta’s Reels Studio in close collaboration with L’Oréal’s Head of Content Creation for Luxury. Briefs and scripts were developed jointly by Lancôme, L’Oréal Luxe, and Acquisit, ensuring that all content aligned with brand guidelines while still benefiting from a more organic, creator-style execution.

The resulting UGC assets centered on short-form, vertical storytelling that reflected real usage moments and seasonal relevance. This included Ramadan-themed ASMR unboxings, product-focused narratives highlighting gifting sets and D2C offers, and Eid-specific content. These assets were launched across Meta platforms, TikTok, and Snapchat to maximize reach

Results & Conclusion

This approach resulted in a 32% increase in overall user engagement compared to the Ramadan campaign of the previous year.

At an individual creative level, Ramadan ASMR unboxing content emerged as a strong driver of performance, with the Idôle Set ASMR unboxing achieving a CTR of 2.06% and skincare ASMR unboxing asset recording a CTR of 1.39%. Complementing this, Ramadan D2C offers content also performed strongly, delivering a CTR of 1.59%, with Eid-specific Idôle PWP assets delivering a CTR of 1.00% during the Eid period.

The Ramadan 2025 campaign with Lancôme demonstrated the impact UGC can deliver when strategically integrated into a luxury beauty media strategy. Through close collaboration across brand, creative, and performance teams, Acquisit supported Lancôme in unlocking higher engagement during one of the most competitive periods of the year.

As the industry looks ahead to Ramadan 2026, this case study highlights the importance of creative diversification as a core performance principle. Audiences respond differently to different formats, and sustained performance is increasingly driven by a balanced mix of statics, videos, and UGC working together. For Lancôme and L’Oréal Luxe, the learnings from Ramadan 2025 provide a clear foundation for scaling UGC more intentionally, positioning it as a key pillar of future campaigns.