Growing YSL's CRM database through innovative lead generation campaigns

Let's explore how Acquisit drove exceptional growth for YSL Beauty by strategically executing lead generation campaigns around Saudi National Day. We aimed to grow the brand’s email database while enriching audience pools used for targeting paid media platforms. First-party data plays a crucial role, as it allows brands to reach owned audiences more efficiently, improve personalization, and reduce dependency on third-party data. Building a strong CRM base sets a solid foundation for campaign performance, especially ahead of peak seasons like Black Friday.

Strategy

To craft an engaging activation, Acquisit and L’Oreal designed a localized, gamified experience tailored to the occasion of Saudi National Day. The campaign introduced a native questionnaire format directly within Meta Lead Ads, creating an interactive experience that proved far more engaging than any traditional lead generation format. We combined cultural relevance with a playful user journey with a short National Day-themed quiz. Upon completion, users unlocked an exclusive 10% discount, giving a strong incentive to complete their submission.

We leveraged Meta’s ecosystem with campaigns optimized for cost per lead (CPL) across Facebook and Instagram and  targeting interest-based audiences. All leads collected through the activation were automatically synchronized with the brand’s CRM, ensuring seamless inclusion in future email and audience segmentation strategies.

Results & Conclusion

We implemented a structured A/B testing framework with two creative variations and analyzed questionnaire completion rate, click-through rate (CTR), and CPL performance. The results clearly demonstrated the impact of local relevance and interactivity: the Saudi National Day activation contributed to 90% of all leads collected during September and achieved a 92% lower CPL compared to previous lead-generation activity, going from $4.35 when only BAU and Partnership ads were live to $0.33. Engagement also surged, with a CTR increase of 270%. 

This campaign proves how culturally resonant storytelling and innovative platform use can elevate performance marketing outcomes. 

It also highlights the value of testing new activations during peak moments to combat creative fatigue, boost engagement, and drive higher lead generation performance.