YSL’s Demand Gen strategy drives more engagement

YSL Beauty launched a first-of-its-kind Demand Gen campaign in the UAE market, successfully driving a 178% increase in website interaction.

YSL Beauty is a global luxury brand renowned for its iconic makeup products and fragrances. To drive engagement and traffic to their website, YSL ran a highly targeted Demand Gen campaign featuring popular products.

The method

From May to June 2024, YSL Beauty tested a Demand Gen campaign in the UAE market. The campaign featured a mix of video and image assets, showcasing YSL’s range of beauty products with a focus on the YSL Loveshine Candy Glaze Lip Gloss Stick and brand ambassador Dua Lipa. We set up the campaign with the Maximize Clicks AI-powered bidding strategy, aiming to increase traffic to the website, and leveraged Google’s affinity and in-market data as well as the brand's 1st party data to reach the right audience.

Acquisit worked closely with L’Oréal’s growth marketing team to ensure optimization for key performance indicators (KPIs) such as CTR, CPC, and website engagement. Time spent on page and bounce rates were also closely monitored to drive success.

The Results

The YSL Demand Gen campaign achieved outstanding results from May to June 2024:

• 1.4M clicks and 59M impressions across targeted channels.

• 178% increase in time spent on the website compared to other social media channels.

• 90% reduction in CPC versus social media campaigns.

• Lower bounce rate by 6%, compared to social and better user engagement metrics overall.

The campaign’s outstanding performance reinforces YSL Beauty’s ability to maximize engagement during key shopping periods, further proving the effectiveness of YouTube campaigns for the brand.

“At YSL, traffic campaigns are crucial for peak shopping moments like Ramadan & Black Friday. DemandGen is a game-changer for maximizing our impact during these key periods. We’re excited by the results of this tests with this new Google product and are eager to leverage it fully in the upcoming peak season.” - Mahmoud Zanouny - Online Brand Manager - YSL MENA