Campaign Lancôme

Lancôme wanted to roll out a national campaign that could automatically adapt to each internet user's context, while promoting its brand universe and iconic signature.

The objectives:

• Personalize the message according to the user's location or search.
• Roll out a scalable campaign, avoiding the manual production of thousands of creative variations.
• Distribute on the web and in the SNCF Connect app, with a perfectly consistent approach across both environments.
• Optimize the accuracy of contextual targeting while preserving the brand's creative elegance.

The Lancôme campaign runs in two waves, each relying on a specific personalization mechanism.

Wave 1: Geolocation-based personalization

The system uses the user’s geolocation to identify the closest city among more than 15,000 cities in France.
The creative then displays a personalized message:
“La vie est belle in [city]”

Thanks to ADventori’s automation:

• the city name is automatically inserted into the creative,

• variations update in real time,

• no manual production of thousands of city-specific visuals is required.

This first wave delivers strong local personalization while preserving the premium aesthetic of the fragrance.

Wave 2: Search-based personalization

The second wave relies on the user’s search data.
For example, if a user searches for a Paris → Marseille trip (on SNCF Connect, for instance), macros embedded in the creative automatically retrieve the destination they looked up.

The banner then adapts by displaying:

• the destination linked to the user’s search,

• a contextualized message,

• a consistent rendering across both web and app environments.

This approach aligns Lancôme’s communication with each user’s intent, without requiring complex tracking.

The campaign enables Lancôme to deploy large-scale personalization while significantly streamlining production operations:

• Automatic generation of thousands of creative variations, eliminating the need to manually produce the 15,000 city-specific versions × 9 formats — a total of 135,000 variations.

• Successful local and contextual personalization, powered by geolocation and retrieval of user-searched destinations.

• Seamless deployment across both web and the SNCF Connect app, ensuring a consistent experience across environments.

• Significant time savings for teams, with a DCO setup that replaces several weeks of manual production.

• Maximum flexibility, enabling messages to adapt continuously to each user’s context.

DCO allows Lancôme to deliver elegant, contextualized communication perfectly aligned with its brand universe — at a scale impossible to achieve with static production.