Case Study
How Lancôme’s fragrance launch impressed audiences during Mother’s Day with Prime Video ads
Product(s) used
Goals
- Deepen awareness
- Increase consideration
- Offer an experience that felt timely, natural, and memorable
Approach
- Launched Prime Video ads
- Aligned the movie-sponsored storyline to their product values
Results
- Delivered impressions 5 times greater than expected1
- 40% of impressions were delivered during the first 4 days
- Average impression frequency of 1.2 times
When it comes to connecting with audiences in an authentic and meaningful way, Lancôme’s recent campaign for their new fragrance, La Vie est Belle Rose Extraordinaire, shows the impact of aligning brand messages with the right content.
For Mother’s Day, Lancôme aimed to do more than launch a fragrance; their objective was to deepen awareness and consideration among women aged 35+ by offering an experience that felt timely, natural, and memorable.
To achieve this, Lancôme partnered with Prime Video on a title sponsorship—a first in Spain—to align their campaign with the romantic drama film The Idea of You and build an emotional connection with their audience.
Creating authentic connections through content alignment
Lancôme’s goal was not just to showcase La Vie est Belle Rose Extraordinaire, but to do so in a context that felt natural and engaging. By aligning their fragrance to the themes of connection and love from The Idea of You, Lancôme integrated their sponsorship seamlessly with the film’s emotional narrative. The title sponsorship package placed Lancôme’s non-skippable ad before the show started, alongside content that was relevant to the audiences they wanted to reach.
This collaboration allowed Lancôme to align its fragrance with a meaningful moment, presenting the brand message in a context designed to resonate with the audience. By integrating the campaign into an authentic setting, it aimed to create relevance and encourage a deeper connection with viewers.
Reaching the right audience at the right time with Prime Video ads
Prime Video ads allowed Lancôme to connect with engaged and demographically-relevant audiences. Using Amazon Ads first-party signals, Lancôme was able to reach women aged 35+ at an ideal time—Mother’s Day—when the themes of connection and celebration, and gift-giving, were top of mind for viewers.
The success of this partnership was clear: 40% of the campaign’s total impressions were delivered in the first four days,2 significantly driving awareness at the right time. With Prime Video ads, Lancôme effectively amplified their message, reaching wide audiences with a timely and appropriate message.
Delivering and demonstrating results
By pairing Lancôme’s fragrance with The Idea of You, this campaign created a natural connection that went beyond traditional promotion. The brand felt naturally integrated into the viewing experience, enhancing audience engagement. Viewers were exposed to the campaign an average of 1.2 times,3 meaning the message reached the most viewers at least once without feeling repetitive.
These results demonstrate how Prime Video ads allow brands like Lancôme to create meaningful connections at the right moment. With Amazon’s first-party signals and a premium, brand-safe environment, brands can drive awareness, consideration, and engagement as Lancôme did with its fragrance campaign.
1-3 Amazon internal data, ES, Q2-Q3 2024. Results are based on early stage adoption and do not guarantee future results.