L’Oréal’s event page sponsorship during Ramadan proves to be a success on Amazon.sa

L’Oréal, the world’s largest cosmetics firm,¹ specialises in an array of beauty products, including skin care, hair care and makeup. In 2023, Amazon Ads collaborated closely for Ramadan with the brand to develop a comprehensive full-funnel advertising strategy, encompassing video, display, sponsored ads and a special Ramadan and Eid event page sponsorship. The campaign aimed to engage general beauty shoppers and connect with new customers who have not yet shopped from the L’Oréal brand, intending to strengthen their e-commerce presence in Saudi Arabia.

The campaign adopted a two-phase approach to resonate with the customers’ evolving needs and interests, which shift along with buying habits throughout the month. First, the Ramadan preparation phase, which started two weeks beforehand, was all about setting the stage: helping customers get ready for the month with relevant beauty looks and products, complemented by enticing sales discounts to elevate customer interest. During this phase, L’Oréal engaged out-of-category audiences by using first-party Amazon Ads insights to foster education and connect with new customers.

This then shifted to the second phase, Eid al-Fitr, as the holy month progressed into its final week. The emphasis here was on gifting and celebration, where L’Oréal products were positioned as the perfect items to celebrate the upcoming occasion. This ensured that the beauty brand stayed top of mind for consumers during the month, including the lead-up to Eid celebrations. During this phase, the focus was to remarket to customers reached during the earlier phases of the funnel, as well as tapping into organic behavior.

When looking at Amazon Ads solutions, L’Oréal sponsored the Ramadan event page, which is a dedicated page on Amazon.sa that could be accessed through the homepage, during both phases. This helped the brand gain a large share of voice during key shopping moments and maintain a strong presence throughout Ramadan. Sponsored ads was also pivotal in capturing the interest of customers who engaged with the ads and subsequently returned to the Amazon search page results for more information and to complete their purchases.

This full-funnel approach, integrating diverse ad formats and actively sponsoring an event page, played a central role in driving traffic and ensuring the cohesiveness and impact of the campaign. A standout achievement was achieving a click-through rate (CTR) of 1.3%, demonstrating the effectiveness of these strategies in engaging the audience and guiding them toward the brand’s offerings.²

Moreover, the positive impact of the sponsorship extended to the concurrent display, video and sponsored ads activations. This synergy led to a substantial 124% increase in detail page views, demonstrating that significantly more users were exploring L’Oréal products in-depth.³ Sales experienced an impressive boost, with a 164% increase compared to previous month, highlighting the campaign’s effectiveness in driving purchases.⁴ Additionally, the return on ad spend saw a notable improvement, with a 29% increase compared to periods outside the sponsorship during the month of Ramadan.⁵

These results collectively underscore the success of the Ramadan campaign. Not only did it showcase how the integrated approach and strategic planning during the sponsorship captivated the audience’s interest, it also translated into tangible positive outcomes for L’Oréal in terms of engagement and sales.