Client: Estée Lauder Companies UK&I
Estée Lauder Companies UK&I has invested heavily in branded search to consistently deliver on their lower-funnel revenue goals for their direct-to-consumer businesses for over 10 years. With media inflation on the rise, more aggressive discounts in the retail environment, challenges in getting consumers attention, and increasing competition from the retailers they re-sell to, they wanted to play smarter getting consumers’ attention, being at the right place at the right time with the right message while avoiding media wastage. To tackle this challenge, Brainlabs developed a new-to-market and innovative AI solution that scrapes and records the SERP (Search Engine Results Pages) before making real-time changes in ELC UK&I’s ad accounts in response to competitive retailer promotions on their products, ensuring that ELC UK&I only invest where they can win. The pilot of this technology delivered performance improvements, creating a 5% saving, which could then be reinvested in the upper-funnel to maximise consumer demand.
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