Lancôme: Parcel from Paris

Lancôme, the beauty brand, created its A Parcel from Paris campaign to become the number one brand in its category on Tmall in China during 2018 Single’s Day.

Campaign details

Brand: LancômeBrand owner: L'Oréal ChinaLead agency: MindshareContributing agency: iblue communicationsCountry: ChinaIndustries: Luxury toiletries & cosmeticsMedia channels: Events & experiential, Livestreaming, Online display, Online video, Social mediaBudget: 10 - 20 million

Executive Summary

Black Friday and Cyber Monday, known the world over as America's largest shopping weekend, pales in comparison to China's Single's Day (also known as 11.11 or Double Eleven), surpassing the US event as far back as 2012. Black Friday and Cyber Monday combined hauled in US$14.1bn in sales, compared to the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands