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Case Study

Estée Lauder refreshed creative

9 times in 4 weeks

and saw +69% higher conversion


November shopping holidays in 2020 occurred within a short period of time. The ELC team wanted to deploy creative concepts that clearly aligned with each holiday through, using dynamic creative optimization (DCO). With these tight deadlines, the team needed to be efficient with in-flight content updates to ensure that the workflow was easy so they could remain agile and make fast decisions.


Estée Lauder UK partnered with to launch creative refreshes in a timely manner that personalized content across 4 audiences with 9 creative refreshes over the 4 weeks holiday season. Together the teams executed Test and Learn campaigns by defining hypotheses to guide the learning priorities. During the campaign the team identified top and bottom performing creative variants that drove optimization.



# of Creative Refreshes over 4 weeks


Lift in DCO-driven conversion rate

What’s a rich text element?

The rich text element allows you to create and format headings, paragraphs, block quotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, block quotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

“Incredible what we’ve achieved [while] doing so much! On a great track.”

Chelsey Kavanagh
Digital Marketing Analytics Executive
Nestlé streamlined workflow across 371 locations to create local shopper with