Sephora's banner ad on Refinery29's mobile site engages consumers by inviting them to find their look by clicking on the ad. Users are then directed to a limited-time offer of Sephora + Pantone Universe beauty products with an emerald theme. "There is a direct action to find your look, which allows consumers to directly buy from the mobile site. It would have been more enticing to offer a special with a 'collect consumer data' form of sorts, in order to have consumers input what they are looking for in their search for a look," said Marci Troutman, CEO of Siteminis.

Related Summaries