A new Estée Lauder ad appeared not in print, but on the New York Times’ Modern Love show podcast, which has over 3 million downloads a month during new seasons. “We saw the opportunity to be more than a call-to-action,” says Claudia Benshimol, senior vice president and general manager of Estée Lauder and Aerin Beauty in the US. The brand chose audio to “bring to life rich, branded short-form stories”, something that isn’t possible on other marketing channels such as TV, she said, per Voguebusiness.com.
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