Core Insights - The current trend shows a slowdown in online traffic growth, prompting brands to turn to offline advertising as a strategic choice to overcome growth bottlenecks and reshape user perception [1] - The challenge lies in enhancing traditional advertising methods, particularly in creating interactive experiences that bridge the gap between one-way communication and consumer engagement [1] Group 1: Marketing Strategy - JD.com partnered with Lancôme to launch the new "Filter Water" product using an innovative community elevator media interaction format, addressing key pain points in the beauty industry related to new product launches and user trial costs [1] - JD's comprehensive data capabilities enable precise targeting of high-value consumer segments, focusing on beauty enthusiasts, brand fans, and high purchasing power groups, thereby improving the return on marketing investment [2] Group 2: Technological Innovation - The introduction of the industry-first NFC "tap to receive" feature allows consumers to interact with Lancôme's advertisements in elevators, significantly lowering the barrier to participation [5] - This seamless integration of logistics ensures that samples are delivered directly to consumers' homes after they engage with the advertisement [5] Group 3: Campaign Results - The marketing campaign successfully reached over 3 million people, with more than 2 million new customers engaged, achieving a new customer conversion rate exceeding 30% [5] - The collaboration between JD.com and Lancôme exemplifies the unique marketing value of offline advertising enhanced by digital capabilities, setting a benchmark for efficient growth in the offline advertising sector [5]