Loreal 4

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Some recent local digital case studies

DIGITAL CASE STUDYBiotherm / Liftactiv Retinol HA / China

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The challenge

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Our solution• Digital strategy

Finding where the source of its social media voices are, a campaign was

developed to infiltrate those sources so as to engage and create an

interactive environment to propagate awareness of the event via word-of-

mouth.

• Digital Activation

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Thru CIC & iResearch TGI report

YokaOnlyLady

Virtual event via:

Tudou

Forum ActivitiesEditorial / KOL Write-upsSpecial Editorial Format Tudou’s Own Environment

Video Seeding thru:1)Placement &

2)Contextual Targeting

http://www.yoka.com/

Results

• Within 2 weeks and at a very limited budget, campaign received over 20,000 replies from our forum activities. The one-day event also garnered a total of over 2.2 million views.

• Campaign also garnered a very high amount of registration simply just from this one-day event, achieving its lowest cost-per-lead

L’Oréal Paris Elsève / Nutri-gloss / France

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The challenge

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1.Test & learn on the media mix efficacy for a product launch (TV + online video)

2.3 media scenario in 3 different geo. locations in France (one 100% TV only campaign, one 100% TV + online campaign and one 100% TV campaign and web on top, after TV) to compare sales impact/uplift for each scenario

• Digital ActivationBranded channel + YouTube ad video campaign

Visibility on YouTube Home Page

Video

Display on Google display network to generate traffic

to Elseve website and coupon download

Performance

Marketing Scan PartnershipPost test to measure reach and sales

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Results

Connection

Engagement

Conversion

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L’Oréal DPL / Xmas Corridor / Europe

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The challenge

• Background

• Brand: Armani / Lancôme / Yves St Laurent

• Product: Women fragrances

• Campaign: Christmas 2010

• Country: Big 5 Europe (focus on France)

• Target audience: Women 25-49 y.o.

• Period: December 22nd, 2010 (+ teasing from 18 to 21 Dec.)

• Media channels: TV, Internet

• Brief objectives:• DRIVE awareness to generate in-store traffic before Christmas (Yearly

strategic period for fragrances sales)

• CREATE emotional connection with women consumers to increase brand preference

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L’Oréal LPD Christmas corridor campaign on YouTube

5 days, 5 countries, 6 brands, 25 Home Pages on YouTube

365 million contacts (+40 million vs. objective)

1,08 million video views in total

1 million visitors on LPD brand channels on YouTube in 5 days

357% viral rate*

Research WIP to measure ad impact

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http://www.youtube.com/watch?v=vgD7uPzNWjk

* Nb of viewed videos in total on the period / Nb of paid viewed videos

http://www.youtube.com/watch?v=vgD7uPzNWjk

The fragrance for treasured momentsThe fragrance for treasured moments

Essence of joyEssence of joy Living and Loving in the momentLiving and Loving in the moment

On Wednesday, December 22nd, 2011, « Nikos Aliagas (French TV program presenter) has presented an amazing TV

spot called A dream of 3 minutes.After the TF1 evening television news, he announced the film

imagined by L’Oréal group, in which were revealed 3 unreleased TV spot versions of Tresor de Lancôme with

Penelope Cruz , Parisienne of Yves Saint Laurent with Kate Moss, and Acqua di Gioia of Giorgio Armani with Emily

Dinonato. ».

France focus: Wednesday, December 22nd, 2010A dream of 3 minutes on TF1 TV channel

L’Oréal Paris Elvital / Color Glanz / Germany

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The challenge• Background

• Brand: L’Oréal Paris

• Product: Shampoo

• Campaign: Elvital Tägliches Pflegespray ’Color Glanz’

• Country: Germany

• Target: 1,750 influent women selected (32 y.o. in average)

• Period: April / May

• Budget: 44 K€

• Case study focus: Word of Mouth campaign “Seeding”

• Other media activated: TV / Display

• Brief objectives:

• Support the new Color Glanz Spray product launch by generating online word-of-mouth

• Expected results:o Number of expected Word of Mouth dialogues: 105,000

o 17,500 Unique Visitors on project weblog

o Google page results #1 about the initiative (for 5 relevant keywords)

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Our solution• Strategy

1. Recruit online influencers via a sampling trial campaign and generate online conversations / positive word-of-mouth to enhance product credibility

• Activation

• A limited number of women multiplicators / influencers were selected initially (within the Elvital target group) in order to try the new products (leveraging the online community from TRND)

• These selected influencers were invited to hand out products to friends, colleagues… and make them talking about this new product via any type of communication (face-to-face, social media activities like blogs… with feedbacks collected via questionnaire)

1750 multiplicatorsØ age: 32Female: 100%

Receipt of information and products

Permanent support during the project

Generation of social media conversations

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Results

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Connection

Engagement

Conversion

Opinion

* NPS value shows the probability that the product will be recommended to friends.

Campaign creative executionshttp://elvital.trnd.com/

Google:visibility of „Elvital

Tägl. Pflegespray“ on various search queries

Flick‘r:Visibility of +350 pictures on this photo-

sharing platform

Online social media mentions

Blogs

SOCIAL MEDIA ACTIVATION

The initiative weblog as main online platform

More than 26 reports in

weblogs and social

communities

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http://elvital.trnd.com/

Maybelline / Eraser Foundation / UK

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• Brand: Maybelline

• Product: Eraser Foundation (cosmetics)

• Campaign: Eraser Launch – Teaser campaign

• Country: UK

• Target audience: Women 30 - 55

• Period: 13/12/10 to 16/01/11

• Budget: £55,000 (58,764 EUR)

• Case study focus: Drive awareness of new brand

And generate excitement before launch

• Brief objectives:

• Generate brand awareness by generating strong

interaction rates and fans to the Facebook page

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Our solution

• Digital strategy

1.Deliver highly engaging creative across sites indexing well against the target audience, and drive awareness of the Facebook page and competition through homepage poll ads


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Facebook ad campaign driving traffic to brand

video + incentive to share

Social DisplayDisplay activity using expanable ad formats

across female lifestyle content and demo targeted

on mail and messenger

Results to date – (activity ends on 15th Jan)

• 3,229,272 impressions served via Display

• 3,204,468 impressions served via Facebook

• Average Interaction rate (expansions & clicks ) - 14.55%

o Above average @ 8.58%o Glam Media best performing site

• 5,120 engagements on Facebook

• 1,500 fans to date – majority of which have entered

the competition

• As this is a teaser campaign, we don’t have product reviews yet (in stores from 15th Jan)

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Connection

Engagement

Conversion

Opinion

Display creative execution

• Creative expanded and an image of the product was used to reveal the copy below, which encouraged people to go to Facebook and enter the competition

• This had led to an above average interaction rate of 14% which is double the industry average

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Homepage ads to drive awareness

Facebook execution

Competition on customised page to drive interest,

generate likes and gather data

Further newsfeed communication to fans in the run up to launch to increase

brand recall

• 1,340 fans generated in 1 week – none have tried the product, so this is anticipated to rise sharply when the product hits the stores on the 16th• Positive feedback from the audience and competition entrants

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L’Oréal Paris / Revital / China

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The challenge

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1.Nation-wide exposure sustaining to maintain SOV with online video ads during CNY to support TV's lack of exposure. (SOHU, YOUKU, TUDOU)


Pre-roll ad video campaign

Video

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Results

• During CNY, online video was more effective than usual in reach

o 2.9% to 6.3%, online CPR ￥ 0.1 VS. TV CPR ￥ 0.5o And fulfilled its objective in supporting awareness.

• In 2009, sales drop during CNY period with TV support was 50%.

• Compared to 2009, 2010 sales drop was lower (34%) with online video support but without TV support.

Connection

Conversion

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L’Oréal Paris / Hydrafresh / China

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The challenge

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Our solution - Be a king!How does a king present himself?

When: The Crucial moment

Where: Center square to meet pilgrim

How:

1. Powerful influence

2. Impressive impact

3. Grace form the king!

• Build deepen awareness and engagement with impactful display ads in key media (high traffic and TGI)• Concentration of media SOV • KOLs sharing for advocacy and trial program to increase product experience and recruit new users.

• Build deepen awareness and engagement with impactful display ads in key media (high traffic and TGI)• Concentration of media SOV • KOLs sharing for advocacy and trial program to increase product experience and recruit new users.

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Results

• Concentrated strategy helped on the max reach: The cost per reach of Sohu & Elle reached a lower level than LRL avg. (Sohu ￥ 0.08 – benchmark ￥ 0.09, Elle ￥ 0.56 – benchmark ￥ 1.76)

• Impact ads for king image building: Impact ads is more efficient than regular banner (CTR of 1.18%, 6 times of regular banner), esp. in SOHU & ELLE & Pclady

• Taobao ads encourage the purchase intention: 1st screen banner in Taobao homepage & beauty channel homepage & Taobao IM Today’s Hot got the best click conversion performance (CTR of 0.77%~1.3%) and total hydrafresh category sales increased 30% in Taobao store.

Connection

Engagement

Conversion

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Display on media

Campaign creative executions

Soft content on media

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DIGITAL CASE STUDYL’Oréal Paris / Sublime Mousse / Germany

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The challenge

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Our solution• Digital Strategy

1.In order to increase awareness of the product and the Facebook campaign, we split media buzz into 70% linked to the branded microsite and 30% linked to Facebook.

2.In the Facebook contest “Become the face of Sublime Mousse” we are mainly interested in gaining high quality contacts and word of mouth effects.


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Branded Micorsite:www.sublime-mousse.de

Contest and interaction on the wall

e-Shop co-op:Products for free for a short time

E-Mail: Online Newsletter

Pre-Testfor our AVIPs

wwwDisplay/ PreRolls/ Special Ad

educational videos

posts

Results

• 52 M AdImpressions Phase I & II

• 137,000 visits Microsite: www.sublime-mousse.de

• 310,892 Visits Sublime Mousse APP

• 58,000 fans on Facebook Jan – Mid-March (+45%)

• 73,421 Votes

• 1,931 participants

• 1,000 Pre-tester and 90% would recommend it to a friend

• 25% increase of awareness after Phase I & II

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Connection

Engagement

Conversion

Opinion


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Key learnings

• Positive• Online Video ads generate highest CTR rates• Due to contact class optimization and targeted media delivery we

generated an high increase of awareness

• Negative• No possibilities to target on coloration users, so that wastages are high• This is display in lower click performance compared to other products• Future approach: Partly cover campaign with CPC deals

• Competition• We generates a high buzz for the contest and so a good response s on the

facebook profiles (displayed via Fans generated) • Compared to the competitor, we have the highest

growth on Facebook Fans

39Source: facebakers.com; german FMCG market; development in last 3 months

DIGITAL CASE STUDYL’Oréal Paris / Sublime Mousse / UK

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• Brand: L’Oreal Paris

• Product: Hair Colourant – Mousse Application

• Campaign: New Product Launch (first time mousse is available

usually it’s shampoo colourants)

• Country: UK

• Target audience: Women 25-49 Females

• Period: Takeovers: 21st Feb; Display 21st Feb – 28th March

Facebook:16th 31st March

• Budget: £82,404 (93,473 EUR)

Case study focus and Brief Objectives

• Phase 1: Generate Brand Awareness though Homepage Takeovers

• Phase 2: Generate Interest through running display in key environments promoting online competition

• Phase 3: Generate Engagement through Facebook by driving users to a Game application

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Our solution

• Digital strategy

• Generate awareness on high reaching sites through takeovers and follow up activity with display on high indexing sites against our audience. Facebook activity used to engage with the audience.


Facebook Homepage Engagement ads to drive users to the Game

hosted on L’Oreal Paris Brand page

Social

Display

Display activity using expanable ad formats across female lifestyle

content and portal

Homepage Takeovers

Homepage Takeover on the no1 news site for reaching

Women in the UK - Mailonline and one of the

most popular fashion/ lifestyle site - Cosmo UK

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Results • 11.3m impressions served via Takeovers

• 3.5m impressions served across Lifestyle & Portal sites

• 18m impressions served on Facebook

• 17% Interaction rate (expansions & clicks )

above average @ 8.58%,

• Marie-Claire & MSN Lifestyle delivered strong

engagement results

• Media drove 11k users to the Beauty Confidential Website

and 1.1k users entered the competition

• There was no qualitative study in place to measure opinion however, user activity on Facebook increased during campaign

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Connection

Engagement

Conversion

Opinion

Display creative execution

Takeoversincluding site re-skins for higher impact

Expandable rich media formats to include further info and encourage user

interaction

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Homepage engagament ads to drive users to the Sublime

Mousse Facebook Page

Facebook execution

Sublime Mousse Page promoting the game and the chance to win a weekend in

Paris for 2

Game generated hype and encouraged user interaction with l‘Oreal Paris Facebook

page

• Sublime Mousse Tab on the L’Oreal Paris Facebook Page generated over 11,000 views

• Sharp Increase in Likes as soon as the Sublime Mousse Campaign goes live

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DIGITAL CASE STUDYL’Oréal Paris / Rose Universel ‘Pink my life’ /

France

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The challenge

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Our solution• Digital Strategy

• Create engagement & awareness with the product trial contest and create buzz with a Facebook application targeting young Women


CPC Facebook ad campaign driving traffic to the application

+ incentive to share

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CPA with Adkowledge

Social Visibility on feminine website & make up content to promote the product trial contest

+ Recruitment of Cosmopolitan girls to test the product and make a publi-éditorial about it on Cosmo

Display / Partnership

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Personalized e-mail sent to L’Oréal CRM database + message on the Fan page Wall

CRM

Results

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Connection

Engagement

Conversion

Opinion

C’est le rose à lèvre idéal, il est joli; il tient, je l’adore ! »«

Display on feminine website & make up content


CPC & CPA campaign to promote the Facebook

application

Facebook Application „Pink my life“ where Facebook user were able to pink their photo, get votes and win products & weekends in Paris

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Key learnings

• Positive• High engagement especially on the product trial contest• The campaign has generated lots of contacts with very

little budget

• Negative• L’Oreal gave high restriction to the Facebook contest that

discourage internet users: only for women, type of photo required, duration limitation…

• For the next campaign, we will ask for a more flexible contest to optimize the performances

• Competition• An effective way to address young Women • New communication code: modern & educational

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DIGITAL CASE STUDYL’Oréal Paris / Code Jeunesse / France

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The challengeBackground

1.Brand: L’Oreal Paris

2.Product: Skin Care

3.Campaign: Code Jeunesse Launch

4.Country: France

5.Target audience: Women 35-49 (target in 2011 : 25-49)

6.Period: From January to December 2010

7.Budget: 3,9 Million €

8.Case study focus: 360° + Partnership

9.Media channels: TV, Print + samples (2,5 Millions) , Display + testing and testimonial

Brief objectives• A strong media planning to establish the product as a “pilar” of the category’s

brand

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Our solution• Strategy

• Strong presence with a 360°media campaign including

Classical Mass mediascampaign to generate strong media performances :TV, Press and

Web (+ in store promotions)

And And

• To generate credibility and glamour => A media partnership with MARIE CLAIRE magazine

Activation• 4 TV Campaigns

A strong first burst with mix formatsThe Third burst including TV spot with a MARIE CLAIRE

• 3 Press Campaigns + Samples

• Display and testing on Internet

• Partnership with a media Brand

• Points of sales : in store stickers and promotion

Internet

TV

Print

Media Partnership

Point of sales

Instore stickers


Online creativesOnline Teasing

Print

Marie Claire partnership: Web+ Print +TV Tag

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Marie Claire.fr recruitment, testing and reveal E-mailing sent to 150 000 Marie Claire opt-in : W 35-49 (January 2010) => 200 products sent to be tested•13% of opening rate•41% clic rate

Print revelation + sampling

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TV spot including Marie Claire tag

spot17sec + Tag 3’’ : 06 Sept to 24 Sept

Marie Claire partnership: Web+ Print +TV Tag

Results vs. objectives

Media performance

• TV : 1 551 Grps

• 350 Grps/TV burst (vs an average of 330 Grps per TV burst in the anti-ageing market)

• Average of 80% coverage per TV burst

Innovation

• 360° Partnership with a media Brand generating a TV TAG => a real success as generally Media brand and TV channels are not keen to develop this kind of advertising

• Dedicated web formats created for Code Jeunesse, never seen before.

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L’Oréal Paris / Mobile 02/Superdrug / UK

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The challenge

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Our solution• Digital strategy and tactics

1.Negotiate a 6-month first-to-market mobile test with L’Oréal Paris as the exclusive Beauty partner with O2 telco provider (and Superdrug retailer partner)

2.Send targeted promotional offers to O2 mobile users (every 2 weeks) for any consumer walking nearby a Superdrug store (geo-localized)

• Digital ActivationGeo-targeted SMS text messages sent to women users nearby Superdrug

Mobile

Women can buy L’Oréal products with proposed promotional offer (couponing code, instant rebate,

buy 2 get 1 free…)

In store

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Results

• Highest potential in terms of women users reached through geo-targeting

o Volume of messages exceeded the initial expectation of 100,000 in 6 months, with final delivery target of 339,000 SMS pushed

1. Research implemented to look at brand and sales impact

o 55% of those who recalled receiving pushed SMS increased likelihood to visit Superdrug; of these 43% did visit post receipt

o 32% of incremental purchaseso Additional 21% planned to purchase but had not done so yeto Discounts had the greatest single impact but influences related to

location had impact for 39%

• Positive industry PR coverage

Connection

Engagement

Conversion

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Opinion

Key learnings

• Positive• Significant mobile reach, even with geo-localization targeting• No negative intrusive perception towards promotional SMS push

activity• Strong and cost-effective in-store driver• With high impact in sales and purchase intent, in e-retail partner

stores but also in other stores (not participating to the mobile promotion)

• Negative• Discount / Promotion is still the key in-store driver call-to-action

(location comes 2nd)>> Need for strong call-to-action to drive users in store (product / brand

notoriety is not enough): promotion, new / exclusive / limited edition product…

• Difficulty to track exact direct sales in store (only via post-campaign online questionnaire here)

>> Implement tracking mechanic like e-coupon… for more detailed and accurate direct sales reporting

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THANK YOU!

Loreal 4

Lifestyle

Transcript of Loreal 4