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L'Oréal Profissionnel selected the best Portuguese blogger's for a blogger's battle. The readers of the blogs like Pipoca mais Doce, Stylista – Maria Guedes, Carmo Avant Chanel, Style it Up, Stilleto Effect and Pure Lovers, sent their pictures to be chosen for a change of look. Each blogger chose an adventurous reader to make it a total transformation. The bloggers, with the direct help of professionals, chose a new haircut, color and makeup. At the end of the whole transformation, photographs were exposed on the Facebook page of L'Oréal Profissionnel, Portugal
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Client L’ORÉAL PROFESSIONNEL PORTUGAL
Service SOCIAL MEDIA
Target Men and Women in Portugal
Objectives Increase Brand Awareness and Reputation
Period 17 a 24 de October, 2011
http://www.facebook.com/lorealprofessionnelportugal
WHAT IS A FASHION BLOGGERS…?
“A Fashion Blogger is someone who covers many things such as specific items of clothing and accessories, trends in various apparel markets (haute couture, prêt-à-porter, etc.), celebrity fashion choices and street fashion trends.”
@ Wikipedia
PORTUGAL FASHION BLOGGERS ACTIVITY
50 Fashion Blogs
70.000 Visits/Day +25% Visits in 2010 vs. 2009
@ Marktest
Site Jornal Noticias (top-medium newspaper)
21.000 Visits/Day
LETS MAKE A VIRAL MARKETING CAMPAIGN…
THE 4 B.B MAIN GOALS
• Reinforce LP as a Fashion & Trend brand
• Expand the number of people in contact with the brand activity (Special
focus on Young tribe)
• Gain the consideration of very influence Opinion Makers & present them DIA
• Increase the number of Facebook Fans
BLOGGERS SELECTION…?
Visits/Day
Style it Up 2.000 Carmo Avant Chanel 3.000 Stylista 5.000 Pure Lovers 6.000 The Stiletto Effect 7.000 A Picoca mais Doce 25.000
Total 48.000
• Young people that love Fashion & Beauty
• Respected & Independent Opinion Makers
• With succeeded Professional lives
@ SiteMeter
THE BEGINNING…
The 6 Candidates arrived into LP Lisbon
Academy
The Makeover was proposed by the Bloggers
in collaboration with Carlos Gago (LP
Portugal Ambassador) who advised on the
best hairstyle for each candidate.
… & AFTER 1 DAY OF WORK AND CRIATIVITY
CANDIDATES MAKEOVER IS READY…
CANDIDATES MAKEOVER IS READY…
IS TIME TO GO ONLINE…
Specific TAB @
L’Oréal Professionnel
1. (fangate)
2. (contest)
VOTE THE LOOKS…
Where fans can:
• Know more about the transformation process
• See the Before/After images
• Vote the look that they like the most
Contest
Blogger profile
Final results
CREATE TRAFFIC THROUGH BLOGGERS SITES…
Completely for FREE…
A DIA MOMENT…
Opportunity to present DIA to
Bloggers & Candidates
All the transformations made
with DIA Light or Richesse.
RESULTS & ROI
RESULTS PER BLOGGER
Blog Clicks VotosA pipoca mais doce 3.508 3.140Stylista 895 890Carmo Avant Chanel 187 1.212Stilleto Effect 183 1.375Style it up 133 453Pure Lovers 240 1.890
5.146 8.960
Different targeted links for measuring statics for each blogger.
NEW FRIEND PER DAY @ FACEBOOK LP
36014019
1986
758425 353 412 258
0500
10001500200025003000350040004500
Dia 1 Dia 2 Dia 3 Dia 4 Dia 5 Dia 6 Dia 7 Dia 8
Fãs novos por dia
Dia 17 (20h) Dia 24 (20h) ∆12.135 23.862 11.727
TIME LINE
Invite Bloggers 1st Teaser @ LP
Facebook Bloggers Ba:le
Facebook Fans:
Date: 17/10 24/10 7/10 1/10
+13.000 New Facebook Fans, in 7 Days
9.000 10.000 11.000 24.000
Frederico Carvalho
Creative & Social Media Director
frederico.carvalho@elogia.net
José Magro
CEO
jose.magro@elogia.net
Patrícia Nunes
Client Service Director
patricia.nunes@elogia.net
CONTACTOS :
www.elogia.net
Av. A.A.Aguiar, 5 – 5o.d, Lisboa
Frederico Carvalho
Creative & Social Media Director
frederico.carvalho@elogia.net
Nuno Lourenço
Project Manager
nuno.lourenco@elogia.net
SOCIAL MEDIA PORTUGAL
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