Loreal Paris Annual Digital Strategy

Digital Marketing Strategy

L'Oreal Paris Annual Strategy 2012

Stay Rooted’ campaign

ProductL’Oreal Paris India introduced its latest hair fall repair shampoo ‘L’Oreal Paris Fall Repair 3X’

Task Fall repair is one year old brand with high potential to grow versus Pantene and Dove in anti-hair fall category .The Company wanted to break the clutter and build strong & build strong consumer relevance

InsightIndia is a country driven by emotions where music resides in every heartbeat. According to recent statistics 83% of Indian Internet users visit YouTube to search for new music videos. Taking this thought forward L’Oréal Paris went beyond advertising and towards driving content.

Agency The digital campaign has been executed by Foxymoron

TARGET AUDIENCE - ONLINE BUYER PERSONAS

Demographics Segments Definition

College going students Young Girls studying in college in the age

group of 18-25 years

Non working women Housewives as well as young non working

women in the age group of 25-38 years

Working Women Women in the age group of 21-58 years and

employed outside home

Stay Rooted connects on Facebook

‘Stay Rooted’ has become the flavour of the L’Oreal Paris India Facebook page.

The promotions commenced with introducing the product on a brand new cover page around the mid of last month.

Brand Ambassador : The brand ambassador Sonam Kapoor is seen endorsing the new product too, followed by the TVC link.

Facebook engagement : Small engagement activities on the wall invited the 1.8 million strong fan base to share the special person who kept them rooted in their life, answer questions based on the TVC and go back in time with the video to thank that special someone. Besides, the page has useful updates about the product’s benefits and price.

Lo’real Paris has already started Facebook Hashtags. This is increasing the page engagement day by day.

http://www.facebook.com/lorealparisindia

MUSIC VIDEOS - Striking the musical chords

Continuing with its ‘Stay Rooted’ campaign, L’Oreal Paris launched a music video titled ‘Jad Se Judein’ for which the brand associated with popular singer Mohit Chauhan.

The ‘Jad Se Judein’ video strongly encourages consumers to take time out to thank and appreciate the people, things, places, moments from their past that have made them the individuals that they are today.

L'Oreal India's music video titled 'Jad Se Judein' has got 1.8 million views within just two weeks of launch.

‘Stay Rooted’ CampaignL’Oreal has launched the ‘Stay Rooted’ campaign, where consumers are encouraged to connect with their roots by taking the time out to thank and appreciate the people, things and places that have influenced them in their past.

For ‘Stay rooted’, the beauty brand has created a film ‘Go back in time’, that features people from different walks of life thanking that one special person who helps them connect with their roots

Stay Rooted connects on Facebook

Along with the promise of surprise incentives, fans have been asked to share a picture of themselves with that special person and give reasons as to why they would like to thank that person who keeps them rooted.

The best messages from these would be then customised into a cover photo like this

A dedicated Facebook app gives details of the product and the TVC featuring Sonam Kapoor.

Also, it displays a link to the website where a fan can choose to buy the product online as well as through offline stores.

http://www.facebook.com/lorealparisindia/app_481854238560698

Stay Rooted on Twitter

L’Oreal Paris India has leveraged Twitter to connect, converse and spread the word about the new product.

The brand ran a few contests on the micro-blogging platform encouraging Twitter users to watch and share the ad video in return of free gift hampers.

MadeMeWhoIAm asked users to watch and comment on the ‘Go back in time’ video. This was also extended with a contest asking participants to tweet with the hashtag to win goodies. A similar exercise was also followed with #IWillNotFall and #FallRepair3X.

INTRODUCTION OF CASTING

CRÈME GLOSS ON DIGITAL

DIGITAL CAMPAIGN FOR CASTING CRÈME GLOSS

The Challenge : 78% of the women on the page said they didn’t colour their hair. 50% of the women thought colouring their hair damages it

Aim: To bust their myths and get them to SAY YES TO COLOUR

The Strategy : High-octane social media campaigns announcing the introduction of L’Oreal Paris Casting Crème Gloss in India. The digital Strategy for Casting crème gloss was spread over in 3 phases :

1. The Engagement Phase2. Join the Movement Phase3. Interacting with Hair Color Phase

1.The Engagement Phase 2.Join the Movement Phase3.Interacting with color

phase

Maximum viral reach through the cult base fans on the social assets

Amplify the Big Idea as well as the launch of the hair color to create a big enough buzz online which would spill over offline too.

Cement L'Oréal as a trustworthy brand in the long run encouraging more traffic inflow to the brand’s Digital assets

OBJECTIVES

ENGAGEMENT PHASE

PHASE I : ENGAGEMENT PHASE

Busting there myths about hair color

1.The Engagement Phase 2.Join the Movement Phase 3.Interacting with color phase

They helped women to pick the right shade !

MY HAIR COLOUR MY QUIZ !

ENGAGEMENT PHASE

The campaign was kick started through a cult hook – My Hair My Color Quiz. The audience were on the lookout for anything exciting involving their hair personality as a window to express their desire to try a hair color.

The activity served to lay the platform to start the “promotional material seeding’.

The activity was run on Facebook and encouraged over 40,000 quiz taken on the Facebook app setting the tone of the campaign.

The attributes of this product were effectively used for a sophisticated Facebook campaign to create interesting rich-media creatives, applications and quizzes to help users choose the right hair colour for their hair type and overall preferences.

They also ran various Facebook Ads targeting the right demographic for this new L’Oreal product.


CAST MY GIRLS CONTEST

To create traction for its premium hair color Casting Creme Gloss, offline sales were integrated with an app on Facebook which required the user to fill in a unique code found on the pack.

The user could then upload an image with her two best friends to get a shot at starring in an ad with Sonam Kapoor.

The two way street between offline and online led to a 45% upsurge in sales in a tough year

The application allowed users to spread Indirect Word of Mouth

ENGAGEMENT PHASE


TWITTER CAMPAIGN

Incorporated trending catchy Twitter hashtags to the involving of brand ambassador Sonam Kapoor in the overall Twitter campaign, they made sure that as many people as possible were creatively made aware of the introduction of this exciting new product in India.

#livechatwithsonamFor people who were still skeptical about coloring their hair. L'Oréal created a hash tag campaign LIVE CHAT WITH SONAM KAPOOR

RESULT : It reached an audience of 2.2 million


PHASE II : JOIN THE MOVEMENT PHASE

They got 43791+ women to pledge “YES TO COLOUR’

Miss Malini famous fashion Blogger created at home color tutorial video

PHASE II : JOIN THE MOVEMENT PHASE


PHASE III : INTERCATING WITH HAIR COLOUR PHASE

They got 800+ women to add color to their greysIntroduced the 3 glossy black shades through Facebook posts


TRIGGER:

Online Retail Site,

Social Media Re-marketing (Occasion

or Event to attend,

curiosity to try new

better products)

Feedbacks and testimonials

by others (website &

SM)

Selecting Online

Retailer

Need Fulfilled

Information Search on

online retail and blogs

Talk to Friends

Loyalty, Discount

sPoP

Display at retail

Purchase

PATH TO PURCAHSE

Evaluation of the current online presence of L'Oréal Paris

L’Oréal’s Facebook Strategy

1. Different Marketing Strategies & Facebook pages for each countryIf you search for L’Oréal Paris on Facebook, you will have the option to chose between different pages: USA, France, Brazil, Pakistan, Germany, etc. The company’s marketing strategy changes according to the country, which applies to Social Media Marketing as well: Italy is very social, but Germany is the opposite, for example.

2. Guide your Customers before & after their PurchaseThe company uses Facebook and other Social Media platforms to get the customers’ attention: You can be in a store and then search for a product and watch a how-to video on your phone and that can increase your purchase intent. We’re not looking at the product-centric strategy which we used to at L’Oréal. They also use these platforms to follow-up with their customers after a purchase, via L'Oreal's Facebook pages, Twitter accounts, YouTube channel, etc.

3. Create Content that stimulates Social ConversationCreating the right content that will engage your audience is a must. Women love to talk about what lipstick they’re wearing, what lipstick was Sonam wearing from the Cannes. Beauty is always part of the social conversation. Women are always interested in what other women are wearing, doing, beauty tips. L’Oréal interacts with its fans on Facebook by asking questions, giving out beauty tips, launching contests and encouraging fans to share their stories. The brand often simply asks the audience to ‘Like’, ‘Comment’ or ‘Share’ posts as well as vote for their favourite celeb look.

CONCLUSION

Important Takeaways :

The launch trended in multiple cities all around India on all the Digital Platforms (Facebook, Twitter, YouTube) providing :

1. Rich product information

2. Customer review and tips

3. Editorial content and advice

4. Social engagement and to way dialogue

5. Broadest selection

6. Convenient and fast check out

7. Price comparisons and special deals

8. Convenience of anything, anytime, anywhere access

COMPARISION WITH COMPETITORS

LAKME• Lakme India made girls relish their loved one

through the “Colours of Love” contest on Facebook, a Valentine’s Day special.

• Recently, Lakme has launched a series of you tube tutorial ads for educating consumers about the usage of the 5 new shades of Lakme eyeconic kajal.

REVLONCosmetic brand Revlon has used a Twitter video to launch the new product from Revlon: ColorStay Ultimate Suede Lipstick range. The brand has used Twitter's Vine platform for launching the campaign. Vine is a video platform launched by Twitter which has brief videos (six seconds or less) as tweets.

The brand also created a virtual "Fashion Show" called the Ultimate Suede Show on Facebook. Here, the brand revealed the product to its 550,000+ fans on the platform

Thank you !