Elseve Hyaluron Plump. Influencer education. Social Display.
L’Oréal Professionnel is a division of L’Oréal Group, managing professional beauty products, offering a range of professional hair color, forme, styling and home haircare products.
Influencer content in Social Display formats.
Challenge
The new product line brought a series of challenges. First – differentiate between hydration and moisture. Second – find the right influencers to educate, but also provide awareness for the new products.
Solution
The plan had the basis in the Ringier+Flaminjoy innovation. Working with the most significant publisher network in Europe, Ringier, we leveraged Social Display for L’Oréal and provided 7x better CTR (compared to the standard publisher results). We activated 3 brand-fitting creators to launch the new product range – L’Oréal Elseve Hyaluron Pump, delivering education and exposure in 10+ pieces of content. The content was colorful and attractive, with a focus on new information. Social Display is a combination of ad formats, influencer content and pre- + post-click measurement. This allows us to effectively deliver great content at scale, while measuring results of the campaign.
Results
The Elseve Hyaluron Plump launch in Social Display meant over 1 Million impressions and an unprecedented 14.6% Brand Lift increase. It’s a clear signal of the power of combining influencer content in new ad formats, using highly targeted audiences. More campaigns are planned for future launches.
