L’Oréal goes beyond skin deep with Twitter
The objective of the campaign was to improve the connection with its female consumers during the important Hari Raya season for its three brands: @LOrealParisMY, @MaybellineMY and @GarnierMalaysia.
Digital agency, Lion & Lion, worked with the group to launch the ‘rayacantikbergaya’ (beautiful Raya style) campaign, harnessing the immediacy of Twitter to provide a real-time and direct connection with fans.
Lion & Lion and the group worked with top influencers in the beauty and cosmetics field to create beauty video tutorials. The tutorials were shared on www.rayacantikbergaya.com.my and influencers’ own assets.
To amplify the buzz, @RayaCantikGaya was created to provide real-time tips and trends for the Raya season. Promoted Trends, #RayaCantikBergaya, and keyword hashtags helped intensify the conversations.
Promoted Tweets and Promoted Videos boosted engagement around L’Oréal’s competition and live video sessions.
Steps to success
1. Create a campaign targeted to your specific market.
Lion & Lion and L’Oréal understood that the Hari Raya campaign needed to speak directly to Malaysian women.
By using Promoted Video for beauty tutorials by its local influencers, the brand made a strong emotional connection with its target audience of women aged 18 to 35. These rich media videos with autoplay drove engagement through easy viewing.
The campaign encouraged a creative approach to beauty by influencers as well as L’Oréal’s fans, which was an effective soft sell for the brand and way to create beauty buzz for the festive season.
2. Design engaging content relevant to create conversation.
Lion & Lion worked with L’Oreal to create content that was not only relevant to its audience, but also specifically designed to get people talking.
A Twitter contest invited users to send pictures of their ‘Best Raya look’ to @RayaCantikGaya with prizes of beautiful Raya-inspired-clothing and L’Oréal prizes. To ramp up engagement another notch, they used Periscope on Twitter to host a live-feed video chat session with five well-known beauty experts.
Women were invited to ask their beauty-related questions and receive real-time answers on their mobile phones. This was the first major brand Periscope session hosted in Malaysia, and successfully engaged fans; the livechat kicked-off the ‘Best Raya look’ contest with nearly 2,000 resulting contest entries.
3. Use influencers to connect directly with the audience.
Harnessing the influence of its beauty bloggers was a key success factor for the L’Oréal campaign. The brand deliberately didn’t direct how these beauty experts produced their video tutorials.
Instead, it gave them complete creative freedom to share their best Raya beauty secrets with their fans. This contributed to the organic, natural feel of the content with its low-key web-based production values.
The target audience responded well to this more inclusive, intimate approach and the strong use of the hashtag #RayaCantikBergaya organized the conversations around the brand.
The L’Oréal campaign performed beyond expectations. #rayacantikbergaya garnered 1.9 million impressions with an engagement rate of 12.9% — more than two times the industry benchmark. The campaign reached 12.7 million people with 7,613 mentions: four times the mentions and 500 times the engagements of competitor campaigns.
The brand achieved its goal: joining conversations and engaging beauty enthusiasts during the special season. It boosted sales with market share growth spiking by over three times in the cosmetics market and 10 times in the haircare market.
Saki Goh, marketing director, consumer product division, L’Oréal Group, said, “#rayacantikbergaya generated conversation, it was easy to understand and strongly related to the beauty category. It helped consumers show their creativity with our products and the Twitter and Periscope campaign helped generate a sense of community amongst our consumers. As our online buzz strengthened our market share across our three brands improved.”
“With the use of influencers to drive the conversation and Twitter as a direct means for communication, L’Oréal was able to join in the discussion and offer true value for beauty fans, while celebrating beauty enthusiasts and the holidays at the heart of the conversation,” Meredith Wallace, head of social media & engagement, Lion & Lion digital, said.
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