L’Oréal Paris creates real-time engagement with its Women of Worth
Kuala Lumpur, 11 March 2016 – Tapping into new channels of engagement, L’Oréal Paris is the first beauty brand in Malaysia to use ‘Facebook Live Video’, giving fans a sneak peek to its annual Women of Worth (WOW) Campaign. This move helps the brand grow its organic reach by five times.
The WOW Campaign aims to inspire everyday women by showcasing six successful female thought leaders’ journey to the top. Together with its digital agency Lion & Lion, the beauty brand aims to deliver real-time social content, by capturing intimate, behind-the scene moments during the campaign shoot.
“The trend in social this year is creating more real-time content, services such as Meerkat, Periscope and Facebook’s Live Video have created platforms where brands can engage with consumers instantaneously and in a more organic feel. It allows our audience to be a part of the experience, not just experiencing it,” shares Lion & Lion’s Social Media lead for L’Oréal’s brands, Juliana Zainal Aznam, who conceptualised the campaign.
Content for the ‘Facebook Live’ videos are honest and engaging, showcasing the selected WOW Ambassadors, including former Miss World Malaysia winner Thanuja Ananthan and beauty blogger Emily Quak, chatting with L’Oréal Paris’ Facebook fans on everything from their favourite beauty items to advice on building self-confidence.
“Facebook Live Video is the method of choice as we need a way to engage with the existing fans of L’Oréal Paris. These unedited live video sessions help us showcase our Women of Worth in a more relatable manner,” adds Juliana Zainal Aznam.
“Video has become the king of content. Facebook Live Video is our preferred medium because we are able to be raw with fans, create smart and shareable videos and more importantly target the right consumers for L’Oréal Paris. Our Women of Worth became relatable in an instant,” adds Sarah Kajani, Lion & Lion’s Head of Social & Engagement (Malaysia).
“Based on the insights that we received last year, it is clear that we could further improve the emotional connection between the candidates and L’Oréal Paris’ fans. Thus, this year, we make the decision to bring fans closer to the candidates by taking them behind-the-scenes of the video shoot for the WOW Campaign. We hope that through these sneak peeks, fans can relate to the inspiring stories from the candidates”, says Daniel Lim, Head of Marketing for L’Oréal Paris.
The Facebook Live video sessions achieves the highest number of organic video views on the L’Oréal Paris Malaysia Facebook Page, with a 61% jump in organic views and a 38% increase in overall organic reach within 4 hours.
Kicking off last week, L’Oréal Paris’ two-month WOW campaign aims to create a social movement of empowerment among Malaysian Women with a #WOWjourney social contest, encouraging fans to share their success, struggles and draw inspiration from each story shared. Towards the end of the campaign in April, fans can look forward to a ‘Facebook Live’ video session, which will feature a more in depth look into the stories of the selected Women of Worth Ambassadors.