CPD Raya

We worked with the L’Oréal Group to create a connection with female fans of L’Oréal Paris, Maybelline and Garnier during Hari Raya.

 

Challenge

L’Oréal group was preparing for one of the biggest festive seasons of the  year – Ramadan and Eid al-Fitr (or locally known as Hari Raya Aidilfitri). As with many other festive seasons, the digital space was cluttered with Hari Raya campaigns. So how do you engage fans and boost sales during the festive season for not one, but three beauty brands: @LOrealParisMY, @MaybellineMY and @GarnierMalaysia?

Approach

We needed an influencer strategy that delivered content at the right time to a highly engaged audience. To do so, we invited local influencers to join the campaign, and introduced different ways to have a complete look for Hari Raya through a series of beauty video tutorials.

A Raya Cantik Bergaya campaign portal was created to host these videos, and we gave it a boost through media buy to drive more traffic and awareness. To further amplify the buzz, the @RayaCantikGaya Periscope account was created to provide real-time tips and trends for the Raya season – making L’Oréal the first Malaysian brand to be live on Periscope. We then used Promoted Trends on Twitter to promote the hashtag #RayaCantikBergaya which helped intensify the conversation.


Results

The campaign gained more than 7,600 mentions, 190k reach and 245k engagements at an impressive 13% engagement rate. We also received a clear sales uplift. and ultimately, Raya Cantik Bergaya was awarded Silver in the non-food FMCG category by APPIES, while its case study is covered by various media.

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