B01. Use of Digital Advertising in a Promotional Campaign
Entrant Company
McCANN PARIS, FRANCE
Advertising Agency
McCANN PARIS, FRANCE
Production Company
IMAGE METRICS Las Vegas, USA
Production Company 2
MY STUDIO FACTORY Paris, FRANCE
Credits
Name
Company
Position
Nannette Dufour
Mccann
Chief Client Officer
Cyril Chapuy
L'oréal Paris
Brand President
Caroline Montrichard
Mccann Paris
President
Esohe Omoruyi
L'oréal Paris
Global Director Of Digital
Yann Joffredo
L'oréal Paris
Global Vp Make Up
Alexandra Dupy
Mccann Paris
General Manager
Eva Yean
L'oréal Paris
Avp Global Product
Guive Balooch
L'oréal Paris
Global Vice President Of Digital R/I Incubator
Philippe Santini
Mccann Paris
Digital Coordination Director
Remy Averna
L'oréal Paris
Vp Integrated Marketing Communication
Belaid Moucer
My Studio Factory
Associé Fondateur
Kevin Walker
Image Metrics
Chief Technical Officer
Sylvain Merigeau
Mccann Paris
Creative Director
Jacques Challes
L'oréal
Chief Innovation Officer
Benjamin Foucaud
My Studio Factory
Directeur De Création
Claire Besançon
Mccann Paris
Senior Art Director
Jacques Playe
L'Oréal Paris
CTO of Scientific Tools and Data
Emilie Cristini
L'Oréal Paris
Global Digital Product Manager
Martin Thibaud
My Studio Factory
Chef De Projets
Mike Rogers
Image Metrics
VP of Research
The Brief
SITUATION: There's so much choice, confusion and anxiety involved in buying cosmetics, people
often stay with what they know. But what would happen if we gave people an entirely new way to try
on makeup?
PROBLEM: There are plenty of Makeup apps based on still images but it doesn't help the
consumers to get a real advice, a real simulation.
OPPORTUNITY: With Makeup Genius, L'Oréal offers consumers to try out the products they might
not otherwise have tested or considered, and to buy it directly online
Campaign Success
Makeup Genius targets all existing L'Oréal Paris' consumers and aims to massively recrut new ones. For the first time, the brand is directly connected to its end users. This used to be impossible since the manufacturers had to rely on retailers to interact directly with consumers.
This direct connexion is very valuable and it is a major revolution for fast-moving consumer goods' corporate, technology and marketing
strategies. Thanks to digital/mobile, the brand recreates a content and a relationship with the consumer that it has never happened in the self-service world.
Describe the success of the promotion with both client and consumer including some quantifiable results
- A technological / digital innovation which gives the brand a step ahead of its competitors
- A huge image benefit for L'Oréal Paris being the first to offer such a useful and realistic service to consumers
- Number of countries who adapted the app: 46
- Number of app downloads WorldWide: 14.3+ million
- Cumulated number of looks tried WorldWide: 60+ million
- Cumulated number of products tried WorldWide: 267+ million
In some markets, the objectives of downloads have been reached /exceeded before the paid media campaign ran.
Explain why the method of promotion was most relevant to the product or service
For the first time, the 'manufacturer / product centric' company L'Oréal Paris had to manage the launch of a service as if it was a new product. A massive cultural change... With this campaign, the brand moved into a new territory of marketing service, allocating the same kind of budget as if they were launching a new product or brand.