| Title | STEPS TO A RED CARPET GLAM LOOK |
| Brand | L'OREAL PARIS |
| Product / Service | L'OREAL PARIS MAKEUP |
| Category | A07. Best Use of Digital Media |
| Entrant | ZENITHOPTIMEDIA Shanghai, CHINA |
| Entrant Company: | ZENITHOPTIMEDIA Shanghai, CHINA |
| Media Agency: | ZENITHOPTIMEDIA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Angie Ma | L'oreal China | Marketing Director |
| Maggie Chen | L'oreal China | Marketing Manager |
| Sara Zhang | L'oreal China | Digital Manager |
| Rayleigh Feng | Zenithoptimedia | Associate Manager |
| Pete Wong | Zenithoptimedia | Managing Director/Head Of Digitall |
| Mykim Chikli | Zenithoptimedia | Chief Operating Officer |
| Jessica Kendall | Zenithoptimedia | Head Of Digital Strategy |
| Minnie Lu | Zenithoptimedia | Associate Manager |
L'Oreal Paris ranked the No. 1 brand in the share of buzz of Weibo in May with 15.7X growth in the makeup category, compared to figures in April 2012 (SOURCE: CIC iWOM monitoring). Over 69,932 mobile application downloads and 13,692 coupon downloads were achieved. The 4-featured products witnessed outstanding growth in sales +240% foundation, +150% eye liner, +202% mascara and +65% lipstick.
L’Oreal positioned itself as the ULTIMATE authority on getting their ambassadors’ red carpet looks. We built excitement through exclusive L’Oreal celebrity content around 30 celebrity ‘LOOKS’ instead of just celebrity ‘NEWS’. Impactful real-time digital media showcased L’Oreal celebrities at Cannes. The celebrity content was maximized in high reaching portals by using advertorials with glamour visuals. Teaser content on Weibo and social networks extended consumer interaction. Interactive overlay formats that displayed make-up tips based on celebrity looks on China’s leading video site - Youku All media content then directed women to close the deal via the Cannes Mobile App. The App features a virtual trial, exclusive content and advice, as well as direct-to-store mobile coupons to increase conversion to sales. L’Oreal ambassadors at Cannes showcased “the look”. In turn, L’Oreal showed women how to achieve it through an end-to-end digital-focused solution where you can “see, try and buy the look”.
L’Oreal Paris is in the business of selling glamour looks. With 5 L’Oreal Chinese celebrity ambassadors making waves at the Cannes Film Festival - the penultimate in glamour events in Europe, L’Oreal wanted to see how they could leverage the Cannes lifestyle to drive sales its make-up products. Women are bombarded by idealistic celebrity looks, often achieved only by make-up artists – they want to look ‘red carpet’ glamorous, but are unsure of how to pair the right products together to get the look right. Additionally, the category messaging is product-based rather than look-based, which does not offer a full solution to consumers. We brought L’Oreal celebrity’s looks to life in the digital world and inspired consumers to get THE look with a combination of L’Oreal makeup products. This bundle approach sells more products at the same time – maximizing returns.