The Brief

The campaign invited the target audience to interact with the product offerings directly: the rich varieties of L’Oreal Paris Excellence hair coloring shades. The invitation was seeded via the social media of L’Oreal Paris Indonesia’s Brand Ambasssador Dian Sastrowardoyo that led to the campaign website. On the campaign website, more than 150 thousands women interacted with the product offerings and also suggesting directly to Dian Sastrowardoyo through social media which color works best for her.

Creative Execution

A change in hair colour symbolizes a change in a woman's life. This was captured in the Bahasa Indonesia expression of ‘Lembaran Baru.” It has a dual meaning of ‘Turning a new page in life’ and literally means ‘turning a new hairstrand’. On her birthday, our brand ambassador and Indonesia’s biggest celebrity, Dian Sastrowardoyo, announced on her social media pages that she would like to turn a new page in her life and in her look. In one month, more than 150.000 women visited the campaign site to interact with the Excellence crème color palette, trying different look on Dian, and give advice which color works best for her. The crowd-sourced efforts culminated at an event where Dian revealed her new look for her new page in life. As a celebrity who has never changed her look for years, this instantly caught the attention of the nation.

Describe the creative solution to the brief/objective.

The objective was to recruit new, younger (Under 35 year old) users in hair color category. To recruit younger women, the campaign employed social media channels of Facebook and Instagram that led to the campaign website for engagement.

Results

The campaign launched in mid-March. The results from April 2015 showed a three-fold increase in sales of units in Carrefour (supermarket): 168% increase in units sold in April as compared to March. Campaign increased the share of the sales of colors beyond black colour by 10% • Sales of the colour shade ‘Gold’ grew 2X (106%+) in April-Jun 2015 as compared to Jan-Mar 2015 sales (Note: Confidential Company Data) • Sales of other colour shades also increased +10% The ‘Lembaran Baru’ campaign attracted younger women • 84.6% visitors under the age of 34 Within the first month of its launch • 22,668 participants on the microsite • Total page views: 133,051 with 52,966 unique visitors. • Average time spent on the website: 1 minute, 29 seconds • #LembaranBaru on Instagram received 37,859,372 impressions, 1,296,461 reach, and generated 281 posts Total spends: Approximately $20,000 Earned Media value of $561,757 USD