Creative Execution

First we jump started excitement with paid media through WeChat’s newsfeed ads – achieving more than 130 million impressions in a single day. We followed this up with an industry first technology execution – delivering a personal voice invitation from L’Oreal’s spokeswoman Fan Bingbing directly to women, inviting them to follow the L’Oreal account on WeChat. On WeChat, all L’Oreal spokespersons posted content as guest hosts. So post-90s women saw updates from celebrities appearing on their moments feeds as if these celebrities were their friends! Women could then interact directly with the spokespersons’ posts making this an intensely personal experience.

For the first time, the Cannes film festival became relevant for post-90s women in China.  Our voice invitation had an unprecedented CTR rate of 13%!  L’Oreal Paris more than doubled their WeChat fan base to over 540,000 fans in just 15 days  And with an historic bounce rate of 4%, the engagement was incredible! Brand metrics went through the roof  L’Oréal’s image as a trendy brand increased +28%  Young brand image improved +42%  All among post-90s makeup users  And finally, e-commerce sales grew a staggering +454% during the Cannes campaign period.

L’Oreal Paris has partnered with the Cannes Film Festival for years, bringing the brand’s ‘Makeup Designer from Paris’ content and looks to women across the world. But in China the Cannes Film Festival is a distant event with poor relevance for post 90s women, who see it as far removed from their day-to-day world. It was clear that L’Oreal Paris would need to change the game if they wanted to excite and engage their most important customers. To do this, L’Oreal partnered with Tencent and China’s largest mobile social networking platform WeChat. We brought the red carpet experience straight to every woman’s smartphone through a personal mobile-centric execution.