Digital Campaign planning for L'Oréal

1. Shivani D
104
Astha K
99
Dheeraj L
107
Maitreyi D
117
Niharika B
124
Mohit G
119
Miloni D
109
Ritwika D
133
Ronak S
134
Sushant G
152
Vaibhav Z
162
Group
2
Phoenix

2. 1
About the Agency Goals & Marketing Objectives
2 3
Category Analysis
4
Competitor Analysis
5
About L’oréal
Brand & Consumer
Problem
Insight behind the
Idea
87
Umbrella Idea
6

3. PHOENIX
About the Agency
Phoenix specialises in helping brands reinvent themselves in the minds of consumers.
Phoenix as a given name comes from the mythological bird, said to live for a hugely long time before
dying by fire, and rising from it's own ashes with renewed youth.
The agency was so named to emphasise the fact that it focuses on redevelopment of a brand, and
it's expertise lies in understanding the nuances of the brands life cycle.

4. Goal of the Campaign
To be Innovative and Responsive
To be daring and innovative in the digital space.
To create digital properties and use them as a research tool to gain consumer insights by
talking and listening to fans, and then deliver customized content to them.
Ultimately aimed at increasing sales.
To place the consumer at the centre of all its activities, joining its marketing, customer
relations management, and consumer services together.

5. Marketing Objectives
Pre Launch - Creating awareness about the campaign
During Launch- Generating interest in the minds of the TG
Post Launch - To drive the TG to make a transaction either online or offline

6. Category Analysis
Colour Cosmetics
79%
10%
11%
EYE MAKE UP
Eye Liner/Pencil Eye Shadow Mascara
14%
4%
82%
LIP PRODUCT
Lip Gloss Lip Liner/Pencil Lipstick
Colour cosmetics category registers current value growth of
24% in 2014, to reach INR44.3 billion
With the rising number of working women, the need to look
good was very important, and the use of eye liner, foundation,
blusher and lipstick became a part of the daily make-up ritual.
The primarily growth in the category is by mascara, eye liner/
pencil, blusher and eye shadow, amongst others, which grew
by 28%, 26%, 25% and 24% respectively in current value
terms in 2014.
Total: 6181.7 mn Total: 25262.4 mn
Value-Wise

7. Competitor Analysis
3.3
22.6
5.3
11.1
4.3
0
5
10
15
20
25
L'oreal
Paris
Lakme Revlon Maybelline Colorbar
Brand Share for color cosmetics(in %)
7
26.1
10.4
3.2 4.4
0
5
10
15
20
25
30
Brand Shares of Facial Makeup:% value
Brand Shares of Facia
Makeup:% value
3
34.5
2.4
5.2
6.9
Brand Shares of Eye-makeup: % value
L'oreal Paris
Lakme
Revlon
Maybelline
Colorbar

8. Competitor Analysis
Digital Scenario

9. Competitor Analysis
Digital Scenario

10. About L’Oréal
Brand Mission
Offering Beauty for All
Key Figures
1st cosmetic group worldwilde
22.98 billion euros of sales in 2013
130 countries
28 international brands
77,500 employees
624 patents registered in 2014

11. Brand & Consumer Problem
L'Oréal is
perceived as an
expensive brand
by the TG when
its compared to
other brands in
the segment.
The women that
forms our TG
thinks that lipstick
won’t suit them
and thus are
apprehensive to
use it as a daily
product.
People shy
away from
using make
up.

12. Insight Behind the Idea
Consumer Truth
When it comes to looks, majority of
Indian women apply make up keeping in
mind they want “the simple look”, a look
that justifies the word presentable.
They do not mind adding that little extra
touch and color for special occasions.
This “fancier make up” is reserved only
for special occasions.
Our TG is conscious of over doing make
up, hence they shy away from applying it
or trying new shades and colours
They hold back cause they are extremely
conscious and sensitive of how they may
come across to people around them.
Indian Women are busting all stereotypes
and going places.
They are achieving things that seemed
impossible a few decades back.
They work hard put in that extra strength
to stand out in their respective fields.
BUT

13. Insight Behind the Idea
Consumer Insight
As a brand we want to change this behavior of shying away from make up.
We as a brand understand that whatever you do, you not hold back on
giving it your best.
So don’t shy away from giving yourself that best look, which makes you
stand out.
We want to convey “Don’t be shy” give yourself that extra touch of colour.

14. This campaign “Don’t be shy” revolves around the point of how Indian women don’t
experiment with their looks.
We want them look beyond the mirror that they feel society out there, carrying
around for them.
We want them to break this mental stigma and show them they can pull off any look
they want, be it Matte or Gloss.
Umbrella Idea
#DontBeShy

15. Pre Cannes
(March & April)

16. Underlying aim is to connect Indian youth with the L’Oréal Paris brand.
Microsite – www.Lorealista.com is a focused attempt to create social network
environment.
Tailor L’Oréal’s products around shareability and recommendations from a
bespoke circle of trusted reviewers.
Provide easy access to users’ profile pages, a live feed of reviews and photos,
plus an add button to create wishlists for newly launched and other aspirational
products.
Users can also get suggestions of people to follow based on their make-up
choices and likes, and can upload and merge their Facebook/Twitter/Instagram
contacts.
A Microsite Enable users to :
Look the way they've always wanted
Make great friends and create new relationships
Experience new activities
Earn points for virtual and real-world rewards
Microsite
#DontBeShy

17. Path we would follow to make our TG aware about #DontBeShy is advocacy.
It would be mainly through the brand ambassadors, bloggers, actors who
would discuss their struggles with making up their minds about make up.
They would start a dialogue around not shying away from trying new things
specifically to do with looks
Idea Launch
#DontBeShy

18. Product launch and press conference in a manner that is globally adaptable yet
conducive to growth in the local market
Talk about these products in an in-depth manner ( how they will benefit you,
scientific aspects etc.,). TV commercials however, must be minimalistic and elegant
Launch and communication idea on all platforms must remain constant. The details,
however must be provided to interested stakeholders and bloggers to create a buzz
about the products
Product Communication
Extraordinaire and Gel Intenza
Earned media
Sales conversion
Press coverage
Conversations and buzz around the campaigns of traditional media on social media
KPI’s:

19. The central theme of our campaign revolves around #DontBeShy which essentially
encourages women to shed all their apprehensions and walk the talk.
We now want the women to post about their own versions of #DontBeShy. That could mean
talking to a man they’ve always fancied or wear that bold colour of the jacket they’ve always
shied away from.
We encourage them to venture out of their comfort zone and share it with pictures on
Instagram, Facebook, and Twitter.
We choose the best suited and creative story to feature on our official platform as well as
invite them for a makeover and a photoshoot.
Share your #DontBeShy Story
Earned media
Sales conversion
Press coverage
Conversations and buzz around the campaigns of traditional media on social media
KPI’s:

20. Organize a high tea event for all the prominent social media influencers.
Encourage them to try out our new range of Makeup and blog about the same
Grand unveiling and Cannes launch.
Organize a Red-carpet like ambience for the event
Meet the SM Influencers
Positive response via blogging and traction to these blogs
KPI

21. Create a collection of looks to suit different genres of
customers and their sensibilities alike.
LookBook is a symphony of hairstyles, makeup and
ensemble presented in 5 exquisite themes and 15 distinct
looks for the three Brand Ambassadors.
The thoughtfully crafted collection will include looks that
can be worn on multiple occasions and will be exclusively
available at Salons and Selective counters across India.
The five themes brought alive will be : Vintage, Glam,
Traditional, Sculpt and Natural.
Stylists and Beauty advisors will give customers a chance
to achieve the perfect look.
Look Books
Salons and MT Outlets

22. We plan to install reflective surfaces in metros, airports, bus stops and
washrooms.
So as they step down from a metro or bus, they encounter a mirror-like
reflective surface on a pillar or wall.
The reflective surface would contain the #CannesDoIt which would push the
TG to try the Cannes looks.
The reflective surfaces would carry feel good messages
Washrooms (pre installed mirrors) of malls and airports would also contain a
similar setting.
Installations
Metro Stations and Airports

23. During Cannes
(May)

24. A peek through the looking glass behind the spangles and glamour.
Capture the ambassadors walking the camera-lined stretch to the palais
de festivals.
From pre-party pampering to the red carpet, no moment will go
uncaptured.
The Stars will make few interesting #DontBeShy revelations about
themselves.
Proving that the festival is not all glamour, the ambassadors will share a
couple of photos of themselves doing things outside of their comfort
zone.
Ambassadors will take to tweeting out their experience at the cannes,
allowing their fans a glimpse into their experience.
Follow the Stars
Behind the Scenes

25. Every look worn on the red carpet, especially the ones by the brand ambassadors,
will be put up on the microsite.
Each look will be broken down for the microsite community by giving out details of
the shade, the colour code of the lipstick and the other elements of the makeup.
There will also be a short DIY video on how to replicate the look yourself
Decode the Look

26. This campaign will be run during the launch
period
Data shows significant increase on keywords
during the Cannes Film Festival.
Hence, during the launch, we will be bidding
heavily on these keywords, so that
whenever a user searches for these keywords,
L'Oréal is at the top of the search results.
KPI : CPM, CTR, number of unique clicks
Search Marketing

27. RETARGETING
Target the customer with banner and
display ads on various sites and apps
if the user came on site by clicking
on the bided keywords of the brand
ambassador.
KPI: CTR, CPA
DISPLAY
On the sites, that the TG regular visits,
there will be banner ads that will give
live updates with respect to the brand
ambassadors actions and the look that
they are carrying, to garner more
attention.
KPI: CPM, CTR, CPA
Display & Retargeting

28. Post Cannes
(June & July)

29. The much trending hashtag #tbt or #ThrowbackThursday can be used extensively to our advantage every Thursday.
In this campaign we encourage the customers to post pictures (with the tag #TBTCannes) of the time when they were at
their glamorous best.
These pictures should be of the previous weeks when they rediscovered their penchant for cosmetics and desire to
boost confidence and enhance their beauty.
This will keep the conversation about the Cannes series going and we shall offer them a special feature/mention on our
social media site.
We will also look back to Cannes exclusive moments via our official handle.
Throwback to Cannes
Every Thursday
Shares for #tbt that share their own glam moment
Traffic diversion to the Insta page
Reposts/ retweets/ shares
KPI’s:

30. The idea is to replace a persistent beauty advisor and give the shopper a choice to pick and
experiment with makeup.
These kiosks will be put up in modern trade outlets. They will let you pick a look that the
celebrity was wearing on the red-carpet.
The BA will help you replicate it and the digital kiosk will click a picture and let you share it on
Facebook, twitter and Instagram.
The kiosk will also serve the customer with a variety of other options to design a unique look
for herself, which she can then ask the advisor to replicate with L'Oréal products.
Digital Kiosks at MT Outlets

31. Get what you want..and a little extra!
Choose three iconic products from the
Cannes collection and get a freebie.
Items in a Customer’s microsite wishlist can
be bought at discounted prices in the form
of a ‘Make-A-Wish’ Kit from partner beauty
commerce websites.
E-Commerce Integration and Customised Kit Sales

32. Bigg Boss is has one of the highest TRPs. Season 9 has already
completed 12 episodes.
Bigg Boss show often sees actors come onto the sets for the
promotion of their movies. Then why not brands?
L’Oréal Paris could sponsor a nail bar in the house to create
visibility via product placement on the show.
The show celebrates Diwali with pomp and vigour. L’Oréal Paris
ambassadors to associate with the show for a Diwali special
episode to talk about how the contestants shed their inhibitions.
Also, the contestants dress up for the Diwali special episode using
the L’Oréal Paris products gifted to them in their Diwali Kits.
Reality show Integration
Big Boss

33. Femina Women’s Awards
The awards recognise and honour women
who have been continuously and
selflessly striving to make this world a
better place.
These awards would showcase the
testimonials of women of worth who did
something new or embraced change and
went on to accomplish great things.

34. Leverage Social Media Platforms
Build lasting awareness and tell our brand's story with engaging video, photo and link
advertisements.
Choosing our Audience
Reach audiences who should see our Ads before they have to search for us. Target ads to our
audience by location, age, gender, interests and more.
Boosting Posts to Reach More People
Show our Page posts to more of the people who like our Page and new audiences.
Tracking Customer Actions on our Website
Measure the effectiveness of our ad and see how many people come to our website.
Remarketing to Website Visitors
When people visit our website, we can reach them again and remind them of our business.

35. Budget

36. thank you.