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L'Oreal Paris
First in Russia reality-show about makeup - "Makeupers" with L'Oreal Paris

RAN IN: Russia

CLIENT
L'Oreal CJSC

AGENCY
Zenith Russia *Lead Agency


Friday *Lead Agency


SUMMARY

L’Oreal Paris had two key challenges: change perception with youth and create buzz around brand.  Makeup is one of the main component in beauty routine. They like experiments, look for inspiration from everywhere, but needed information was available in internet only. We partnered with Pyatnitsa and created 1st reality show on TV – “Makeupers”.  Integration was seamless and natural, brand shone through in all aspects of the show:  Only L’Oreal Paris products >100 unique make-up looks Brand ambassadors took leading roles in the program “Makeupers” exceeded dabble-digit growth of: Proximity Intention to buy Recommendations References and brand discussions on the Internet

CASE VIDEO


Audience: Young girls and women from 16-34, who consider makeup the main component of their daily beauty routine. They follow the trends (affinity 135*) and like to experiment and try new brands (affinity 135*); they actively seek inspiration from brands and opinion leaders; love to learn the “secrets” of professionals to create their own unique looks. Our audience spends their free time online and watches TV, particularly 2x2, STS Love, Disney, Friday! And Karusel (graph. 2)**.* Mediascope M’Index 1H 2017, W 16-35** Mediascope, TV Index 2017, W 16-35

Objectives: Our goal is to to change the brands perception with our young audience. We needed to shift the following brand health KPIs:To increase brand proximity;To increase recommendation intent and purchase intentTo create a hype around a brand: increase a brand mentions in digitalWe tested performance against these KPIs for both the viewing audience and a control group that hadn’t seen the project. There was internal research that was held during the show and 1,5 months after it.

Type: B2C

Language: English, Russian