Did it reach the Target Audience?

L'Oreal has a very broad target market of females aged between 20-55 years of age including all genders, cultures and race. This means they need to use platforms that have the capacity to reach wide markets. It is no wonder they decided to use Snapchat and Instagram.

Snapchat Audience Demographic:
  • 70% of users are female.
  • 71% of users are under 34 years of age Omnivore Statistics
Instagram Audience Demographic:
  • 68% of users are female
  • 59% of internet users between 18-29 use Instagram and 33% of internet users between the 30-49 use Instagram Omnicore Statistics

By using a range of traditional and digital media platforms, L'Oreal was able to reach a much larger scale of women. Each element used helped to reinforce the campaign message that they have products for all women, and to embrace your diversity! 

The campaign evoked an emotional response from viewers rather than rational. Consumers wanted to be part of the growing trend of Clay Masks as it seemed every second person was using them. They were able to create a community of women who shared reviews and stories surrounding the products benefits. It allowed for personalisation and interaction amongst its target audience.






References:

Omnicore Statistics 2017
https://www.omnicoreagency.com/snapchat-statistics/

ChiPy, W., Barker, N., Valos, M. and Shimp, T.A., Integrated marketing communicatioons. Ed 4, Cengage Learning, 2015.

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