Digital Media Tools - Snapchat Filter and Influencers
L'Oreal's target market is all women aged between 20-55 years of age placing an enormous emphasis on promoting diversity and providing products to all women with all types of skin whilst celebrating individuality. In all previous marketing campaigns, L'oreal have successfully created a brand image of confidence and authenticity, by promoting the slogan 'Because you're worth it"- This campaign for Pure Clay Masks is no different. It celebrates all women with all skin types because they have products to suit everyone.
They are the first global company to use Snapchat on this kind of scale. The campaign across snapchat included a specialised lens promotion filter designed in house, as well as implementing an influencer program meaning over 2000 female influencers posted photos of themselves using the clay masks. Kristen Comings, VP of Integrated consumer communications at L'Oreal Paris reveals "We've been focusing heavily on snapchat as we recognise that this social media platform serves as a tool to engage the millennial audience and is an entirely new storytelling format that is relevant to our wide audience, we chose to launch the filter over the weekend because we know that this is when the bulk of lens usage happens and we want to capitalise on the playfulness of snap chatters" Global Cosmetic News
The snapchat campaign was used in conduction with Instagram, Twitter, Pinterest, Facebook and Youtube whereby over 2000 female influencers were paid to post photos of themselves using the products. Reaching out to key influencers is a clever marketing tool as it is cost effective and allows you to reach a winder market. In order to reach their target market of ALL women and further promote their brand image of confidence and diversity, the 2000 women used were of all different races and cultures. On Instagram, users were encouraged to repost, hashtag, and comment which increased L'Oreal's following, and making the posts go viral. This generated brand awareness and was essentially at no cost to the company!- clever marketing.
The personalised Snapchat Filter- With the current hype surrounding Snapchat filters, it is clear why the brand has chosen this tool. The ability to share your story to your followers with a simple click means it can reach thousands of people. It promotes their brand image and allows the campaign to be fun and playful. As seen in the above image, the filter automatically applied the clay mask to your face, and then you were able to envision what it would look like after it was rinsed off. This really tapped into the psychological side of consumers by allowing them create an image and feeling in their minds of the core benefits of this product.
References:
G, Caldwell, Global Cosmetic News, "Beauty First- L'Oreal" 16-6-17
No author, Tubular Insights, 'What beauty brands can learn from LOreal's successful Influencer marketing Campaignshttp://tubularinsights.com/loreal-influencer-marketing-campaigns/
