Effectiveness:


Campaign Effectiveness: SUCCESS

                                       

I can personally say that I was bombarded with this campaign. Every social media platform I had, I saw this campaign advertised on, whether that was a Snapchat filter, a Snapchat Ad, an Instagram Advertisement or Tv Advertisement, as well as famous influencers posting about the product. This prompted me personally to go out and want to buy the product as I was seeing it everywhere. I'd never heard of a clay mask until my social feeds began to be flooded with this product.


As the campaign is still running, there is limited articles on the success on it, however it is clear by the number of hashtags and reposts on instagram that it certainly made a significant impact across social media. The use of snapchat in conjunction with Instagram, Twitter, Pinterest, Facebook and Youtube allowed the campaign to reach over 740 000 people according to the Beauty Giant. They recently disclosed that this snapchat campaign drove over a 51% lift in sales for the Clay Mask. Bitty

An article posted on Net Imperative reveals the following: 
The Pure clay mask campaign for L'Oreal used over 2000 female influencers and inspired them to pamper themselves “claying the day away”, sharing photos, reviews and videos on Snapchat and other social-media platforms. 
With an emphasis on Snapchat, more than 500 “snaps” and stories were created and shared before, during and after the users’ trials of the L’Oreal Pure Clay mask products, using the hashtags #clayyourway and #multimasking. To communicate that a free sample of the product was provided, Agents included the hashtag #gotitfree. 
Overall, the campaign was run across 6 social platforms and generated more than 5,800 pieces of engaging content, reaching more than 741,000 people. This resulted in a 53% increase in social conversations and drove a 51% sales lift for Pure Clay products. The Snapchat activity was a major driver in the sales results. 
Snapchat is one of the fastest growing social platforms, and now the second most used platform after Facebook. It’s a particular favorite of female millennials, an important and hard to reach target for brands. The value for brands is that the quality of the content shared on the platform is excellent. Snapchat users are very creative with their “snaps”, telling stories with their photos, filters, animations and videos. It’s an ideal platform for brands who know how to embrace it. 
“With its tremendous reach and high quality content, Snapchat is a highly effective addition to a brand’s influencer marketing strategy,” says Johanna Jones, Commercial Director of BzzAgent.
“This was a fantastic opportunity for us to test Snapchat to drive consumer advocacy getting real people to snap and share their experiences of the L’Oreal Clay mask product” adds Becky Cutbill from L’Oreal"

You can read the full article here:


L'Oreal has a defined target audience- they have used the most appropriate platforms in order to reach this target market- and the right tools have been implemented to create an effective integrated marketing communications campaign. 

References:
Bitly handmade in NYC, "How snapchat Influencer Marketing drove a 51% increase in sales for L'Oreal" https://bitly.com/blog/snapchat-influencer-marketing/

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