Introduction


               

INTRODUCTION TO THE CAMPAIGN




                                     




In this campaign, L'Oreal endeavours to swop traditional advertising methods with more innovative Digital Media tools in order to reach a larger scale of women around the world. This allowed their target audience of females aged between 20-55 to be active participants in the campaign. The main feature of the campaign was the snapchat filter which allowed their audience to envision the product on their faces meaning they felt more connected to the brand. This feature was also accompanied further by endorsing influencers on Instagram and promoting hashtags, as well as a 15 second tv advertisements, snapchat and Instagram paid ads and flyers and emails regularly given out.

There is a very high chance that you have seen some form of promotional material recently to do with L'Oreal Pure clay masks. I know that I was flooded with this campaign. Personally I had never heard of a clay mask, and now it is the new fad among women my age. This target market are the most active users across instagram, Facebook and snapchat, thus it makes sense that L'Oreal have chosen to spend their campaign money targeting these platforms.

They covered the following areas:

  • Advertising (paid TV advertisements, and instagram Ads)
  • Digital Marketing Communications (Snapchat)
  • Marketing Public Relations (influencers on Instagram and hashtags)
  • Sponsorship (Endorsing Beauty bloggers to promote the product)
  • Personal Selling & Sales Promotion (trials and samples handed out)
  • Direct Marketing (emails sent out, flyers)
These methods combined portray L'Oreal as a brand with clarity and consistency in their messages. They are able to generate an ongoing brand message whilst increasing consumer awareness around the product. All essential parts of Integrated Marketing Communications.





References:

ChiIy, W., Barker, N., Valos, M. and Shimp, T.A., Integrated marketing communications. Ed 4, Cengage Learning, 2015.Belch & Belch. Adver&sing & Promo&on. Ed 9, McGraw Hill, 2010.

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