BRAND:
L'Oreal Paris Viet Nam
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
1/3/2023 - 31/3/2023
CREDITS:
Starcom Media Agency, Tiktok
CASE STUDY VIDEO
STRATEGY
L'Oréal Vietnam's revamped marketing strategy aims to address the evolving and complex skincare landscape, fostering trust and simplicity while leveraging the power of entertainment and impact. Recognizing the consumer's need for reliable information amidst "fake/complicated" news and skincare technology, L'Oréal embraces the role of science as the core of skincare products. By challenging the notion that skincare is complicated, the brand shifts from a traditional learning approach to an entertaining one leveraging livestream commerce.
Key elements of the strategy include:
1. partnering with trusted sources such as beauty gurus and dermatologists, employing a young and relatable language for simplicity,
2. utilizing the TikTok Shop platform for an entertaining and seamless consumer journey, and
3. offering a comprehensive series of videos to support demonstrate everyday skincare routines.
With this approach, L'Oréal aims to provide Vietnamese consumers with the best skincare experience while addressing their desire for trust, simplicity, impact, and entertainment.
INSIGHT
[INSIGHT CHALLENGE] IN VIETNAM CONSUMERS ASPECT, THE ROLE OF SKINCARE IS BECOMING MORE CRITICAL & COMPLICATED BECAUSE OF “FAKE/COMPLICATED” NEWS & SKINCARE TECH.
Consumer still feel confusing & lost to find the fit skincare solution. Mass consumers are expected to approach skincare with “Trust” & “Simplicity” & “impact” & “entertainment” method rather than “academic skincare approach”. Challenge is to simplify Skincare language & building trust on skincare community.
Bullseye TA:
There were 2 main types of potential skincare consumers that L’Oreal aimed to recruit:
• Massive regular consumers who just entered the skincare world, followed exactly what KOLs say & had no patience to learn academically
• Skincare savvy consumers who understanded basic routine and still wanted to level up, always looked for neutral & trustworthy information
for the keybet of campaign, L'Oréal Paris has identify the methodology to deliver all ambitions via "Content & Format".
- Diversify type of content from Derma, before and after, tutorial test,..
- Diversify Size from Vertical to square to horizontal to fit with Mobile/PC/Smart TV
- Diversify Format & Objective from reach/ short video to conversion/long video.
CREATIVE IDEA
L’Oreal Paris has introduced the campaign “SAY YES TO HA SERUM”.
Hyaluronic Acid is a safe and gentle ingredient for all skin types so that it can perform different functions, not only moisturizer.
It’s a YES to all skin types,
YES to all skincare routines
and YES to all seasons
We bring it to life in 2 approaches:
TURN HA SERUM FROM AN ‘INGREDIENT-BASED’ SERUM TO MULTI-FUNCTION SERUM
To break the barrier of seasonal usage, we change the way to communicate, focusing on “What’s in it for me?” rather than just “What is HA?”
Depend on each context, HA can be a moisturizer, an quick fix serum for bad skin days, a base serum to boost other active ingredients and a perfect primer serum for dewy make-up.
Especially with new HA Eye Serum, the double serum regime offers even better efficacy for all skincare routines.
MAKE SCIENCE VISIBLE & UNDERSTANDABLE FOR EVERYONE
By introducing The first science-lab in real life, weaving retail experience with lab-inspired display and especially a hackathon livestream with 600+ real experiments.
CONNECTION PLAN
PHASE 1. MASSIVELY REINFORCE AWARENESS OF HA #1 POSITION WORLDWIDE AND BUILD UP DIVERSE USE CASES
We launched our hero TVC and its cuts across digital channels (Facebook, Youtube and Tiktok). The assets were a mix of long and short forms, master iTVCs and dynamic cuts, contextually targeted at different consumers’ skin needs.
PHASE 2. INSPIRE THE SCIENCE BEHIND FROM REAL SCIENCE EVENT TO RETAIL EXPERIENCE
L’Oreal Paris has launched the first ever Hyaluronic Lab – the real space that simulates our scientific lab where we:
● Inspire 100 skin experts and 6,000 audience to experience the science behind our products through real experiments and product testing
● Enable content creators to broadcast instantly with On-Spot Live Hub
The science impression also took over retail experience via various POSM displays throughout all touchpoints with shoppers at store.
PHASE 3. CONVINCE TO CONVERT
BY DIVERSIFIED PORTFOLIO OF KOL: Not only dermatologists, top to low tiers beauty KOL, KOC but also streamers, E-Selling Opinion Leaders (ESOL) - the new generation of E-selling KOLs
BY DIVERSIFIED CONTENT: Mixing Education, entertainment and commerce, with the brand DNA of accessible luxury
BY DIVERSIFIED FORMAT:
● We use social videos to give detailed and authentic look into the ingredients and its usage
Especially, L’Oreal Paris introduced the 1st ever Non-stop livestream marathon with 1200 hours of Tiktok livestream from 300 KOLs, and relentless livestream hackathon on Shopee & Lazada
Mobile was the center of this campaign with 80% media budget & 20% Smart TV. Reach and high frequency were key to build awareness, while massive scale of KOL KOC contents with multiple formats throughout consumers’ path-to-purchase were the heart of campaign to drive sales
- When women entertain:
Blasting burst: we apply Masthead in 2 big occasions (1 week of launching campaign & Super brand day weeks on Shopee) combining with Awareness Pro (Maximize Reach & View with the same budget ratio) to generate >80% reach on in-target audience. And then, contextually targeting at different scenarios of consumers' skin needs:
-Bumper with multiple asset to leverage AI of Google to deliver the message to relevant audience
- Contextual targeting by
+ target on YouTube line-up to tap in to savvy consumer
+ Keywords targeting to tap in to the competitor, plumping, anti-aging, moisturizing
objective of this face is high Frequency to ensure users can get all message of powerful product
-The wave of HA was strengthened with influencers sharing a closer look on product ingredient, efficacy and experimenting the science behind.
- When women move:
The hero assets and visuals are displayed massively on OOH channels (digital LCD & billboard) to reinforce what they saw on mobile:
- Digital OOH: utilize Power of data management platform on digital, HA campaign has corss targeted online consumers at offline touchpoint via Digital OOH device with programmatic technology.
- Traditional OOH: 10 Screens take over at strategic locations & 400 official buildings for Digital LCD & Digital Posters
- When women shop offline:
L’Oreal brings the scientific lab to the ground to help consumers experience the product and understand its efficacy by themselves, and spread out by various in-store POSM with lab-inspired designs.
- When women shop online:
L’Oreal Paris introduced the 1st ever Non-stop livestream marathon on Tiktok and E-commerce to convince consumers in real time and turn to sales immediately
OBJECTIVE-BASE KPI
That leads to the low market share of HA Serum on the online market.
• Successfully attracted 300 qualified livestream sessions
• Accumulating a total of 700 exclusive livestream hours, indicating high engagement.
• Expanding our inventory to Unlock Key Opinion Customers (KOCs) and Multi-Channel Networks (MCNs), with twice the inventory growth Month on Month
• Achieving a 1.5 times increase in TikTok paid media return on ad spend (ROAS) and scale uplift.
• Brand Lift survey revealed a significant uplift of 9 points in brand perception.
