CASE STUDY: How L’Oreal Paris achieved brand lift in Malaysia

Background

The company launched a digital campaign to drive consumers to retail outlets that sell L’Oreal’s haircare products. Its social advertising focused on promoting the fact that the products would see no price change after the implementation of the country's new GST (goods and services tax).

L’Oreal wanted to accurately target customers to increase brand awareness and to automate social advertising campaigns in order to allow more time for optimisation. But with multiple brands and categories, the scope and size could be time-consuming, and its tight deadline meant efficiency was vital.

Execution

By reusing and updating the libraries of its most profitable and influential audiences, Lion & Lion developed a media-buying plan and segment of consumers most likely to take up the special offer.

Kenshoo’s marketing software allowed the company to segment its most relevant customers and deploy lookalike targeting to audiences most likely to convert. Creating a wide variety of audience groups helped to test audiences before finding the ones that drove the lowest cost per engagement.

Kenshoo was able to improve workflow efficiency and eliminate repetitive tasks by creating and scheduling automated optimisation rules and bulk actions on Facebook. These time-saving solutions allowed the agency to quickly scale campaigns and enabled it to focus on more strategic tasks. Kenshoo’s measurement tools ensured quick monitoring and adjustment to achieve cost-effective goals.

Results

The engagement results saw clickthrough rates increase by 118 per cent. The team also achieved a 90 per cent reduction in cost-per-engagement, a 20 per cent reduction in cost-per-video engagement and an 80 per cent reduction in cost per thousand impressions.

In store, L’Oréal Paris saw sales grow three times faster than the overall haircare market and 10 times faster than competitors. The year-on-year comparison revealed that despite the market declining, L’Oreal Paris managed to grow, outpacing competitors by eight times.

You may also like:

• L'Oréal pulls off illusion of V-shaped face for Chinese girls
• L'Oréal’s Stephanie Bell to join Diageo in global role
• Fan Bingbing embarrasses L'Oréal with illogical Weibo post