A presentation of the analyzation of the L'Oreal Turn It Up campaign from by public relations students

1. Presented by:
Raquel Bernal
Juliana Mezerewski
Avery Veatch

2. The Product
• Crème Gloss semi-permanent
hair color
• Promote Healthy Look
• Product is more about enhancing
natural hair colors rather than
altering them
• To take the fear out of at-home
hair color
• Comes in 21 different shades
• Lasts for up to 28 days

3. Purpose
• L’Oreal was not getting the
traction they wanted for this
product and wanted to engage
their audience and create
awareness for the product using
Facebook and Pinterest.
• Campaign ran from June 4, 2012 to
around August

4. Purpose
• Promotion revolves
around one of the most
controversial issues in the
female world:
Is hair color one of the features
that defines a personality?

5. • Asked fans questions about how their hair
color represented their personality.
• Wanted to help find the “truth” behind
hair color.

6. Facebook
• 1,534,290 Likes
• 11,766 Talking about this
• 7,000 People use the “Turn it up” App

7. Facebook App
• Choose your hair color
• Find your shade
• Represent your color/share with
your friends
• Product tutorials
• Beauty bloggers discussed what
their color identities mean to
them and documented their hair
color through 28 washes.

9. • Answer a few
quick questions
and they
recommend
shades that are
perfect for
you.
• As well as a $2
off coupon.

10. • Before and After
Gallery
• Invites users to
submit their own
before and after
photos for a
chance to win the
product for a
year.

11. • Show off your
hair color by
creating a
poster, Facebook
cover photo, or
desktop
wallpaper

12. Pinterest
• “Pin it” buttons on Facebook
content allow users to integrate
content with Pinterest boards.
• Create Inspiration
“Turn it up” boards.
• Use Pinterest to refresh the
campaign.

13. http://www.youtube.com/watch?v=6dYd4FpH
SHA

14. Campaign Issues
1. More Pinterest use
2. In store promotions
– Samples
– App promoting

15. Overall
• Great campaign
• Proves brands can use different
social media platforms to
enhance a product
• Didn’t need to blow up consumers
with TV and other ads