Bloggers Battle | Elogia - Portugal | SMO 2011

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L'Oréal Profissionnel selected the best Portuguese blogger's for a blogger's battle. The readers of the blogs like Pipoca mais Doce, Stylista – Maria Guedes, Carmo Avant Chanel, Style it Up, Stilleto Effect and Pure Lovers, sent their pictures to be chosen for a change of look.

Each blogger chose an adventurous reader to make it a total transformation. The bloggers, with the direct help of professionals, chose a new haircut, color and makeup.

At the end of the whole transformation, photographs were exposed on the Facebook page of L'Oréal Profissionnel, Portugal

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Bloggers Battle | Elogia - Portugal | SMO 2011

  1. 1. Client L’ORÉAL PROFESSIONNEL PORTUGAL Service SOCIAL MEDIA Target Men and Women in Portugal Objectives Increase Brand Awareness and Reputation Period 17 a 24 de October, 2011
  2. 2. http://www.facebook.com/lorealprofessionnelportugal
  3. 3. WHAT IS A FASHION BLOGGERS…? “A Fashion Blogger is someone who covers many things such as specific items of clothing and accessories, trends in various apparel markets (haute couture, prêt-à-porter, etc.), celebrity fashion choices and street fashion trends.” @ Wikipedia
  4. 4. PORTUGAL FASHION BLOGGERS ACTIVITY 50 Fashion Blogs 70.000 Visits/Day +25% Visits in 2010 vs. 2009 @  Marktest   Site Jornal Noticias (top-medium newspaper) 21.000 Visits/Day
  5. 5. LETS MAKE A VIRAL MARKETING CAMPAIGN…
  6. 6. THE 4 B.B MAIN GOALS • Reinforce LP as a Fashion & Trend brand • Expand the number of people in contact with the brand activity (Special focus on Young tribe) • Gain the consideration of very influence Opinion Makers & present them DIA • Increase the number of Facebook Fans
  7. 7. BLOGGERS SELECTION…? Visits/Day Style  it  Up 2.000                       Carmo  Avant  Chanel 3.000                       Stylista 5.000                       Pure  Lovers 6.000                       The  Stiletto  Effect 7.000                       A  Picoca  mais  Doce 25.000                 Total 48.000                 • Young people that love Fashion & Beauty • Respected & Independent Opinion Makers • With succeeded Professional lives @  SiteMeter  
  8. 8. THE BEGINNING… The 6 Candidates arrived into LP Lisbon Academy The Makeover was proposed by the Bloggers in collaboration with Carlos Gago (LP Portugal Ambassador) who advised on the best hairstyle for each candidate.
  9. 9. … & AFTER 1 DAY OF WORK AND CRIATIVITY
  10. 10. CANDIDATES MAKEOVER IS READY…
  11. 11. CANDIDATES MAKEOVER IS READY…
  12. 12. IS TIME TO GO ONLINE… Specific TAB @ L’Oréal Professionnel Facebook 1. (fangate) 2. (contest)
  13. 13. VOTE THE LOOKS… Where fans can: • Know more about the transformation process • See the Before/After images • Vote the look that they like the most Contest Blogger profile Final results
  14. 14. CREATE TRAFFIC THROUGH BLOGGERS SITES… Completely for FREE…
  15. 15. A DIA MOMENT… Opportunity to present DIA to Bloggers & Candidates All the transformations made with DIA Light or Richesse.
  16. 16. RESULTS & ROI
  17. 17. RESULTS PER BLOGGER Blog Clicks Votos A  pipoca  mais  doce 3.508 3.140 Stylista 895 890 Carmo  Avant  Chanel 187 1.212 Stilleto  Effect 183 1.375 Style  it  up 133 453 Pure  Lovers 240 1.890 5.146 8.960 Different targeted links for measuring statics for each blogger.
  18. 18. NEW FRIEND PER DAY @ FACEBOOK LP 3601 4019 1986 758 425 353 412 258 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Dia  1 Dia  2 Dia  3 Dia  4 Dia  5 Dia  6 Dia  7 Dia  8 Fãs  novos  por  dia Dia  17  (20h) Dia  24  (20h) ∆ 12.135 23.862 11.727
  19. 19. TIME  LINE   Invite  Bloggers   1st  Teaser     @  LP   Facebook   Bloggers  Ba:le   Facebook  Fans:   Date:   17/10   24/10  7/10  1/10   +13.000  New  Facebook  Fans,  in  7  Days   9.000   10.000   11.000   24.000  
  20. 20. Frederico Carvalho Creative & Social Media Director frederico.carvalho@elogia.net José Magro CEO jose.magro@elogia.net Patrícia Nunes Client Service Director patricia.nunes@elogia.net CONTACTOS : www.elogia.netAv. A.A.Aguiar, 5 – 5o.d, Lisboa Frederico Carvalho Creative & Social Media Director frederico.carvalho@elogia.net Nuno Lourenço Project Manager nuno.lourenco@elogia.net SOCIAL  MEDIA  PORTUGAL  

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