We continuously keep a track of successful digital campaigns carried out in the industry and try to create innovative and creative strategy for our clients that help them grow & multiply.

1. Digital Marketing Strategy
L'Oreal Paris Annual Strategy 2012

2. Stay Rooted’ campaign
Product
L’Oreal Paris India introduced its latest hair fall repair
shampoo ‘L’Oreal Paris Fall Repair 3X’
Task
Fall repair is one year old brand with high potential to
grow versus Pantene and Dove in anti-hair fall category
.The Company wanted to break the clutter and build
strong & build strong consumer relevance
Insight
India is a country driven by emotions where music
resides in every heartbeat. According to recent statistics
83% of Indian Internet users visit YouTube to search for
new music videos. Taking this thought forward L’Oréal
Paris went beyond advertising and towards driving
content.
Agency
The digital campaign has been executed by Foxymoron

3. TARGET AUDIENCE - ONLINE BUYER PERSONAS
Demographics Segments Definition
College going students Young Girls studying in college in the age
group of 18-25 years
Non working women Housewives as well as young non working
women in the age group of 25-38 years
Working Women Women in the age group of 21-58 years and
employed outside home

4. Stay Rooted connects on Facebook
‘Stay Rooted’ has become the flavour of the L’Oreal Paris
India Facebook page.
The promotions commenced with introducing the product
on a brand new cover page around the mid of last month.
Brand Ambassador : The brand ambassador Sonam
Kapoor is seen endorsing the new product too, followed by
the TVC link.
Facebook engagement : Small engagement activities on the
wall invited the 1.8 million strong fan base to share the
special person who kept them rooted in their life,
answer questions based on the TVC and go back in time with
the video to thank that special someone. Besides, the page
has useful updates about the product’s benefits and price.
Lo’real Paris has already started Facebook Hashtags. This is
increasing the page engagement day by day.

5. MUSIC VIDEOS - Striking the musical chords
Continuing with its ‘Stay Rooted’ campaign, L’Oreal Paris launched a music video titled ‘Jad Se Judein’ for
which the brand associated with popular singer Mohit Chauhan.
The ‘Jad Se Judein’ video strongly encourages consumers to take time out to thank and appreciate the people, things,
places, moments from their past that have made them the individuals that they are today.
L'Oreal India's music video titled 'Jad Se Judein' has got 1.8 million views within just two weeks of launch.

6. ‘Stay Rooted’ Campaign
L’Oreal has launched the ‘Stay Rooted’ campaign, where consumers are encouraged to connect with their roots by
taking the time out to thank and appreciate the people, things and places that have influenced them in their past.
For ‘Stay rooted’, the beauty brand has created a film ‘Go back in time’, that features people from different walks of
life thanking that one special person who helps them connect with their roots

7. Stay Rooted connects on Facebook
Along with the promise of surprise incentives, fans have been asked to share a picture of themselves with that
special person and give reasons as to why they would like to thank that person who keeps them rooted.
The best messages from these would be then customised into a cover photo like this
A dedicated Facebook app gives details of the product and the TVC featuring Sonam Kapoor.
Also, it displays a link to the website where a fan can choose to buy the product online as well as through offline
stores.

8. Stay Rooted on Twitter
 L’Oreal Paris India has leveraged Twitter to connect, converse and
spread the word about the new product.
 The brand ran a few contests on the micro-blogging platform
encouraging Twitter users to watch and share the ad video in
return of free gift hampers.
 MadeMeWhoIAm asked users to watch and comment on the ‘Go
back in time’ video. This was also extended with a contest asking
participants to tweet with the hashtag to win goodies. A similar
exercise was also followed with #IWillNotFall and #FallRepair3X.

9. INTRODUCTION OF CASTING
CRÈME GLOSS ON DIGITAL

10. DIGITAL CAMPAIGN FOR CASTING CRÈME GLOSS
The Challenge : 78% of the women on the page said they didn’t colour their hair. 50% of the women thought
colouring their hair damages it
Aim: To bust their myths and get them to SAY YES TO COLOUR
The Strategy : High-octane social media campaigns announcing the introduction of L’Oreal Paris Casting Crème Gloss
in India. The digital Strategy for Casting crème gloss was spread over in 3 phases :
1. The Engagement Phase
2. Join the Movement Phase
3. Interacting with Hair Color Phase
1.The Engagement Phase 2.Join the Movement Phase
3.Interacting with color
phase

11. Maximum viral reach through the cult base fans on the social assets
Amplify the Big Idea as well as the launch of the hair color to create a big enough buzz online
which would spill over offline too.
Cement L'Oréal as a trustworthy brand in the long run encouraging more traffic inflow to the brand’s Digital assets
OBJECTIVES

12. ENGAGEMENT PHASE
PHASE I : ENGAGEMENT PHASE
Busting there myths about hair color
1.The Engagement Phase 2.Join the Movement Phase 3.Interacting with color phase

13. They helped women to pick the
right shade !
MY HAIR COLOUR MY QUIZ !
ENGAGEMENT PHASE
The campaign was kick started through a cult hook – My Hair My Color
Quiz. The audience were on the lookout for anything exciting involving
their hair personality as a window to express their desire to try a hair
color.
The activity served to lay the platform to start the “promotional material
seeding’.
The activity was run on Facebook and encouraged over 40,000 quiz
taken on the Facebook app setting the tone of the campaign.
The attributes of this product were effectively used for a sophisticated
Facebook campaign to create interesting rich-media creatives, applications
and quizzes to help users choose the right hair colour for their hair type
and overall preferences.
They also ran various Facebook Ads targeting the right demographic for
this new L’Oreal product.
1.The Engagement Phase 2.Join the Movement Phase 3.Interacting with color phase

14. CAST MY GIRLS CONTEST
To create traction for its premium hair color Casting Creme Gloss, offline
sales were integrated with an app on Facebook which required the user
to fill in a unique code found on the pack.
The user could then upload an image with her two best friends to get a
shot at starring in an ad with Sonam Kapoor.
The two way street between offline and online led to a 45% upsurge in
sales in a tough year
The application allowed users to spread Indirect Word of Mouth
ENGAGEMENT PHASE
1.The Engagement Phase 2.Join the Movement Phase 3.Interacting with color phase

15. TWITTER CAMPAIGN
Incorporated trending catchy Twitter hashtags to the involving of brand ambassador Sonam Kapoor in the overall
Twitter campaign, they made sure that as many people as possible were creatively made aware of the introduction
of this exciting new product in India.
#livechatwithsonam
For people who were still skeptical about coloring their hair. L'Oréal created a hash tag campaign LIVE CHAT WITH
SONAM KAPOOR
RESULT : It reached an audience of 2.2 million
1.The Engagement Phase 2.Join the Movement Phase 3.Interacting with color phase

16. PHASE II : JOIN THE MOVEMENT PHASE
They got 43791+ women to pledge “YES TO COLOUR’
Miss Malini famous fashion Blogger created at home
color tutorial video
PHASE II : JOIN THE MOVEMENT PHASE
1.The Engagement Phase 2.Join the Movement Phase 3.Interacting with color phase

17. PHASE III : INTERCATING WITH HAIR COLOUR PHASE
They got 800+ women to add color to their greys
Introduced the 3 glossy black shades through Facebook posts
1.The Engagement Phase 2.Join the Movement Phase 3.Interacting with color phase

18. TRIGGE
R:
Online
Retail Site,
Social
Media Re-
marketing
(Occasion
or Event to
attend,
curiosity
to try new
better
products)
Feedbacks and
testimonials
by others
(website &
SM)
Selecting
Online
Retailer
Need
Fulfilled
Information
Search on
online retail
and blogs
Talk to
Friends
Loyalty,
Discount
s
PoP
Display
at retail
Purchas
e
PATH TO PURCAHSE

19. Evaluation of the current online presence of L'Oréal Paris
L’Oréal’s Facebook Strategy
1. Different Marketing Strategies & Facebook pages for each country
If you search for L’Oréal Paris on Facebook, you will have the option to chose between different pages: USA, France,
Brazil, Pakistan, Germany, etc. The company’s marketing strategy changes according to the country, which applies to
Social Media Marketing as well: Italy is very social, but Germany is the opposite, for example.
2. Guide your Customers before & after their Purchase
The company uses Facebook and other Social Media platforms to get the customers’ attention: You can be in a
store and then search for a product and watch a how-to video on your phone and that can increase your purchase
intent. We’re not looking at the product-centric strategy which we used to at L’Oréal. They also use these platforms
to follow-up with their customers after a purchase, via L'Oreal's Facebook pages, Twitter accounts, YouTube
channel, etc.
3. Create Content that stimulates Social Conversation
Creating the right content that will engage your audience is a must. Women love to talk about what lipstick they’re
wearing, what lipstick was Sonam wearing from the Cannes. Beauty is always part of the social conversation. Women
are always interested in what other women are wearing, doing, beauty tips. L’Oréal interacts with its fans on Facebook
by asking questions, giving out beauty tips, launching contests and encouraging fans to share their stories. The
brand often simply asks the audience to ‘Like’, ‘Comment’ or ‘Share’ posts as well as vote for their
favourite celeb look.

20. CONCLUSION
Important Takeaways :
The launch trended in multiple cities all around India on all the Digital Platforms (Facebook, Twitter, YouTube) providing :
1. Rich product information
2. Customer review and tips
3. Editorial content and advice
4. Social engagement and to way dialogue
5. Broadest selection
6. Convenient and fast check out
7. Price comparisons and special deals
8. Convenience of anything, anytime, anywhere access

21. COMPARISION WITH COMPETITORS
LAKME
• Lakme India made girls relish their loved one
through the “Colours of Love” contest on
Facebook, a Valentine’s Day special.
• Recently, Lakme has launched a series of you
tube tutorial ads for educating consumers
about the usage of the 5 new shades of
Lakme eyeconic kajal.
REVLON
Cosmetic brand Revlon has used a Twitter video to launch the
new product from Revlon: ColorStay Ultimate Suede Lipstick
range. The brand has used Twitter's Vine platform for
launching the campaign. Vine is a video platform launched by
Twitter which has brief videos (six seconds or less) as tweets.
The brand also created a virtual "Fashion Show" called the
Ultimate Suede Show on Facebook. Here, the brand revealed
the product to its 550,000+ fans on the platform

22. Thank you !