A quick methodology, presented to Big Picture 2021 participants, in order to tackle a brief and make your team deliver the best approach.

1. Big Picture 2021
Methodology survival kit
APRIL 2021

2. 2
A sprint around 2 outcomes:
The best possible approach & the best
execution for L’Oréal team.
1. A short pitch, the conclusion of a huge 2.
amount of work.
2. A film, expressing your approach.
Jury is going to be here not to validate this
workload but to be truly convinced.
In other words: you sell a story.
FOREWORDS

3. 3
01. Process.
180

4. 4
Fine-tune it, make sure it’s
flawless, undoubtful, clear.
As per any good story, a need to make sure you
know the key phases of your pitch in a flawless
manner.
Make sure it’s not a one-man show, but a team’s
outcome.
Rehearse, repeat, repeat again. Make it strong.
Repeat
your
storyline.

5. 5
How it’s going to work.
What we’re entering.
The ROI part.
CONTEXT ANALYSIS
Making magic
using logic.
The only “absolutely” rational
phase. A need to stretch the
facts, trends, “truths” in every
single part of your pitch.
STAKES
What you make of the context
analysis. The most important
part, the connector with your
approach.
DIRECTION
Whether it’s creative
direction or tech. direction,
the illustration / look & feel
of your approach.
180
BELIEFS
What you are going to focus
on and why.
STRATEGIC APPROACH
A strategy should be no
more than 5 to 6 words,
maximum. If it’s more: it’s
not a strategy.
PHASING, KPIs
x
x
x
x

6. 6
How it’s going to work.
What we’re entering.
The ROI part.
CONTEXT ANALYSIS
Making magic
using logic.
The only “absolutely” rational
phase. A need to stretch the
facts, trends, “truths” in every
single part of your pitch.
STAKES
What you make of the context
analysis. The most important
part, the connector with your
approach.
DIRECTION
Whether it’s creative
direction or tech. direction,
the illustration / look & feel
of your approach.
180
BELIEFS
What you are going to focus
on and why.
STRATEGIC APPROACH
A strategy should be no
more than 5 to 6 words,
maximum. If it’s more: it’s
not a strategy.
PHASING, KPIs

7. 7
This: A truth, a fact, an unbeatable information
Then: What you make of it for the brief
That: The strategic outcome of you make
180
A tool to test-run
your ideas.

8. 8
This: People match their hair color with their outfit
Then: The first hair range as a fashion accessory
That: Denim hair by L’Oréal
180
A tool to test-run
your ideas. Denim Hair.

9. 9
180

10. 10
This: Gamers stream while they play; a few styling
element appears, including keypads.
Then: How about turning keypads into fashion
accessories?
That: Pokemon custom keycaps
180
A tool to test-run
your ideas. Custom
Keycaps.

11. 11
180

12. 12
02. Quick Wins.
180

13. 13
02. PERSONAS’ PROFILING & DIGITAL
SPOTTING
03. INTERVIEWS
Narrow-down
your thinking.
01. SEARCH ENGINES & DATA
TRENDS
180
MACRO MICRO

14. 01. Search
Engines &
Data Trends.
180
Open accounts to Google Adwords, get
access to Facebook Audience, chase for
platform-based insights platforms and
search engines.
YOU ARE HERE TO KNOW WHAT YOU
PREVIOUSLY DID NOT KNOW.

15. 02. Personas’
Profiling &
Digital
Spotting.
180
Deep dive into platforms.
Be curious and understand the way it
works.
USE THE WORDS OF THE USERS,
QUOTES, REAL STORIES.

16. 03. Interviews.
180
Chase what you’re looking for.
Not finding is also a finding.
A 15-min chat with the right person is
sometimes better than 4h behind back-
office work.
Connect worldwide: what’s true in Paris
is very wrong in another city.
SUBSTANTIATE YOUR POINT-OF-VIEW.

17. 17
180
Be real.
Be people-centric.
Prove what you say
Bring us in the YES chain

18. 18
180
02. MATCH 04. TRANSACT
Use Platform-business
models (Launchworks)
01. ATTRACT 03. CONNECT 0. OPTIMISE

19. 01. ATTRACT.
180
What will you make earn attention from
relevant users/people?
What are the tricks which will make you
emerge?
IT IS NOT NATURAL FOR USERS TO BE
INTERRUPTED. YOU NEED TO
DESERVE IT.

20. 02. MATCH.
180
How will create the most valuable bond
between the brand and the user?
IT IS NOT NATURAL FOR USERS TO BE
INTERRUPTED. YOU NEED TO
DESERVE IT.

21. 03. CONNECT.
180
The elements you will exchange
implicitly or explicitly. They are made to
improve trust and the quality of the
experience.
THINK ABOUT THE ELEMENTS, THE
CURRENCIES WHICH OCCUR IN VIDEO-
GAMES.

22. 04. TRANSACT.
180
What and how you will buy “it”.
TRANSACTION PHASE IS OFTEN
UNDER-RATED, WHEREAS IT IS
SOMETIMES A KEY MOMENTUM TO
CAPTURE ATTENTION.

23. 05. OPTIMIZE & GROW.
180
Growing with a community is key: phase
it, in the long-term.
A COMMUNITY GROWS AT A CERTAIN
PACE. ALL RECOS / IDEAS SHOULD
HAVE A CLEAR APPROACH TO GROW
HAND-IN-HAND WITH THE PEOPLE.

24. 24
180
Be systemic.
Forecast in a sincere way.
Stick to your pitch.
Always go back to the value proposal.

25. 25
The value proposal of your idea is not always
explicit.
Tension created by a game is often created in
the player's head. (Tim Whirledge)
Persuasive design matters as much as the
idea itself.
Generating return on a digital property is one
of the winning part of a great idea.