The document discusses several digital marketing case studies conducted by L'Oreal for its brands in different countries. It describes challenges, solutions implemented including digital strategies and activations, and results for campaigns in China, France, Germany, and the UK. The case studies covered social media, video, display advertising and generated awareness, engagement, and sales.

1. Some recent local digital case studies

2. DIGITAL CASE STUDY Biotherm / Liftactiv Retinol HA / China

3. The challenge

4. Our solution Digital strategy Finding where the source of its social media voices are, a campaign was developed to infiltrate those sources so as to engage and create an interactive environment to propagate awareness of the event via word-of- mouth. Digital Activation Thru CIC & iResearch TGI report Yoka OnlyLady Virtual event via: Tudou Forum Activities Editorial / KOL Write-ups Special Editorial Format Tudou’s Own Environment Video Seeding thru: Placement & Contextual Targeting

5. Results Within 2 weeks and at a very limited budget, campaign received over 20,000 replies from our forum activities. The one-day event also garnered a total of over 2.2 million views. Campaign also garnered a very high amount of registration simply just from this one-day event, achieving its lowest cost-per-lead

6. L’Oréal Paris Elsève / Nutri-gloss / France

7. The challenge

8. Our solution Digital strategy Test & learn on the media mix efficacy for a product launch (TV + online video) 3 media scenario in 3 different geo. locations in France (one 100% TV only campaign, one 100% TV + online campaign and one 100% TV campaign and web on top, after TV) to compare sales impact/uplift for each scenario Digital Activation Branded channel + YouTube ad video campaign Visibility on YouTube Home Page Video Display on Google display network to generate traffic to Elseve website and coupon download Performance Marketing Scan Partnership Post test to measure reach and sales

9. Results Connection Engagement Conversion

10. L’Oréal DPL / Xmas Corridor / Europe

11. The challenge Background Brand: Armani / Lancôme / Yves St Laurent Product: Women fragrances Campaign: Christmas 2010 Country: Big 5 Europe (focus on France) Target audience: Women 25-49 y.o. Period: December 22 nd , 2010 (+ teasing from 18 to 21 Dec.) Media channels: TV, Internet Brief objectives: DRIVE awareness to generate in-store traffic before Christmas (Yearly strategic period for fragrances sales) CREATE emotional connection with women consumers to increase brand preference

12. L’Oréal LPD Christmas corridor campaign on YouTube 5 days, 5 countries, 6 brands, 25 Home Pages on YouTube 365 million contacts (+40 million vs. objective) 1,08 million video views in total 1 million visitors on LPD brand channels on YouTube in 5 days 357% viral rate* Research WIP to measure ad impact http://www.youtube.com/watch?v=vgD7uPzNWjk * Nb of viewed videos in total on the period / Nb of paid viewed videos

13. France focus: Wednesday, December 22nd, 2010 A dream of 3 minutes on TF1 TV channel The fragrance for treasured moments Essence of joy Living and Loving in the moment On Wednesday, December 22nd, 2011, « Nikos Aliagas (French TV program presenter) has presented an amazing TV spot called A dream of 3 minutes. After the TF1 evening television news, he announced the film imagined by L’Oréal group, in which were revealed 3 unreleased TV spot versions of Tresor de Lancôme with Penelope Cruz , Parisienne of Yves Saint Laurent with Kate Moss, and Acqua di Gioia of Giorgio Armani with Emily Dinonato. ».

14. L’Oréal Paris Elvital / Color Glanz / Germany

15. The challenge Background Brand: L’Oréal Paris Product: Shampoo Campaign: Elvital Tägliches Pflegespray ’Color Glanz’ Country: Germany Target: 1,750 influent women selected ( 32 y.o. in average) Period: April / May Budget: 44 K€ Case study focus: Word of Mouth campaign “Seeding” Other media activated: TV / Display Brief objectives: Support the new Color Glanz Spray product launch by generating online word-of-mouth Expected results: Number of expected Word of Mouth dialogues: 105,000 17,500 Unique Visitors on project weblog Google page results #1 about the initiative (for 5 relevant keywords)

16. Our solution Strategy Recruit online influencers via a sampling trial campaign and generate online conversations / positive word-of-mouth to enhance product credibility Activation A limited number of women multiplicators / influencers were selected initially (within the Elvital target group) in order to try the new products (leveraging the online community from TRND) These selected influencers were invited to hand out products to friends, colleagues… and make them talking about this new product via any type of communication (face-to-face, social media activities like blogs… with feedbacks collected via questionnaire) 1750 multiplicators Ø age: 32 Female: 100% Receipt of information and products Permanent support during the project Generation of social media conversations

17. Results Connection Engagement Conversion Opinion * NPS value shows the probability that the product will be recommended to friends.

18. Campaign creative executions http://elvital.trnd.com/ Google: visibility of „Elvital Tägl. Pflegespray“ on various search queries Flick‘r: Visibility of +350 pictures on this photo-sharing platform Online social media mentions Blogs SOCIAL MEDIA ACTIVATION The initiative weblog as main online platform More than 26 reports in weblogs and social communities

19. Maybelline / Eraser Foundation / UK

20. The challenge Background Brand: Maybelline Product: Eraser Foundation (cosmetics) Campaign: Eraser Launch – Teaser campaign Country: UK Target audience: Women 30 - 55 Period: 13/12/10 to 16/01/11 Budget: £55,000 (58,764 EUR) Case study focus: Drive awareness of new brand And generate excitement before launch Brief objectives: Generate brand awareness by generating strong interaction rates and fans to the Facebook page

21. Our solution Digital strategy Deliver highly engaging creative across sites indexing well against the target audience, and drive awareness of the Facebook page and competition through homepage poll ads Digital Activation Facebook ad campaign driving traffic to brand video + incentive to share Social Display Display activity using expanable ad formats across female lifestyle content and demo targeted on mail and messenger

22. Results to date – (activity ends on 15 th Jan) 3,229,272 impressions served via Display 3,204,468 impressions served via Facebook Average Interaction rate (expansions & clicks ) - 14.55% Above average @ 8.58% Glam Media best performing site 5,120 engagements on Facebook 1,500 fans to date – majority of which have entered the competition As this is a teaser campaign, we don’t have product reviews yet (in stores from 15 th Jan) Connection Engagement Conversion Opinion

23. Display creative execution Creative expanded and an image of the product was used to reveal the copy below, which encouraged people to go to Facebook and enter the competition This had led to an above average interaction rate of 14% which is double the industry average

24. Homepage ads to drive awareness Facebook execution Competition on customised page to drive interest, generate likes and gather data Further newsfeed communication to fans in the run up to launch to increase brand recall 1,340 fans generated in 1 week – none have tried the product, so this is anticipated to rise sharply when the product hits the stores on the 16th Positive feedback from the audience and competition entrants

25. L’Oréal Paris / Revital / China

26. The challenge

27. Our solution Digital strategy Nation-wide exposure sustaining to maintain SOV with online video ads during CNY to support TV's lack of exposure. (SOHU, YOUKU, TUDOU) Digital Activation Pre-roll ad video campaign Video

28. Results During CNY, online video was more effective than usual in reach 2.9% to 6.3%, online CPR ￥ 0.1 VS. TV CPR ￥ 0.5 And fulfilled its objective in supporting awareness. In 2009, sales drop during CNY period with TV support was 50%. Compared to 2009, 2010 sales drop was lower (34%) with online video support but without TV support. Connection Conversion

29. L’Oréal Paris / Hydrafresh / China

30. The challenge

31. Our solution - Be a king! How does a king present himself? When: The Crucial moment Where: Center square to meet pilgrim How: Powerful influence Impressive impact Grace form the king! Build deepen awareness and engagement with impactful display ads in key media (high traffic and TGI) Concentration of media SOV KOLs sharing for advocacy and trial program to increase product experience and recruit new users.

32. Results Concentrated strategy helped on the max reach: The cost per reach of Sohu & Elle reached a lower level than LRL avg. (Sohu ￥ 0.08 – benchmark ￥ 0.09, Elle ￥ 0.56 – benchmark ￥ 1.76) Impact ads for king image building: Impact ads is more efficient than regular banner (CTR of 1.18%, 6 times of regular banner), esp. in SOHU & ELLE & Pclady Taobao ads encourage the purchase intention: 1st screen banner in Taobao homepage & beauty channel homepage & Taobao IM Today’s Hot got the best click conversion performance (CTR of 0.77%~1.3%) and total hydrafresh category sales increased 30% in Taobao store. Connection Engagement Conversion

33. Display on media Campaign creative executions Soft content on media

34. DIGITAL CASE STUDY L’Oréal Paris / Sublime Mousse / Germany

35. The challenge

36. Our solution Digital Strategy In order to increase awareness of the product and the Facebook campaign, we split media buzz into 70% linked to the branded microsite and 30% linked to Facebook. In the Facebook contest “Become the face of Sublime Mousse” we are mainly interested in gaining high quality contacts and word of mouth effects. Digital Activation Branded Micorsite: www.sublime-mousse.de Contest and interaction on the wall e-Shop co-op: Products for free for a short time E-Mail: Online Newsletter Pre-Test for our AVIPs www Display/ PreRolls/ Special Ad educational videos posts

37. Results 52 M AdImpressions Phase I & II 137,000 visits Microsite: www.sublime-mousse.de 310,892 Visits Sublime Mousse APP 58,000 fans on Facebook Jan – Mid-March (+45%) 73,421 Votes 1,931 participants 1,000 Pre-tester and 90% would recommend it to a friend 25% increase of awareness after Phase I & II Connection Engagement Conversion Opinion

38. Campaign creative executions

39. Key learnings Positive Online Video ads generate highest CTR rates Due to contact class optimization and targeted media delivery we generated an high increase of awareness Negative No possibilities to target on coloration users, so that wastages are high This is display in lower click performance compared to other products Future approach: Partly cover campaign with CPC deals Competition We generates a high buzz for the contest and so a good response s on the facebook profiles (displayed via Fans generated) Compared to the competitor, we have the highest growth on Facebook Fans Source: facebakers.com; german FMCG market; development in last 3 months

40. DIGITAL CASE STUDY L’Oréal Paris / Sublime Mousse / UK

41. The challenge Background Brand: L’Oreal Paris Product: Hair Colourant – Mousse Application Campaign: New Product Launch (first time mousse is available usually it’s shampoo colourants) Country: UK Target audience: Women 25-49 Females Period: Takeovers: 21 st Feb; Display 21 st Feb – 28 th March Facebook:16 th 31 st March Budget: £82,404 (93,473 EUR) Case study focus and Brief Objectives Phase 1: Generate Brand Awareness though Homepage Takeovers Phase 2: Generate Interest through running display in key environments promoting online competition Phase 3: Generate Engagement through Facebook by driving users to a Game application

42. Our solution Digital strategy Generate awareness on high reaching sites through takeovers and follow up activity with display on high indexing sites against our audience. Facebook activity used to engage with the audience. Digital Activation Social Display Homepage Takeovers Facebook Homepage Engagement ads to drive users to the Game hosted on L’Oreal Paris Brand page Display activity using expanable ad formats across female lifestyle content and portal Homepage Takeover on the no1 news site for reaching Women in the UK - Mailonline and one of the most popular fashion/ lifestyle site - Cosmo UK

43. Results 11.3m impressions served via Takeovers 3.5m impressions served across Lifestyle & Portal sites 18m impressions served on Facebook 17% Interaction rate (expansions & clicks ) above average @ 8.58%, Marie-Claire & MSN Lifestyle delivered strong engagement results Media drove 11k users to the Beauty Confidential Website and 1.1k users entered the competition There was no qualitative study in place to measure opinion however, user activity on Facebook increased during campaign Connection Engagement Conversion Opinion

44. Display creative execution Takeovers including site re-skins for higher impact Expandable rich media formats to include further info and encourage user interaction

45. Facebook execution Sublime Mousse Tab on the L’Oreal Paris Facebook Page generated over 11,000 views Sharp Increase in Likes as soon as the Sublime Mousse Campaign goes live Homepage engagament ads to drive users to the Sublime Mousse Facebook Page Sublime Mousse Page promoting the game and the chance to win a weekend in Paris for 2 Game generated hype and encouraged user interaction with l‘Oreal Paris Facebook page

46. DIGITAL CASE STUDY L’Oréal Paris / Rose Universel ‘Pink my life’ / France

47. The challenge

48. Our solution Digital Strategy Create engagement & awareness with the product trial contest and create buzz with a Facebook application targeting young Women Digital Activation CPC Facebook ad campaign driving traffic to the application + incentive to share + CPA with Adkowledge Social Visibility on feminine website & make up content to promote the product trial contest + Recruitment of Cosmopolitan girls to test the product and make a publi-éditorial about it on Cosmo Display / Partnership Personalized e-mail sent to L’Oréal CRM database + message on the Fan page Wall CRM

49. Results Connection Engagement Conversion Opinion C’est le rose à lèvre idéal, il est joli; il tient, je l’adore ! » «

50. Display on feminine website & make up content Campaign creative executions CPC & CPA campaign to promote the Facebook application Facebook Application „Pink my life“ where Facebook user were able to pink their photo, get votes and win products & weekends in Paris

51. Key learnings Positive High engagement especially on the product trial contest The campaign has generated lots of contacts with very little budget Negative L’Oreal gave high restriction to the Facebook contest that discourage internet users: only for women, type of photo required, duration limitation… For the next campaign, we will ask for a more flexible contest to optimize the performances Competition An effective way to address young Women New communication code: modern & educational

52. DIGITAL CASE STUDY L’Oréal Paris / Code Jeunesse / France

53. The challenge Background Brand: L’Oreal Paris Product: Skin Care Campaign: Code Jeunesse Launch Country: France Target audience: Women 35-49 (target in 2011 : 25-49) Period: From January to December 2010 Budget: 3,9 Million € Case study focus: 360° + Partnership Media channels: TV, Print + samples (2,5 Millions) , Display + testing and testimonial Brief objectives A strong media planning to establish the product as a “pilar” of the category’s brand

54. Our solution Strategy Strong presence with a 360°media campaign including Classical Mass mediascampaign to generate strong media performances :TV, Press and Web (+ in store promotions) And To generate credibility and glamour => A media partnership with MARIE CLAIRE magazine Activation 4 TV Campaigns A strong first burst with mix formats The Third burst including TV spot with a MARIE CLAIRE 3 Press Campaigns + Samples Display and testing on Internet Partnership with a media Brand Points of sales : in store stickers and promotion Internet TV Print Media Partnership Point of sales

55. Instore stickers Campaign creative executions Online creatives Online Teasing Print

56. Marie Claire partnership: Web+ Print +TV Tag Marie Claire.fr recruitment, testing and reveal E-mailing sent to 150 000 Marie Claire opt-in : W 35-49 (January 2010) => 200 products sent to be tested 13% of opening rate 41% clic rate

57. Print revelation + sampling TV spot including Marie Claire tag  spot17sec + Tag 3’’ : 06 Sept to 24 Sept Marie Claire partnership: Web+ Print +TV Tag

58. Results vs. objectives Media performance TV : 1 551 Grps 350 Grps/TV burst (vs an average of 330 Grps per TV burst in the anti-ageing market) Average of 80% coverage per TV burst Innovation 360° Partnership with a media Brand generating a TV TAG => a real success as generally Media brand and TV channels are not keen to develop this kind of advertising Dedicated web formats created for Code Jeunesse, never seen before.

59. L’Oréal Paris / Mobile 02/Superdrug / UK

60. The challenge

61. Our solution Digital strategy and tactics Negotiate a 6-month first-to-market mobile test with L’Oréal Paris as the exclusive Beauty partner with O2 telco provider (and Superdrug retailer partner) Send targeted promotional offers to O2 mobile users (every 2 weeks) for any consumer walking nearby a Superdrug store (geo-localized) Digital Activation Geo-targeted SMS text messages sent to women users nearby Superdrug Mobile Women can buy L’Oréal products with proposed promotional offer (couponing code, instant rebate, buy 2 get 1 free…) In store

62. Results Highest potential in terms of women users reached through geo-targeting Volume of messages exceeded the initial expectation of 100,000 in 6 months, with final delivery target of 339,000 SMS pushed Research implemented to look at brand and sales impact 55% of those who recalled receiving pushed SMS increased likelihood to visit Superdrug; of these 43% did visit post receipt 32% of incremental purchases Additional 21% planned to purchase but had not done so yet Discounts had the greatest single impact but influences related to location had impact for 39% Positive industry PR coverage Connection Engagement Conversion Opinion

63. Key learnings Positive Significant mobile reach, even with geo-localization targeting No negative intrusive perception towards promotional SMS push activity Strong and cost-effective in-store driver With high impact in sales and purchase intent, in e-retail partner stores but also in other stores (not participating to the mobile promotion) Negative Discount / Promotion is still the key in-store driver call-to-action (location comes 2 nd ) >> Need for strong call-to-action to drive users in store (product / brand notoriety is not enough): promotion, new / exclusive / limited edition product… Difficulty to track exact direct sales in store (only via post-campaign online questionnaire here) >> Implement tracking mechanic like e-coupon… for more detailed and accurate direct sales reporting

64. THANK YOU!