Today, the Imaginarium Agency has chosen the example of L’Oréal Mobile Marketing Campaign on SnapChat.
The Campaign in few words
In June 2016, l’Oréal launched a campaign on Snapchat. The goal was that the users upload or take selfies on their Snapchat account. With a L’Oréal filter, they were able to see themselves with the new make-up of the brand.
The filter put make-up on users’s faces with eyeliner, mascara, blush and lip stick. Then, the L’Oréal logo poped up with a heart.
Analysis of the campaign
This campaign lasted only 24 hours and the purpose was to promote the new Infallible Silkissime eyeliner.
Snapchat is more and more used by brands in their communications. Indeed, SnapChat is a photography and instant messaging app. Brands can easily customize their own Snapchat’s filter.
Moreover, Snapchat is a good way to engage the millennial audience who love this social media app. As Kristen Comings (VP of integrated consumer communications at L’Oréal Paris) said, this is also a new storytelling format.
She also explained why L’Oréal had chosen to launch it during the weekend :
“We chose to launch it over the weekend because we know that the weekend is when the bulk of lens usage happens, and we want to capitalize on the playfulness of Snapchatters.”
The collaboration between L’Oréal and Snapchat
It is important to notice that in June 2016, L’Oréal was the first cosmetics brand to sponsored a Snapchat filter. L’Oréal and Snapchat collaborated together to create this filter. It is unusual for brands to do that. Generally, brands like L’Oréal works with advertising agencies to create this type of campaign.
According to the website Retaildetail.eu, the price of this mobile marketing campaign was estimated between 450,000 and 750,000 dollars.
Finally, it is important to say that the French beauty brand already used SnapChat to promote its cosmetics. In 2016, L’Oréal had shown the behind-the-scenes preparation of Topmodel Karlie Kloss for the Cannes Film Festival.
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The Imaginarium Agency