Challenge.

L’Oréal’s long-standing relationship with Melbourne Fashion Festival had been brilliant for brand awareness. But they wanted to do more. Their digital team asked us to build relationships with fashion show visitors that were more than just skin deep.

Approach.

To make sure L’Oréal’s customers could feel the love, we rolled out the red carpet and treated them to an experience they wouldn’t forget: VIP access to Melbourne Fashion Festival. Through our digital content hub, we invited them to access all the behind-the-scenes gossip, exclusive make-up workshops and all the celebrity videos they could handle – and more!

To amplify the buzz, all the content was tuned to be highly sharable. We also engaged high-profile fashion bloggers to connect L’Oréal with fashionistas around the world.

Results.

Sales of L’Oréal products rose 9% during the campaign. Women spent an average of 16 minutes engaging with the campaign. We attracted 34,000 new fans to L’Oréal’s Facebook page. The campaign generated 128,000 video views, content was shared 27,000 times and it made 2 million media impressions.

“From start to finish, REBORN blew us away. The whole team were a joy to work with and the quality of the campaign really does speak for itself.”
Natalie Motta-Reeves, Digital Manager, L’Oréal Paris