L’Oréal has always been a pioneer of personal hair coloring – it’s the brand that invented the first at-home hair dye. L’Oréal Paris turned to Made in to help promote the Casting Creme Gloss, an ammonia-free hair dye that’s easy to use at home.
To generate a maximum of visibility, Made in created a multiplatform, multiphase content strategy.
Ten influencers across Canada first caught their audience’s attention by posting photos on Instagram, then posted a blog article or a Youtube video. They shared their review of the product as well as a tutorial on how to use it. The influencers had been given the mission to give out exclusive advice inspired by L’Oréal Paris experts as well as share what they liked about the product. In order to maximize the content’s visibility, the influencers shared it on Facebook and Twitter, and a contest incited their subscribers to share the content themselves.
This strategy allowed the campaign to reach hundreds of thousands of potential users, and the contents had generated over 140 000 views by the end of the campaign. The content had also been shared hundreds of times on Facebook and Twitter.
Thanks to Made in’s expertise analyzing Youtube search trends, the influencers created and posted content that performed over time. Bebexo’s video, which had a little over 200 000 views at the end of the campaign, now has over 3 million.
