L'Oreal sees 20pc sales increase by blending social and selfies
The Love my Color campaign is encouraging women to share words and thoughts on how their hair color makes them feel and is transforming consumer-generated content into branded promotions on social media. Through a mobile-optimized campaign Web site and platform, users are uploading selfies and adding branded imaging to be shared on social platforms.
"We believe that the increase in product sales can be attributed to the authenticity of the #LoveMyColor campaign, as we have encouraged women to celebrate all of the colors that make them who they are, whether they may be the color of her skin, or her hair color," said Michelle Ryan, senior vice president of marketing of the multi-cultural beauty division at L'Oreal. "Positioning color in such a beautiful way is both inspiring and motivating.
"Social media is valued heavily for the #LoveMyColor campaign, as we have leveraged it as a platform for celebrating our consumers and for showcasing all the ways that Dark and Lovely can help her transform her looks," she said. "In doing so, we have seen an outstanding number of social shares utilizing our program?s hashtag, and we have also been inspired by all of the ways that our social community members have demonstrated their unique personalities via our #LoveMyColor frames."
Mobile and social
Users can go to lovemycolor.com on their mobile devices, where they can enter a word that they feel like represents their hair color. The generator creates a customized branded version of the selfie including the sentence ?my color is?? written across the top of the photo and the word or phrase entered by the user along the bottom.
The images also include the hashtags #lovemycolor and #wearedarkandlovely to represent the campaign and brand. For example, one woman?s selfie showed off her bright red hair with the phrase ?rule-breaking.?
The site then prompts users to share the images on social media. Social media users are also sharing personal stories online of instances that had made them feel powerful.
The brand quickly saw an increase in sales by 20 percent.
Empowering mobile moments
Similarly, Procter & Gamble?s Always brand shared a mobile video campaign that called for emoji keyboards to include more powerful icons of women rather than embracing gender stereotypes, reflecting the significant role the messaging symbols play in young consumers' lives (see more).
Plus-sized women's apparel retailer Lane Bryant rolled out a new social media campaign to celebrate equality for all body types, and leveraged a photo application to stand out amongst the abundance of empowerment messaging (see more).
"It is important to understand how you intended audiences consumes content," said Gina Delio, founder and chief creative officer at TAG Creative, the developer behind the campaign. "When we began development of the #lovemycolor creative we knew sharing on social media was a strong driver for the Dark and Lovely consumer.
"#Lovemycolor at its core was created as a platform to celebrate a woman's love of her color," she said. "We wanted to make something that she felt honest and authentic to women, and after seeing what was happening on the blogs and online we knew that this was an opportunity to let women own their love for themselves.
"Working with a partner like Dark and Lovely made the whole process so easy. With their deep understanding of their consumer we were able to collaborate seamlessly to develop this campaign that is resonating with Woman."
