L'Oréal Profissionnel selected the best Portuguese blogger's for a blogger's battle. The readers of the blogs like Pipoca mais Doce, Stylista – Maria Guedes, Carmo Avant Chanel, Style it Up, Stilleto Effect and Pure Lovers, sent their pictures to be chosen for a change of look. Each blogger chose an adventurous reader to make it a total transformation. The bloggers, with the direct help of professionals, chose a new haircut, color and makeup. At the end of the whole transformation, photographs were exposed on the Facebook page of L'Oréal Profissionnel, Portugal

2. Client
L’ORÉAL PROFESSIONNEL
PORTUGAL
Service
SOCIAL MEDIA
Target
Men and Women in Portugal
Objectives
Increase Brand Awareness and Reputation
Period
17 a 24 de October, 2011

3. http://www.facebook.com/lorealprofessionnelportugal

4. WHAT IS A FASHION BLOGGERS…?
“A Fashion Blogger is someone who covers many things such as
specific items of clothing and accessories, trends in various apparel
markets (haute couture, prêt-à-porter, etc.), celebrity fashion choices
and street fashion trends.”
@ Wikipedia

5. PORTUGAL FASHION BLOGGERS ACTIVITY
50 Fashion Blogs
70.000 Visits/Day
+25% Visits in 2010 vs. 2009
@
Marktest
Site Jornal Noticias
(top-medium newspaper)
21.000 Visits/Day

6. LETS MAKE A VIRAL MARKETING CAMPAIGN…

7. THE 4 B.B MAIN GOALS
• Reinforce LP as a Fashion & Trend brand
• Expand the number of people in contact with the brand activity (Special
focus on Young tribe)
• Gain the consideration of very influence Opinion Makers & present them DIA
• Increase the number of Facebook Fans

8. BLOGGERS SELECTION…?
Visits/Day
Style
it
Up 2.000
Carmo
Avant
Chanel 3.000
Stylista 5.000
Pure
Lovers 6.000
The
Stiletto
Effect 7.000
A
Picoca
mais
Doce 25.000
Total 48.000
• Young people that love Fashion & Beauty
• Respected & Independent Opinion Makers
• With succeeded Professional lives
@
SiteMeter

9. THE BEGINNING…
The 6 Candidates arrived into LP Lisbon
Academy
The Makeover was proposed by the Bloggers
in collaboration with Carlos Gago (LP
Portugal Ambassador) who advised on the
best hairstyle for each candidate.

10. … & AFTER 1 DAY OF WORK AND CRIATIVITY

11. CANDIDATES MAKEOVER IS READY…

12. CANDIDATES MAKEOVER IS READY…

13. IS TIME TO GO ONLINE…
Specific TAB @
L’Oréal Professionnel
Facebook
1.
(fangate)
2.
(contest)

14. VOTE THE LOOKS…
Where fans can:
• Know more about the transformation process
• See the Before/After images
• Vote the look that they like the most
Contest
Blogger profile
Final results

15. CREATE TRAFFIC THROUGH BLOGGERS SITES…
Completely for
FREE…

16. A DIA MOMENT…
Opportunity to present DIA to
Bloggers & Candidates
All the transformations made
with DIA Light or Richesse.

17. RESULTS & ROI

18. RESULTS PER BLOGGER
Blog Clicks Votos
A
pipoca
mais
doce 3.508 3.140
Stylista 895 890
Carmo
Avant
Chanel 187 1.212
Stilleto
Effect 183 1.375
Style
it
up 133 453
Pure
Lovers 240 1.890
5.146 8.960
Different targeted links for measuring statics for each blogger.

19. NEW FRIEND PER DAY @ FACEBOOK LP
3601
4019
1986
758
425 353 412 258
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Dia
1 Dia
2 Dia
3 Dia
4 Dia
5 Dia
6 Dia
7 Dia
8
Fãs
novos
por
dia
Dia
17
(20h) Dia
24
(20h) ∆
12.135 23.862 11.727

20. TIME
LINE
Invite
Bloggers
1st
Teaser
@
LP
Facebook
Bloggers
Ba:le
Facebook
Fans:
Date:
17/10
24/10
7/10
1/10
+13.000
New
Facebook
Fans,
in
7
Days
9.000
10.000
11.000
24.000

21. Frederico Carvalho
Creative & Social Media Director
frederico.carvalho@elogia.net
José Magro
CEO
jose.magro@elogia.net
Patrícia Nunes
Client Service Director
patricia.nunes@elogia.net
CONTACTOS :
www.elogia.netAv. A.A.Aguiar, 5 – 5o.d, Lisboa
Frederico Carvalho
Creative & Social Media Director
frederico.carvalho@elogia.net
Nuno Lourenço
Project Manager
nuno.lourenco@elogia.net
SOCIAL
MEDIA
PORTUGAL