L'Oreal Mexico is increasing its use of online video marketing. It operates video channels for brands like Maybelline and Garnier that include TV commercials as well as digital-only content. L'Oreal aims to drive engagement through these videos by encouraging social sharing on platforms like Facebook, YouTube, Google+, and Twitter. A goal is to create video tutorials demonstrating product use that consumers can then share while showing their own looks. Approximately 20% of L'Oreal Mexico's online ad views currently come from mobile devices.

1. Marketing in Mexico: L'Oréal Grows
Video Program
AN INTERVIEW WITH:
Jimena Sainz
Corporate Digital Manager, L’Oréal Mexico
February 26, 2013
Jimena Sainz manages digital marketing and online video for L’Oréal
Mexico. She spoke with eMarketer’s Tobi Elkin about L’Oréal’s efforts
at spreading online video content via social media channels.
eMarketer: How is L’Oréal using online video?
Jimena Sainz: We have video channels for the main brands—
Maybelline, Garnier and L’Oréal Paris. We also have channels to
support our smaller brands. We use a lot of TV commercials on our
online video channels, but we are now trying to generate digital video
exclusively for the internet and not just replicate what we do on TV.
Sometimes we have a lot of content that we haven’t used in our TV
commercials, so we use it online. We’re also trying to create some
original video content. We have a lot of video content and are trying
to take advantage of it this year, since it’s showing good results.
“We are looking for vendors to give us good
prices that guarantee us that the target is
watching the whole video and getting more
engaged with our content.”
In the past, we didn’t invest a lot in video campaigns even though
Mexico is among the top countries in terms of video consumption on
the internet. But this year, we plan to do a lot more.
For Maybelline, we’re making videos using our spokesperson. We are
looking for vendors to give us good prices that guarantee us that the

2. target is watching the whole video and getting more engaged with our
content.
eMarketer: What kind of social media hooks do you want to build into
video campaigns?
Sainz: We are looking at growing our communities on Facebook. In
Mexico, the main social media is Facebook. But we’re also looking to
gain more subscribers to our YouTube channels and for more
participation in terms of sharing opinions about the products on the
videos. We also want people to share the videos. We are trying to link
them with Google+ and Twitter.
For example, we have created some hangouts for Maybelline on
Google+ and they’ve worked pretty well. We have a lot of views and
subscribers on our G+ from these hangouts. They are working.
eMarketer: How would you describe your business objectives in using
online video?
“We are trying to develop tutorials where a
spokesperson shows consumers how to use the
product.”
Sainz: Our main objectives are to create awareness and engagement
with our brands. Some people don’t know that we have all the
products that we have.
eMarketer: What social media tactics are you using in conjunction
with digital video content?
Sainz: We are trying to develop tutorials where a spokesperson
shows consumers how to use the product and then consumers can
show how they follow the steps and create their look. These tutorials
will be shareable.
eMarketer: Do you have an estimate on the percentage of your ads
and content that are being viewed on mobile devices?
Sainz: I think about 20% of our ads this year are viewed through
some type of mobile device. But that doesn’t extend to all of the
brands because some of our websites aren’t mobile-enabled.
Interview conducted by Tobi Elkin on February 26, 2013.
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