Digital Strategy for Loreal

1. Submitted by
Group No. 1
Digital marketing strategy for Loreal, focusing on advertising, PR and media planning.

2. Brief Interpretation
• Client Brief: reinforce the parent brand
L’Oreal through consumer engagement on a
digital platform
Our Interpretation
• L’Oreal users are brand loyal, but they
switch to other brands when their needs
change
• Low awareness and interaction with the
basket of products in the brand portfolio
• TG
:
Women
aged
22-40
years
with
the

3. Digital Strategy
• To bring about consumer engagement with
L’Oreal’s brand portfolio by communicating the
basket, creating recall for all the products
and conversing with the TG
• Lead Medium: Company Web Portal and Mobile
• Support Mediums:
– YouTube
– Social Media (Facebook, Twitter, Blogs)
– Google Maps for Mobile App
• Digital Innovation Platform

4. The Brand Strategy
Communicate
Recall
Converse
„ Mainline Advertising
„ Digital PR (Owned
Media leading to
Earned Media)
„ Digital PR (Owned
Media leading to
Earned Media)
„ Mobile Application
„ Mobile Application
„ Digital Innovation
Platform
„ Avatars of Alia ‟
score sharing
„ Digital PR (Owned
Media)
„ Position Loreal as a
“wholesome” hair
solution
„ Avatars of Alia
„ DIY book crowd
sourcing
CONSUMER
ENGAGEMEN
T

5. Week Wise Strategy Roll Out
MOBILE APP
AVATARS OF ALIA – MOBILE GAME
MOBILE APP - CARPOOL
TWITTER CONTEST (RAKHI)
CONTEST : L’OREAL DAY :
DIGITAL
STRATEGY
PR STRATEGY
INNOVATIVE
STRATEGY
L’OREAL LOCKS – Brand Book
DIGITAL REFLECTIVE SURFACE
DIGITAL BEAUTY SALON
SUPPORT MEDIUMS :
1. Customized adserving
2. Banner ads,
3. Stop-motion
YouTube ads
4. Interstitials on
fashion websites

6. Communicate

7. Launch of Brand Book
L’Oreal LocksOwned Media
L’Oreal’s Big ebook on Do-ItYourself Hair
Solutions with
L’Oreal’s product
• The book to be launched on Amazon as an e-book.
basket
Content to be:
•Shareable: Amazon & Social Media
•Searchable: Indexed as per Occasion, Hair-Type and
Fashion
• Promoted through owned media channels:
website, celebrity endorsement via Twitter and
hair bloggers
• It
will
contain
white-papers
by

8. Mainline Advertising
•
teaser ad to be launched as a pause-motion.
• Any song broadcasting on the television, which
showcases long hair of the actress, is paused
for two seconds and the hair are circled with
the mention of “Loreal Solutions”.

9. “L’Oreal Ladies” microsite on the
India web-page
• The “Avatars of Alia” gaming application
• Options to dress up Alia’s hair using L’Oreal
products (brand awareness)
• Higher levels include games on matching
revolving L’Oreal products with the solution
(brand recall)
• Level-wins unlock exclusive visit to the
nearest L’Oreal’s makeover-machine (brand
engagement)
• “Digital Beauty Salon” ‟ an animated character
Alia will play beauty consultant for visitors by
suggesting L’Oreal products for their hair

10. Recall

11. Facebook Milestone Contest
Milestone
Owned Media
Winners on
leading to
Facebook for
Earned Media
“women who
• L’Oreal to pick winners among women whoit”
are worth hit
“Like” on Facebook page
•Anticipation will drive women back to the page
•
• Winners to experience “a L’Oreal day”
•Experiences to be uploaded on Facebook and
website and showcased in digital screens in L’Oreal
offline properties (salons and stores)
• Share content with winners to upload on their

12. Mobile APP 1 : Cleaner air for
healthier hair!
Insight :
• A)Women are skeptical to travel alone.
• B) Women do not like spending chunks of money
on travel.
Therefore, travel safely and smartly!
The Why :
• Loreal intends to stay true to its inherent core
value of offering solution to women problems.
This time we do not just want to do it
superficially, but genuinely address an
important issue, hence telling them that we
actually care !

13. 2 Spaces
available
Dwarka to
Gurgaon Cyber
Green
8:00 am
One space
available
IGI to Gurgaon
Cyber Green
GOOGLE MAP DEPICTING THE JOURNEY FROM DWARKA TO GURGAON

14. The
MOBILE APP FLOWCHART
Downloa
d and
Installati
on
The user
clicks
the most
convenie
nt option
Enter
Name, Co
ntact &
Location
Details
The app
notifies the
user with
the nearest
options(
Google map
opens)
L’Oreal
Page
opens
displayin
g
Terms
and
Condition
s
Enter Car
details
Any Specific
needs(extra
boot
space,etc)
Congratulatory SMS
is sent notifying her
with pickup details
and stating the
difference they made
to the environment
and money
Do you
own a
car?
yes
No

15. The idea
This is an app for women only which works
online,where they put in information about :
• Their city
• Ownership of car or requirement for travel
• Location from and to along with time
preferences.
• This then would automatically filter options in
terms of contact and then price will be
automatically decided in terms of kilometers .
• Each time they use this service statistical facts
would be sent to them along with a
congratulatory message stating the difference
they made- Environment and monetary.

16. Digital Innovation Platform
• The L’Oreal Woman has a lot
on her plate. It is time to let
her appreciate herself
• A Digitized Reflective Surface
to be installed in ladies
powder-rooms of fine-dining
restaurants
and
luxury
hotels
(three
star
and
above)
• An instant virtual-makeover
machine with inbuilt sensors
to detect presence and
showcase different looks

17. Converse

18. Raksha Bandhan Special
Twitter Hashtag
Contest to
celebrate the
sister who is
the “basket of
• Tweet about your relationship with your sister
solutions”
Owned Media
leading to
Earned Media
• Hit “Follow” on L’Oreal’s handle to find out how you can
bring a smile on your sister’s face this Raksha Bandhan
• Tweet about your sister’s qualities that match L’Oreal
products. E.g. straight hair shampoo ‟ a straightforward
sister, hair masque ‟ a protective sister
• Winners (participants from among its followers) will
get Rakhi Special basket of L’Oreal goodies

19. L’Oreal Client Organization
APP IDEA

20. You go girl…
• An app that provides instant day to day tips on beautiful living
– in terms of make up, hair care, personal care, diet
tips, nutrition.
• Input details of self like skin type, hair type, city of
residence, lifestyle choices, profession, age etc to make most
of the app and get instant tips on a daily basis.
• Live Beautiful through You Go Girl…

21. Thank You