Turn it up campaign
-
Upload
raquelmbernal -
Category
Lifestyle
-
view
414 -
download
4
Transcript of Turn it up campaign
Presented by:
Raquel BernalJuliana Mezerewski Avery Veatch
The Product
• Crème Gloss semi-permanenthair color
• Promote Healthy Look• Product is more about enhancing natural
hair colors rather than altering them• To take the fear out of at-home hair color• Comes in 21 different shades• Lasts for up to 28 days
Purpose
• L’Oreal was not getting the traction they wanted for this product and wanted to engage their audience and create awareness for the product using Facebook and Pinterest.
• Campaign ran from June 4, 2012 to around August
Purpose
•Promotion revolvesaround one of the most controversial issues in thefemale world:
Is hair color one of the features that defines a personality?
• Asked fans questions about how their hair color represented their personality.
• Wanted to help find the “truth” behind hair color.
• 1,534,290 Likes
• 11,766 Talking about this
• 7,000 People use the “Turn it up” App
Facebook App
• Choose your hair color• Find your shade• Represent your color/share with your
friends• Product tutorials• Beauty bloggers discussed what their
color identities mean to them and documented their hair color through 28 washes.
• Answer a few quick questions and they recommend shades that are perfect for you.
• As well as a $2 off coupon.
• Before and After Gallery
• Invites users to submit their own before and after photos for a chance to win the product for a year.
• Show off your hair color by creating a poster, Facebook cover photo, or desktop wallpaper
•“Pin it” buttons on Facebook content allow users to integrate content with Pinterest boards.
•Create Inspiration“Turn it up” boards.
•Use Pinterest to refresh the campaign.
http://www.youtube.com/watch?v=6dYd4FpHSHA
Results
Campaign Issues1. More Pinterest use
2. In store promotions– Samples– App promoting
Overall• Great campaign• Proves brands can use different social
media platforms to enhance a product• Didn’t need to blow up consumers with
TV and other ads