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.

Facebook

• 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

Pinterest

•“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