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 Issues

1. 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