Advertising Case Study

LOral Paris Brasil

Company Background
LOral Paris is the leading global beauty brand, whose philosophy is one of affordable luxury and ageless, multicultural beauty. In Brasil, the brand is known primarily for its hair care and hair color products.

Facebook Executive Summary

Client:

Client:

Objective
LOral Paris Brasil was looking to increase awareness and sales of its other product categories sun care, skin care, and make-up. While developing a new online strategy, the company saw an opportunity to leverage Facebook to build a cross-category brand space and enlarge its online community. The company recognized that its target audience was already present and active on the platform, so Facebook was a natural fit. The goals of the Facebook campaign were to grow the LOral Paris Brasil Facebook Page fan base and engage, interact with and inspire the brands fans and consumers.

Objective: Build a large community of fans and increase cross-category brand awareness Solution: A Facebook campaign using both Facebook Like Ads and Sponsored Stories, all linked to the company Page, which shared exclusive content on all of the brands products Key Lessons: argeting can be refined over T time to achieve increasingly sophisticated goals, such as marketing specific products to the right people C ombining different Facebook products that complement each other, like Facebook Ads and Sponsored Stories, can produce excellent results

Approach
The company worked on the campaign with Riot / Sampa, a digital agency. The campaign aimed to draw fans by granting access to exclusive content (tutorials and celebrities) and promotions in return for liking the LOral Paris Brasil Facebook Page.

We definitely believe that Facebook is a great source of market research and consumer feedback on product advertising campaigns. We can get more than 10,000 consumer opinions very quickly and at almost no cost.
Adrien Koskas, Digital Manager of LOral Paris Brazil

Advertising Case Study

LOral Paris Brasil worked with W McCann Brasil to run Facebook Like Ads targeted to a broad, national audience until they were able to identify LOrals key desired audience based on the initial response to the ads. From there, the company refined the targeting to women over the age of 18 throughout Brasil. As fan numbers grew, LOral Paris Brasil used Facebooks target filtering to exclude people who had already liked the Facebook Page. The company also recently began using keyword and interest targeting to direct ads for specific products to more tightly targeted audiences. In addition to Facebook Ads, LOral Paris Brasil leveraged Sponsored Stories. Sponsored Stories are a Facebook product that allows businesses to increase the visibility of organic News Feed stories related to their business. LOral Paris Brasil began using Sponsored Stories in April 2011 and initially used both Sponsored Page Posts and Sponsored Likes. Both of these products surface a fans action liking the Page or posting on the Page to his or her friends on the Facebook Home Page.

Sponsored Stories initially, but they gave us the best performance. We continue to run them now as a key part of our strategy. LOral Paris Brasil is reaching new audiences on Facebook, specifically younger women. Its a great opportunity to increase brand visibility and to reach new consumers, Adrien Koskas says. We learned that brands can get a great return with low investment.

The Future
Adrien Koskas explains: The results of our efforts are growth of brand visibility and more and more people interacting with the brand and knowing about our products. Now, we make media investments throughout the year to keep growing on Facebook. LOral Paris Brasil has made changes internally to handle and expand this area of activity. It has a dedicated staff member to coordinate the various teams who are involved, and formed a committee, including company directors, to share best online practices. The company is also listening to fans feedback on products and campaigns. Consumer insights are much easier to obtain than before, Adrien says. We definitely believe that Facebook is a great source of market research and consumer feedback on product advertising campaigns. We can get more than 10,000 consumer opinions very quickly and at almost no cost. Moving forward, LOral Paris Brasil is working to measure impact on product sales and implementing marketing that encourages even more engagement and purchase intention.

Results
Over 1 billion people in Brasil have seen the LOral Paris Brasil Facebook Ads since they began running in October 2010 The LOral Paris Brasil Facebook Page now has over 500,000 fans, the most for the LOral brand outside of the US. The ads were a key determinant for the success of the whole campaign, says Adrien Koskas, Digital Manager of LOral Paris Brazil. Facebook Ads were directly responsible for 49 percent of our fans. 259,805 people became fans after seeing the Facebook Ads or Sponsored Stories The Page Like Sponsored Stories were the most successful. They had the best performance with the lowest cost per action, explains Adrien. We were just testing the