Creating the world’s largest influencer program for L’Oréal
L’Oréal wanted to achieve top social ranking through mentions and tasked Social Soup with developing bespoke programs to activate influence and drive advocacy across L’Oréal’s luxury brands, through to managing content partnerships with more than 1,000 high-reaching influencers.
Social Soup targeted over 1,000 high reach content creators, selected for their premium beauty, fashion and lifestyle accounts, and gave them unique access to L’Oréal Luxe brands – YSL, Lâncome & Kiehl’s – through new product launches, exclusive events and brand spokespeople. By connecting the right content creators with L’Oréal, Social Soup curated a bank of authentic, high quality, user-generated content, with some of the content shared on the global brands’ Instagram accounts. Authentic matching between content creators and L’Oréal’s brands drove positive sentiment and deepened advocacy for L’Oréal.
The Beauty Challenge was developed as a social sampling strategy, designed to take over 72,000 beauty enthusiasts on a journey of L’Oréal product trial. Participants were sent L’Oréal samples and encouraged to share photos on their Instagram, mentioning the brand – either Kiehl’s, Lancôme, YSL or L’Oréal Paris, dependent on which sample they received.
The best performers were rewarded by receiving follow up L’Oréal samples to trial, ultimately leading to successfully achieving mentions targets. Across 2018, Social Soup activated over 50 social sampling campaigns for L’Oréal, developing new strategies over time to improve campaign performance and consumer engagement.
“I love the partnership with Lancôme. The products I’ve been sent are nothing but amazing and luxurious. My followers love the content I have been sharing and often private message where to purchase and asking for more information.”
The campaign saw more than 73,000 influencers engaged, 57,000+ social posts, a reach of over 72 million, 788,000+ interactions on social, 51,000+ mentions for L’Oreal and a 2.3% engagement rate. We believe this is the largest influencer program in the world.