Creating the world’s largest influencer program for L’Oréal
Despite beauty and personal care in Australia being saturated and highly competitive, the industry continues to see new entrants, lured by high margins and resilient growth.
Social Soup were tasked to help L’Oréal Luxe brands Kiehl’s, YSL and Lancôme drive brand loyalty, get cut-through and maintain category leadership through social influence in this challenging environment.
The strategy was divided into two streams of influence: The Beauty Challenge was developed as a social sampling strategy, designed to take beauty enthusiasts on a L’Oréal sampling journey. Participants were encouraged to share photos on their Instagram and mention the brand – either Kiehl’s, Lancôme, YSL or L’Oréal Paris, depending on which sample they received.
Social Soup curated a talent bank of creators, selected for their premium beauty, fashion and lifestyle accounts to create high-quality, authentic content, driving positive sentiment and brand advocacy.
“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.”
One of the most successful influencer partnerships for L’Oréal on a global scale and believed to be one of the largest scale influencer campaign of any category around the world. The partnership delivered a huge reach of over 72 million and 57,000 social engagements driving awareness and trial for core and new products, and brand advocacy. Social share of voice increased across all brands, generating over 50,000 brand mentions on social, lifting brand rankings in total brand and across skincare, makeup and fragrance categories.