After working on several standalone activations, Social Soup was chosen as L’Oréal’s influence partner across a number of its key beauty brands. The task was to develop programs to activate influence and advocacy from L’Oréal’s own customer databases through to managing content partnerships with more than 1,000 high-reaching influencers.
For the ongoing campaign throughout 2018, Social Soup’s strategy was divided into two streams:
Creating meaningful and authentic partnerships was key to unlocking the potential of this campaign. Social Soup connected over 1,000 high reach content creators with L’Oréal Luxe brands – YSL, Lâncome & Kiehl’s – through unique access to new products launches, exclusive events, and brand spokespeople.
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 – some of the content has been shared on the global YSL and Lâncome Instagram accounts.
Products are pulsed out to the beauty influencers throughout the year, creating social buzz around key launches or iconic products and driving traffic to their ecommerce sites and in store.
The Beauty Challenge was developed as a social sampling strategy, designed to take participants on a L'Oréal sampling journey. Social Soup engaged over 24,000 beauty enthusiasts, where each individual was sent L'Oréal samples and products to trial. 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.
The best performers were rewarded by receiving another L'Oréal sample. By including only the best performers to receive follow up samples allowed campaigns to run at a faster pace, and ultimately lead to successfully hitting mentions targets. Across 1H 2018, Social Soup activated 11 social sampling campaigns, developing new strategies over time to improve performance.
The campaign has seen more than 40,000 Influencers engaged, 39,000+ social posts, a reach of over 35 million, 788,000 interactions on social, 29,000 mentions and a 3% Instagram engagement rate exceeding industry benchmarks. We believe this is the largest influencer program in the world.
- Lancôme and YSL Beauty influencer partnerships have seen a consistent increase in positive reviews, engagement rates and desire comments. Influencers are driving conversation, sentiment and social buzz around the Lancôme brand and products and delivering key brand messages in an authentic way reaching an audience of almost 15M and 14M respectively across 1H 2018
- Lancôme went from rank #21 in social in the fragrance category to #1 during the La Vie Est Belle fragrance activation and have maintained a higher social ranking of several places in Total Brand since the start of the partnership
- Kiehl’s have accrued over 15K mentions and 183K social engagements in 1H 2018 helping to achieve #1 social media rank in Skincare