Turn It Up
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Transcript of Turn It Up
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.
• 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
• “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