L’Oréal

Creating the world’s largest influencer program

An event series that brings to life the story behind the development of new products and reveals their superior performance through interactive demonstrations.

72M+
Unique Reach

51k+
Brand mentions

1.6M+
Social engagements


Objectives

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.

Approach

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.”

Souper @onelifestylemum

The Results

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.

Latest Work

1 1

The rigorous matching of ALDI to influencers brand experience was shared across social media via authentic, quality content created by social influencers with positive sentiment and authenticity at its core.

View
melbourne foodie

Create awareness & relevance of the Sunbites brand and range of ‘better for you’ snacks.

View

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.

View
LEGO

Social Soup identified and engaged with a set of low-affinity parents, gifting them with LEGO for their daughters and tasking them to help spread the word about the creative and social benefits of playing with LEGO.

View

The rigorous matching of ALDI to influencers brand experience was shared across social media via authentic, quality content created by social influencers with positive sentiment and authenticity at its core.

View
Raww case study

The Raww 30 Day Challenge was a record-breaking success, exceeding all campaign KPI’s and achieving 517+ online redemptions in just 2 days!

View

Find out how we can help your
brand create impact with influence.
Work with us