Submitted by

Group No. 1

Digital marketing strategy for Loreal, focusing on advertising, PR and media planning.

Brief Interpretation• Client Brief: reinforce the parent brand L’Oreal

through consumer engagement on a digital platform

Our Interpretation• L’Oreal users are brand loyal, but they switch to

other brands when their needs change

• Low awareness and interaction with the basket of products in the brand portfolio

• TG : Women aged 22-40 years with the purchasing intent and capacity

Digital Strategy• To bring about consumer engagement with L’Oreal’s

brand portfolio by communicating the basket, creating recall for all the products and conversing with the TG

• Lead Medium: Company Web Portal and Mobile

• Support Mediums:– YouTube– Social Media (Facebook, Twitter, Blogs)– Google Maps for Mobile App

• Digital Innovation Platform

The Brand Strategy

Communicate• Mainline

Advertising• Digital PR

(Owned Media)

• Position Loreal as a “wholesome” hair solution

• Avatars of Alia

Recall• Digital PR

(Owned Media leading to Earned Media)

• Mobile Application

• Digital Innovation Platform

Converse• Digital PR

(Owned Media leading to Earned Media)

• Mobile Application

• Avatars of Alia – score sharing

• DIY book crowd sourcing

CONSUMER

ENGAGEMENT

SUPPORT MEDIUMS :1. Customized ad-

serving2. Banner ads, 3. Stop-motion

YouTube ads4. Interstitials on

fashion websites

AVATARS OF ALIA – MOBILE GAME

DIGITAL REFLECTIVE SURFACE

L’OREAL LOCKS – Brand Book

DIGITAL BEAUTY SALON

CONTEST : L’OREAL DAY :

TWITTER CONTEST (RAKHI)MOBILE APP - CARPOOL

MOBILE APP

DIGITAL STRATEGY

PR STRATEGY

INNOVATIVE STRATEGY

Week Wise Strategy Roll Out

Communicate

Launch of Brand Book

L’Oreal Locks- L’Oreal’s Big e-book on Do-It-

Yourself Hair Solutions with

L’Oreal’s product basket

Owned Media

• The book to be launched on Amazon as an e-book. Content to be:•Shareable: Amazon & Social Media•Searchable: Indexed as per Occasion, Hair-Type and Fashion• Promoted through owned media channels: website, celebrity endorsement via Twitter and hair bloggers• It will contain white-papers by Keratinologists, also crowd sourced for hair-care and hair style tips • Purpose of communicating L’Oreal’s basket solved

Mainline Advertising

• teaser ad to be launched as a pause-motion.

• Any song broadcasting on the television, which showcases long hair of the actress, is paused for two seconds and the hair are circled with the mention of “Loreal Solutions”.

“L’Oreal Ladies” microsite on the India web-page

• The “Avatars of Alia” gaming application• Options to dress up Alia’s hair using L’Oreal

products (brand awareness)• Higher levels include games on matching

revolving L’Oreal products with the solution (brand recall)

• Level-wins unlock exclusive visit to the nearest L’Oreal’s makeover-machine (brand engagement)

• “Digital Beauty Salon” – an animated character Alia will play beauty consultant for visitors by suggesting L’Oreal products for their hair problems

Recall

Owned Media leading to

Earned Media

Milestone Winners on

Facebook for “women who are

worth it”• L’Oreal to pick winners among women who hit “Like” on Facebook page

•Anticipation will drive women back to the page• • Winners to experience “a L’Oreal day”

•Experiences to be uploaded on Facebook and website and showcased in digital screens in L’Oreal offline properties (salons and stores)

• Share content with winners to upload on their social media profiles

• Purpose of recalling L’Oreal’s basket solved

Facebook Milestone Contest

Mobile APP 1 : Cleaner air for healthier hair!

Insight : • A)Women are skeptical to travel alone.• B) Women do not like spending chunks of money

on travel.Therefore, travel safely and smartly!

The Why :• Loreal intends to stay true to its inherent core

value of offering solution to women problems. This time we do not just want to do it superficially, but genuinely address an important issue, hence telling them that we actually care !

One space available

IGI to Gurgaon Cyber Green

2 Spaces available

Dwarka to Gurgaon Cyber

Green8:00 am

GOOGLE MAP DEPICTING THE JOURNEY FROM DWARKA TO GURGAON

Download and

Installation

Enter Name, Contact

& Location Details

The L’Oreal Page opens

displayingTerms and Condition

s

The app notifies the user with

the nearest options( Goo

gle map opens)

The user clicks the

most convenient option

Congratulatory SMS is sent notifying her with

pickup details and stating the difference

they made to the environment and

money

Do you own a car?

Enter Car details

yes

NoAny Specific needs(extra

boot space,etc)

MOBILE APP FLOWCHART

The idea This is an app for women only which works online,where they put in

information about :• Their city• Ownership of car or requirement for travel• Location from and to along with time preferences.• This then would automatically filter options in terms of contact and

then price will be automatically decided in terms of kilometers .• Each time they use this service statistical facts would be sent to

them along with a congratulatory message stating the difference they made- Environment and monetary.

Digital Innovation Platform• The L’Oreal Woman has a lot

on her plate. It is time to let her appreciate herself

• A Digitized Reflective Surface to be installed in ladies powder-rooms of fine-dining restaurants and luxury hotels (three star and above)

• An instant virtual-makeover machine with inbuilt sensors to detect presence and showcase different looks

• L’Oreal’s product basket to be showcased through interactive touch buttons

• Will list L’Oreal products that help achieve the look

Converse

Raksha Bandhan SpecialOwned Media

leading to Earned Media

Twitter Hashtag Contest to

celebrate the sister who is the

“basket of solutions”

• Tweet about your relationship with your sister

• Hit “Follow” on L’Oreal’s handle to find out how you can bring a smile on your sister’s face this Raksha Bandhan

• Tweet about your sister’s qualities that match L’Oreal products. E.g. straight hair shampoo – a straightforward sister, hair masque – a protective sister

• Winners (participants from among its followers) will get Rakhi Special basket of L’Oreal goodies

• Purpose of conversing about L’Oreal’s basket solved

L’Oreal Client Organization

APP IDEA

You go girl…

• An app that provides instant day to day tips on beautiful living – in terms of make up, hair care, personal care, diet tips, nutrition.

• Input details of self like skin type, hair type, city of residence, lifestyle choices, profession, age etc to make most of the app and get instant tips on a daily basis.

• Live Beautiful through You Go Girl…

Thank You