L’Oreal required a new socially activated campaign to launch a new product – Idealia Pro. This gave users an opportunity to engage with the brand and find out more, on both a rational and emotional level. Instead of telling people what the product can do, we empowered the user, letting them test it out and upload their results on Facebook.
Press and social updates encouraged those affected by dark spots to sample the product, act as one of our official beauty reviewers with the chance of winning a big prize and access the latest beauty tips direct from our experts.
We created something special, a space that is still growing and evolving, a community of advocates who want to talk about the product and share it with their networks. Within the first month of the campaign, followers increased from 24 to 60K and demand for samples was so high that they ran out.