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Case study “Drive to web” campaign by L’Oréal Paris International Women’s Day campaign

Case study “Drive to web” campaign by L’Oréal Paris International Women’s Day campaign. Introduction.

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Case study “Drive to web” campaign by L’Oréal Paris International Women’s Day campaign

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  1. Case study “Drive to web” campaign by L’Oréal Paris International Women’s Day campaign

  2. Introduction From February 23rd to March 8th, L’Oreal conducted a drive to web campaign across Canada to promote International Women’s Day on March 8th. The campaign, consisted of sending e-cards to “the women that matter in your life”. L’Oréal made a donation to the Canadian Women’s Foundation for each e-card sent. The campaign was executed through television, newspaper, magazines, outdoor and on the Internet. This study will compare the results generated on the web site and the amount of cards sent, by medium. This study is only based on results and doesn’t evaluate the impact of the campaign in terms of awareness for the brand. Home page of LorealParis.ca web site

  3. Media selection Traffic on the L’Oreal International Women’s Day section was generated by four distinctive channels of communication. • ANewsletter from L’Oreal’s database (160 000) which was linked to L’Oréal’s IWD section • Traditional campaign brought people to the L’Oreal web site wherea pop upappeared linked to IWD section. • L’oreal web site traffic • And the Banner campaign on the Internet, link to L’Oréal IWD section

  4. Media plan

  5. TV creatives

  6. Magazine & Newspaper creatives

  7. Post card creative

  8. Outdoor creatives

  9. Newsletter creative

  10. Web creatives (including results)

  11. Web creatives (including results)

  12. Web creatives (including results)

  13. Amount of visitors and page views on IWD web site TV, print… E-mail Web campaign

  14. Amount of unique visitors on IWD web site Traditionnal campaign E-mail Web campaign

  15. Campaign results Amount of cards sent

  16. Campaing results Direct entries on the web site excluding e-mail and web campaign operations

  17. Results (viral marketing by medium)

  18. Conclusion • The banner campaign over the Internet, which represents7% of the media spent, generated 48% of the campaign results. It represents an average media investment of $1,80 per card sent. • The Newsletter sent from the L’Oreal database (160 000) generated 33% of the campaign results • Traditional campaign and traffic from L’oreal web site users, generated 19% of the campaign results • Traditional media which represent 93% of the media spent, generated 13% of the campaign results. It represents an average media investment over $100 per card sent.

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