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Digital marketing strategy

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Digital marketing strategy

  1. 1. Submitted by Group No. 1 Digital marketing strategy for Loreal, focusing on advertising, PR and media planning.
  2. 2. 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
  3. 3. 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
  4. 4. The Brand Strategy Communicate Recall Converse „ Mainline Advertising „ Digital PR (Owned Media leading to Earned Media) „ Digital PR (Owned Media leading to Earned Media) „ Mobile Application „ Mobile Application „ Digital Innovation Platform „ Avatars of Alia ‟ score sharing „ Digital PR (Owned Media) „ Position Loreal as a “wholesome” hair solution „ Avatars of Alia „ DIY book crowd sourcing CONSUMER ENGAGEMEN T
  5. 5. Week Wise Strategy Roll Out MOBILE APP AVATARS OF ALIA – MOBILE GAME MOBILE APP - CARPOOL TWITTER CONTEST (RAKHI) CONTEST : L’OREAL DAY : DIGITAL STRATEGY PR STRATEGY INNOVATIVE STRATEGY L’OREAL LOCKS – Brand Book DIGITAL REFLECTIVE SURFACE DIGITAL BEAUTY SALON SUPPORT MEDIUMS : 1. Customized adserving 2. Banner ads, 3. Stop-motion YouTube ads 4. Interstitials on fashion websites
  6. 6. Communicate
  7. 7. Launch of Brand Book L’Oreal LocksOwned Media L’Oreal’s Big ebook on Do-ItYourself Hair Solutions with L’Oreal’s product • The book to be launched on Amazon as an e-book. basket 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
  8. 8. 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”.
  9. 9. “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
  10. 10. Recall
  11. 11. Facebook Milestone Contest Milestone Owned Media Winners on leading to Facebook for Earned Media “women who • L’Oreal to pick winners among women whoit” are worth 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
  12. 12. 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 !
  13. 13. 2 Spaces available Dwarka to Gurgaon Cyber Green 8:00 am One space available IGI to Gurgaon Cyber Green GOOGLE MAP DEPICTING THE JOURNEY FROM DWARKA TO GURGAON
  14. 14. The MOBILE APP FLOWCHART Downloa d and Installati on The user clicks the most convenie nt option Enter Name, Co ntact & Location Details The app notifies the user with the nearest options( Google map opens) L’Oreal Page opens displayin g Terms and Condition s Enter Car details Any Specific needs(extra boot space,etc) 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? yes No
  15. 15. 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.
  16. 16. 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
  17. 17. Converse
  18. 18. Raksha Bandhan Special Twitter Hashtag Contest to celebrate the sister who is the “basket of • Tweet about your relationship with your sister solutions” Owned Media leading to Earned Media • 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
  19. 19. L’Oreal Client Organization APP IDEA
  20. 20. 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…
  21. 21. Thank You

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