L’Oreal | Unbelieva’brow Makeup Line Launch

To launch L’Oréal’s Unbelieva’brow makeup line in Italy, we created and produced an influencer campaign raising both eyebrows and awareness. Known for its outspoken beauty and fashion culture, we needed a compelling approach to captivate critical Italian consumers. We achieved this by working closely together with L’Oréal and local influencers to create story-driven content optimised for Instagram, YouTube and Facebook. We asked four beauty influencers to test products during a day in their life using specific lightening, framing and camera settings. By ensuring a consistent look in keeping with L’Oréal’s guidelines, we created a fantastic-looking campaign full of original content.

As part of the campaign we also created the unmissable ad. An ad format specifically created based on the fact that Facebook users are only spending 1.7 seconds on any given piece of content. Before people could decide whether or not they wanted to see our campaign, they had already seen it! 

Results & Awards:
– 5.3M YouTube pre-roll views
– 80K Average YouTube views per video
– 2M Instagram reach
– 16% Increase in initial Facebook VTR from brand benchmark
– 38% Rise in Facebook retargeting VTR
– 5 x Increase from initial media spend to earned engagement dollars
– Bronze Lovie Award for Best Creative Use of Data
– People’s Lovie Award

Client: L’Oreal Paris
Role: Creative Direction / Ideation / Art Direction
Media & Skills: Content / Storytelling / Social Media

 

Skills: Content, Digital, Pop Culture, PR, Social Media, Storytelling