To promote its latest skincare product, the beauty brand worked with Facebook Marketing Partner Vamp and its beauty content creators on branded content ads in a campaign that lifted purchases by 10%.
A global leader in the beauty industry, L’Oréal has a well-established retail presence in Indonesia. Besides managing a portfolio of renowned beauty brands, the conglomerate also offers its own line of makeup, haircare, skincare and anti-aging products.
lift in content viewed
lift in add-to-cart actions
lift in purchases
To drive awareness, consideration and online sales for its new Revitalift Hyaluronic Acid Serum, L’Oréal wanted to create engaging and relevant social content that would resonate with beauty enthusiasts.
Personalized beauty content
To promote its latest product, L’Oréal worked with Facebook Marketing Partner Vamp to engage 15 beauty content creators in Indonesia for a campaign that included branded content ads.
The creators posted their own content that featured the new serum and messaging about how it hydrated their skin. L’Oreal then promoted the posts as branded content ads in feed and Stories. Marked as “paid partnership,” the ads reflected the creators’ personal aesthetic and contained captions that described their unique experiences with the product. In addition, the ads included a call to action encouraging people to try the serum for themselves.
To boost online sales, L’Oréal also ran Collaborative Ads featuring the new serum in the same campaign. These ads linked directly to the beauty brand’s Shopee store. To ensure the ads drove more sales, both ad sets used the conversion objective.
L’Oréal broadly targeted the campaign to women in Indonesia aged 25-44, and to people interested in cosmetics, beauty, luxury goods and skincare. A conversion lift study showed that the November 24–December 5, 2020 campaign earned the following results:
- 48% lift in content viewed
- 41% lift in add-to-cart actions
- 10% lift in purchases