L'ORÉAL INDONESIA

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%.

THE STORY
Universal beauty

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.

48%

lift in content viewed

41%

lift in add-to-cart actions

10%

lift in purchases

Content creators are a key way for us to build a close relationship with beauty enthusiasts. By using branded content ads and Collaborative Ads, we have given the creators a platform to share their testimonies with a wider audience, thus strengthening our ecommerce business. We will rely on these strategies to scale our campaigns while delivering a personalized experience.
MARIA ADINA, BRAND GENERAL MANAGER, L’ORÉAL PARIS
THE GOAL
Promoting a new serum

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.

THE SOLUTION

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
Create Ad
Branded content ads combine the best of both worlds, as they feature beautiful content from our creators and are amplified across Instagram by the brand. L’Oréal has already seen great results from the campaign, which is proof of how good creative can make a real impact.
STEVE WRIGHT, HEAD OF APAC & JAPAN, VAMP