L’Oréal Nordics ran a cross-media campaign across Instagram, Facebook and TV to increase awareness of Maybelline New York Dream foundation—resulting in a higher ad recall than TV alone.
L’Oréal creates cosmetics for women and men in over 130 countries on five continents. Founded in 1915, its subsidiary Maybelline New York is the world’s leading makeup brand, with a mission to create accessible and effortless cosmetics for everyone.
increase in ad recall among 18- to 34-year-olds
increase in awareness among 25- to 34-year-olds
incremental reach with Instagram and Facebook
L’Oréal wanted to raise awareness of its Maybelline Dream foundation among new customers in the Nordics and communicate the product in more modern way. It also wanted to test a cross-media campaign using TV, Instagram and Facebook to see if it would significantly increase market share.
To increase awareness of a product that was losing its share of the market, L’Oréal’s Maybelline launched a campaign using Nordic influencers as local spokespeople. Having a broad target audience of women ages 20–49, Maybelline decided to run its campaign across Instagram and Facebook as well as TV.
To ensure that it reached its audience on Instagram and Facebook, the beauty brand optimized its ads for reach and frequency. The local influencers featured in the campaign also cross-posted the material to their own channels to create a deeper connection with the audience. Finally, L’Oréal included TV as a placement to broaden its reach.
At the end of the three-week run, L’Oréal saw that its Instagram and Facebook ads, paired with TV, helped increase ad recall among its target audience. The beauty brand saw a 23% incremental reach among those who saw the ads on Instagram and Facebook. It also saw a 12-point lift in ad recall among 18- to 34-year-olds and a 14-point lift in awareness among 25- to 34-year-olds on Instagram and Facebook specifically.