L'ORÉAL PARIS RUSSIA

To reach a new audience with its new Semi-Permanent Hair Color, L’Oréal Paris Russia used Canvas ads in Instagram Stories, resulting in a 16-point lift in ad recall.

THE STORY
“Playing with beauty, your way”

L’Oréal Russia has provided quality and cutting-edge beauty products to women in Russia since 1990. It promotes 26 L’Oréal brands, including the iconic L’Oréal Paris, Maybelline New York and Lancôme.

16-point

lift in ad recall1

70%

of target audience reached

22X

lower cost per click with ads in Instagram Stories2

Instagram’s audience is creative and follows beauty trends and news. Ads in Stories allowed us to seamlessly embed immersive, full-screen Canvas ads into feeds and easily deliver information to the right audience at the right time. By running this campaign, we got a 22% uplift in sell-out volume during the campaign period.
MARINA SUKHOVA, HEAD OF DIGITAL, CONSUMER PRODUCT DIVISION (L’ORÉAL PARIS, MAYBELLINE, GARNIER), L’ORÉAL RUSSIA
THE GOAL
Sharing a new product to a new audience

L’Oréal Paris Russia wanted to show off its new Semi-Permanent Hair Color to a new audience and prove its innovation among Russian audiences.

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THE SOLUTION
Telling a colorful story

L’Oréal Russia was one of the first brands to use Canvas ads in Instagram Stories, creating rich and immersive ads that showcased its new Semi-Permanent Hair Color. Working closely with Facebook Creative Shop, L’Oréal Russia showed off all the features of its new product.

At the end of the campaign, the company had reached 70% of its target audience and achieved a 22X lower cost per click with ads in Instagram Stories (compared to average result with the carousel ad format. A Facebook brand lift study also found that there had been a 16-point lift in ad recall among the exposed group compared to the control group.