L’oreal – Jolie de Vogue
CHALLENGE: OVERHAUL THE BRAND IMAGE, MOVE IT CLOSER TO THE NEW TARGET AND MAKE IT DIGITALLY RELEVANT
This was a major challenge and opportunity, as Jolie is a Colombian brand that is particularly well known among more mature ladies, with a general perception that was a bit stagnant, as it was identified as a very traditional brand, sponsors of the Colombian beauty pageant. Its image today is anachronistic and does not represent the real life led by women.
The challenge consisted of rejuvenating the brand and positioning it among a younger target audience. We leveraged digital channels such as Facebook to give it a new approach, and we opened up new channels to generate an ecosystem that was relevant to the consumer.
SOLUTION: INTRODUCE THE BRAND TO THE CONSUMER'S OMNI-CHANNEL UNIVERSE AND REFRESH ITS STYLE
We redefined an emotional and updated territory for the brand, and created some appropriate lines of communication that allowed us to be relevant and to focus on new consumers to introduce them to the brand and its portfolio of products.
Similarly, a more solid digital ecosystem was defined to allow an omni-channel approach to be made to the consumer.Facebook and Instagram were still important channels, but a blog was added as a fundamental cornerstone, which linked to all of the possible consumer points of contact. Facebook and Instagram were still important channels, but a blog was added as a fundamental cornerstone, which linked to all of the possible consumer points of contact.
This allowed modern content to be generated, in line with the codes of young women, in terms of aesthetics, formats and themes. Today, Jolie believes in fully-fledged and secure women; it believes that beauty goes hand-in-hand with progress, and it believes that each woman is at her best.
RESULTS: FROM NON-EXISTENCE FOR A YOUNG TARGET AUDIENCE TO THE START OF AN ACTIVE SOCIAL COMMUNITY
We achieved the following after only 3 months of managing the brand’s digital ecosystem: Exponential growth on Facebook, achieving 85,000 new followers in three months, three times more (291%) than we had when we started (22,233). The Facebook engagement rate, the historical maximum level of which was 15 points, with an exclusively organic community mostly consisting of brand employees and mature women, achieved a record 40 points, with the younger target audience being the most active.The community grew by 97% on Instagram during the same period, without always on investment, to 5100 fans, with ER levels above 14, showing the rapport that the new strategy was quickly generating.
The blog was launched on 8 September and received 22,800 unique users and 86,000 visits in just 1 month.