L’Oréal Turkey launched its new Sugar Scrubs product range with eye-catching video ads for Instagram, resulting in a 13-point lift in ad recall among all other brand metrics and staggering business results.
%200 uplift in both value and volume market share
13 points lift ad recall ( vs 8-point CPG benchmark )
7 point lift in brand awareness ( vs 3,7 point CPG benchmark )
Çiçek Karagöz, Senior Product Manager
“Bringing our big campaign idea to life via our own local consumer insight through the lens of Facebook and Instagram media on various devices has not only granted us with unprecedented tools to deliver our message but also served as a great creative harness build.”
Beauty for Everyone
Skincare category of L’Oréal Paris, world’s leading cosmetics and beauty brand, offers a wide range of skincare solutions that include moisturizers, cleansers, anti-ageing creams and serums. Built around the idea that everyone has worth, the brand champions inclusivity and diversity in its advertising and products.
Launching the Sugar Scrubs Family
L’Oréal Paris sought to raise awareness and drive sales for its new Sugar Scrubs products in Turkey. The range, which is suitable for all skin types, exfoliates, fights imperfections and unclogs pores in the gentlest way possible.
Creating Bright and Vibrant Videos
L'Oréal Paris sought to reach consumers where they spend their time - on mobile phones. With that in mind they decided to launch their Sugar Scrubs series with a heavy emphasis on Instagram videos. Following Instagram best practice, their videos were designed to fully fit the mobile screen — including the 9:16 dimensions. The bright videos introduced the product immediately, showing three variants —with grape seed oil, kiwi seeds, and cocoa and coconut oil — in clear focus. On-screen language conveyed the main points directly and simply: that the Sugar Scrubs series is gentle and results in baby-soft skin.
L'Oréal Turkey saw phenomenal results which outpaced industry benchmarks. The campaign on resulted in a 13-point lift to ad recall (compared to an average 8-point lift for consumer-packaged goods in general) and a 7-point lift in brand awareness (compared to a CPG benchmark of 3.7 points). Brand sales increased by more than 200% in both value and volume market share versus Feb18.
Launching a new line on Instagram