L’Oréal Turkey launched its new Sugar Scrubs product range with eye-catching video ads for Instagram, resulting in 3X higher value and volume of market share compared to previous campaigns.
lift in ad recall
lift in brand awarenes
increase in message association with #BEBEKSİPÜRÜZSÜZLÜK
increase in Sugar Scrub sales
ÇIÇEK KARAGÖZ, SENIOR PRODUCT MANAGER, L’OREAL
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 way to harness creativity and the power of Instagram.
Launching the Sugar Scrubs family
L’Oréal Paris wanted to raise awareness and drive sales for its new Sugar Scrubs products in Turkey. The range is designed to be suitable for all skin types, and aims to exfoliate, fight imperfections and unclog pore in a gentle way.
Creating bright and vibrant videos
L’Oréal Paris wanted to reach people where they spend their time—on mobile phones. With that in mind, it decided to launch the Sugar Scrubs series with a heavy emphasis on Instagram video ads. Following Instagram’s best practice, the videos were designed to fully fit the mobile screen—including the 9:16 dimension.
The bright videos introduced the product immediately, showing three variants—grape seed oil, kiwi seeds, and cocoa and coconut oil—in clear focus. Text conveyed the main messaging points directly and simply: that the Sugar Scrubs series is gentle and results in baby-soft skin.
L’Oréal Turkey saw phenomenal results with this 2-month March–May 2018 campaign. It resulted in:
Beauty for everyone