105. Continuous Campaign
Sub category 105. Continuous Campaign
Entry Name L'Oreal Paris India - L'Oreal Paris at Cannes Film Festival
Entrant Company Genesis Burson-Marsteller
Metal Gold
Creative URL https://drive.google.com/file/d/0B9ekuQJZio2PYnFyR0lzQ19jMG8/view
https://www.youtube.com/watch?v=jVAB33qwd1g&feature=youtu.be
Challenge Known for its empowering moniker “Because You’re Worth It” L’Oréal Paris has been the official make up partner for the Cannes Film festival for the last 18 years. Every year the brand globally introduces a make-up/beauty theme for the festival which is brought to life through its line of products and iconic ambassadors. Matte or Gloss by L’Oreal Paris was the theme for 2015 at Cannes. With innumerable minute by minute updates on the festival, the media covers all possible stories and makeup gets the smallest share of pie. Given that the Indian media is accustomed to highlighting the fashion trends sported by celebrities, the aim during Cannes 2015 was to focus on the makeup and beauty looks sported by the ambassadors. 2015 was also a year of many milestones for L’Oréal Paris and the challenge was to highlight these milestones in the most innovative manner, being able to stand out in the clutter of all the news around the Cannes film festival. L’Oréal Paris’ challenge to us was simple:
Use PR to build Cannes as an activation platform for L’Oréal Paris
Leverage the brand ambassadors at Cannes across mediums
Highlight L’Oréal Paris Color Riche Lipsticks and ‘Matte or Gloss’ make-up looks through ambassador appearances at Cannes
Maintain L'Oréal Paris India’s position on the company’s internal global ranking chart (based on media impressions) at #2 or jump to the #1 spot
Use combined PR and Digital efforts to increase sales for the Color Riche range
Clarity of Insights The key insight for the campaign was to bring the consumers closer to the brand and give and Creativity them a real time experience of all the red carpet action. All PR initiatives were aimed at bridging the gap between L’Oréal Paris consumers and the brand’s three ambassadors – Aishwarya Rai Bachchan, Sonam Kapoor, and Katrina Kaif as they launched beauty trends on an international platform. The key element was to capture the consumers’ interest through the beauty looks showcased at Cannes and encourage them to recreate the looks at home with L’Oréal Paris products.
Our Strategy
The strategy for maximum media output hinged on two important pillars:
Innovative LIVE content generation – Bringing alive the Cannes experience for consumers
Influencing Digital and Regional Media for maximum business impact
Alignment Live Content Generation between Goals, Strategy Behind the scenes content, entertainment notes, airport activations for media were organized to capture stars as they prepared to leave for Cannes and sharing LIVE content from the Cannes red carpet with complete details decoding the make-up and styles statements of our ambassadors Highlighted the various Milestones that were being celebrated at Cannes this year – milestones by L’Oréal Paris as a brand and its ambassadors’ continued association with the festival Unveiled unique make-up looks by bringing together on the same stage for the first time - Katrina Kaif and Sonam Kapoor Influencing Digital and Regional Media
Effectively used the brand and ambassadors’ social media presence to amplify conversations in the digital space
Kick-started a special campaign - @KatrinaatCannes for Katrina Kaif where she took her fans through a journey of her debut at Cannes. Given that Katrina is not present on any social media platform, her debut on social media for L’Oréal Paris made news and generated online and offline conversations for the brand
Invited Aishwarya Rai Bachchan to also make her debut on Social Media where she took over the L’Oréal Paris social media accounts for a day and took her fans on a whirlwind tour of her favourite moments at Cannes, her top make-up tips, her moments with Aaradhya on the red carpet.
GBM organized a FaceTime conversation between Aishwarya Rai and 6 publications while she was in Cannes, to enable a truly cross-continental dialogue on her personal experience at the festival
Measurable Measurable Results Results PR Buzz: L’Oréal Paris India for Cannes Film Festival 2015 broke all past records and secured No. #1 position on the company’s internal global ranking chart by garnering 10. 2 million euro impressions
1726 print stories | 4990 Online Links | 279 TV clips within a span of 2 months
357 front-page stories
Garnered a total AD Value of about 73 crores, a 58% growth from the coverage garnered in 2014
Client Testimonial:
Manashi Guha – Vice President, Marketing, L’Oréal Consumer Products Division, India – “Genesis is an equal partner in our Cannes Journey. Together, we have managed to create a mega PR & Brand communications initiative on L’Oreal Paris in India. This has had a big impact on spreading the awareness of the brand & increasing the overall awareness of Cannes. Cannes has reached 20 Million consumers this year .Cannes is usually a 2 week activity every year in May. Genesis have been our partners in this since 2013. The Genesis team working on Cannes is extremely passionate. They have helped strategize the Cannes story and executed it to their best. Their ideas & media relationships are exceptional. Special mention to Henna & Nehal. India ranked No.1 in the world in Cannes PR & was also the highest contributor to consumer digital interactions of the brand worldwide. Business growth was also better than expectation and 3 times the market growth, making it a big success.”