The official sponsor of the Golden Globes became an early sponsor adopter of Snapchat Spectacles as three of the beauty brand’s ambassadors wore the glasses to give viewers a sneak peek into the awards show and get behind-the-scenes with the stars.
The spectacles, worn by celebrity makeup artist Sir John and two other L’Oreal Paris brand ambassadors, gave fans quick video snippets of the event that ranged from celebrities preparing backstage to a personal perspective of walking down the famous red carpet.
One of the tactical approaches to the activation was to give the viewers a direct view of celebrity’s faces through the eyes of a makeup artist.
The videos, which can be viewed both horizontally and vertically, are also sharable across other platforms and the activation strand was promoted across the brand’s digital sights and social platforms.
Have you seen our @Snapchat #spectacles from the @goldenglobes red carpet? Follow us on snap for an exclusive look! (lorealmakeup) pic.twitter.com/fKm7Cw6wxr
— L'Oréal Paris USA (@LOrealParisUSA) January 9, 2017
The $130 devices provided a wearer/insider perspective on the property in the form of 10-second video snippets (or real-time ‘memories’) that are streamed live on L’Oreal’s Snapchat account.
‘At L’Oréal Paris, we are always looking for new and innovative ways to engage our consumers,’ explains Kristen Comings, VP of integrated consumer communications at L’Oréal Paris.
The Snapchat Spectacles strand was supported by various other red carpet created L’Oreal content across the brand’s digital and social platforms – such as its #WorthSharing silo
What is your favorite moment from the @goldenglobes so far? #WorthSharing pic.twitter.com/V2Lcr793EG
— L'Oréal Paris USA (@LOrealParisUSA) January 9, 2017
And that's a wrap! Thanks so much for tuning in! #GoldenGlobes #WorthSharing #RedCarpet pic.twitter.com/MV2pZ7I2bb
— L'Oréal Paris USA (@LOrealParisUSA) January 9, 2017
and content across Facebook Live.
Tune into FB at 11 AM PST for our FB Live! We're showing #BTS of getting ready for the @goldenglobes + a first look at our new 2017 products pic.twitter.com/bPXc2kpRx0
— L'Oréal Paris USA (@LOrealParisUSA) January 8, 2017
Having multiple celebrity/influencer Snapchat Spectacles wearers dovetails with the ever widening variety of endorser celebrities and social influencers (from various different strata) who are now key to L’Oréal’s diverse, omnichannel marketing strategy.
Consumer diversity and media fragmentation increasingly demands relevant, authentic marketing content: the days of all consumers having the same ad experience are gone.
For example, the brand’s ‘Your Skin, Your Story’ campaign promoting L’Oréal’ ‘True Match’ foundation line – which was launched on 8 January during the 74th Golden Globe Awards – features a variety of individuals fronting various instalments – each with their own content pieces.
The campaign endorsers range from a Nepalease artist/artisan and an American transgender model, to an actress, a writer, a Hawaiian travel and food lifestyle blogger and a millennial male model of Caribbean descent.
Also featured in the ‘Your Skin, Your Story’ campaign are several better known names like actress Blake Lively,
We’re still obsessing over @blakelively’s look at the #GoldenGlobes! See her latest #TrueMatch campaign here: https://t.co/8uBHFpO65g pic.twitter.com/s6eeuRXrxp
— L'Oréal Paris USA (@LOrealParisUSA) January 9, 2017
models Lara Stone, Alexina Graham, Xiao Wen and Darnell Bernard, and lifestyle influencer Cipriana Quann, plus advocates for progress in body diversity Sabina Karsson and Marquita Pring.
Developed in harness with McCann New York and led by a Tv commercial directed by Loic Maes and Jonathan Lia of Good Company that debuted during the Globes telecast, the ‘Your Skin, Your Story’ campaign spans TV, social, digital and in print media as well as Golden Globes sponsorship activation..
Do you love our #TrueMatch campaign? Head over to our YouTube channel to view all the videos! https://t.co/f4pqDWkF58
— L'Oréal Paris USA (@LOrealParisUSA) January 9, 2017
Comment:
Real-time activation can engage fan passion when it is at its peak, something particularly pertinent to property partner activation.
The initiative comes just two months after Snapchat’s video-capturing Spectacles first hit the market and L’Oreal’s property activation is the first in the beauty/entertainment partnership silo and follows on from the Minnesota Wild Snapchat Spectacles campaign which saw the NHL team become the first sports brand to use the platform in November (see case study).
https://www.activative.co.uk/2016/12/01/nhls-minnesota-wild-is-first-us-team-to-use-snapchat-spectacles-for-teamfan-social-sharing/
Since then other sports brands, such as Nike, have been experimenting with the device.
Snapchat Spectacles is an early facet of the social platforms strategy of developing branded video content opportunities on its platform as well as the more familiar TV-style content that is arriving thanks to more traditional content broadcast rights deals.
Video ad spend is set to be one of the fastest growing strands of digital marketing through 2017 and the savvy, smart, early mover brands like L’Oreal and Nike are already well under way in terms of testing tactics.
This may be a first for the Spectacles, but L’Oreal has been an early activator and marketer on Snapchat for some time and it has become an important strand within its social strategy.
For example, L’Oréal Paris also used Snapchat to provide behind-the-scenes footage with spokesmodels and influencers at the 2016 Cannes Film Festival.
Plus, last summer, the beauty brand used Snapchat around its Infallible Silkissime eyeliner: via a sponsored Snapchat lens users could add their own eyeliner, mascara, foundation, blush and lip colour.
The lens was designed in-house and L’Oréal worked directly with Snapchat on the campaign.
‘Snapchat serves as a proven tool to engage audiences. Over the last year, we’ve been focusing heavily on Snapchat as we recognize that this social media platform serves as a tool to engage the millennial audience and is an entirely new storytelling format that is relevant to all audiences,’ explains Comings.
In fact, recent months have seen L’Oreal significantly enhance reputation for digital innovation as it began experimenting with other contemporary new channels and technologies across its marketing mix.
In 2016, for example, it began its first virtual reality marketing initiative when it created its own shampoo product branded ‘Matrix Academy’ to give stylists a chance to enhance their hair dressing techniques and skills in VR.
While L’Oréal has also been experimenting with other tactics such as leveraging a mobile-friendly live chat consultation tool offering users personalised hair colour counsel.
This year’s inventive awards leverage follows on from its previous innovative Golden Globes campaigsn such as #WorthSaying campaign in 2016 (see case study) and its real-time shoppable strategy from the 2015 iteration of the awards show (see case study).
Links:
L’Oreal
http://www.lorealparisusa.com/
http://www.lorealparisusa.com/truematch
https://www.youtube.com/user/lorealparisnyc
https://twitter.com/LOrealParisUSA
https://www.facebook.com/LOrealParisUK/?brand_redir=683447535047558
https://uk.pinterest.com/lorealparisus/
Golden Globes
https://www.facebook.com/GoldenGlobes
https://twitter.com/goldenglobes
