Tuesday, July 14, 2015

L’Oréal India maximizes digital campaign ROI with new approach

In a bid to bridge the gap between digital brand engagement and actual purchase, L’Oréal India is making it easier for customers to buy their products online through web banners that click to the product page on a partner eCommerce portal.

Traditionally CPG brands would use digital media for campaign amplification with rich media banners that click to another engagement layer – either a campaign specific microsite, (or worse) their social media pages. Though this is a great approach to drive awareness, engagement and influence, bringing the user to actually take action and buy the product was a glaring gap, unless the campaign included an offline gratification.

L’Oréal India has partnered with Nykaa.com, an omni-channel retailer and a niche eCommerce player in the beauty segment to push users from their banner ads to the Nykaa.com page with the product. They are using this approach for their L’Oréal Paris and Garnier brand campaigns. This significant and welcome change not only makes it easier for the customer to buy the product but also helps trace real campaign ROI centered on actual purchase.

Garnier on YouTube

L'Oreal Paris on YouTube

The best strategy in these executions is to make the most of the rich media banner unit - come up with interesting concepts, make it interactive and offer enough engagement to the user – which means look beyond just playing the TVC on the banner.

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