Challenge
To construct a communication narrative for the new brand ambassador, Maria Cerqueira Gomes
L’Oréal Professionnel needed to construct a narrative for the new brand ambassador, Maria Cerqueira Gomes. The aim was to:
>Strengthen its positioning as a professional hair care brand used at salons to guarantee quality and innovation of the work of the hairdressers.
> Create brand awareness for trends and educate consumers to differentiate the service they receive in the salon.
> > Include the consumer “hair journey” in the storytelling, starting in the salons: with a diagnosis and customized services that even extends to home care.
> Associate beautiful hair and health with women’s personal and professional fulfilment, projecting it as a key factor for their self-esteem and self-confidence.
Combining Brand Entertainment and Brand BR solutions, LLYC created the communication campaign #JoieDeVivre, a concept that cut across all the activities and implemented an influence-marketing strategy in which all the parties involved (brand and ambassador) shared the same values.
Impact.
More than 1,500,000 people were impacted by the initiative, including both online and offline channels.
In its work with L’Oréal Professionel brand to it was key for LLYC to develop a modern concept that would make its mark, with the brand ambassador Maria Cerqueira Gomes. One that would transmit to the Portuguese the message that they need time to look after themselves. This was the mission of the campaign Joie de Vivre, a digital campaign that lasted 1 year, with a variety of activities and which created an impact on everyone.
Challenges.
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