In thinking about companies that use social media effectively I could not help of think of L’Oreal, the largest beauty company in the world and one of my favorite beauty brands. The L’Oreal Group has a presence in 130 countries, 27 global brands, 68,900, and 19 Research and Innovation centers. Their brand portfolio includes names such as L’Oreal Paris, Garnier, Maybelline New York and the Body Shop, just to name a few. L’Oreal is one of the most effective marketing machines in the world and has implemented innovative social media strategies throughout their operations. Two areas where I feel they have really succeeded in the social media space are in creating engaging integrated marketing campaigns and effective recruitment tools.
Using SM to Create a “Total Experience”
This week in class we discussed the difference between effective and ineffective social media marketing. I found the HBS article, “The Ultimate Marketing Machine” to be especially insightful in the way it highlighted the characteristics of successful marketers. The article explains that some companies deepen their relationships by using what they know about customers to create more personalized offerings. Others increase the depth of their relationships by adding touch points across the customer experience. However as the article states, “Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.” This analysis caused me to think of L’Oreal’s latest social media initiative, the #POWERON campaign.
This March, L’Oreal Paris rolled out the #POWERON campaign to promote their new AdvancedHaircare line. The campaign utilizes several social media platforms such as Facebook, Twitter and Instagram. Fans are encouraged to share their most powerful hair moments using the hashtags #POWERON and #POWERONCONTEST, as well as the @LOrealParisUSA handle for a chance to meet supermodel Karlie Kloss. The campaign is effective in establishing purposeful positioning by creating a cohesive brand message that speaks to L’Oreal’s target market. L’Oreal understands that a bad hair day can make women feel less confident, and is leveraging social media to further the conversation on women empowerment. While many brands have implemented similar initiatives, L’Oreal differentiates itself by using Karlie as their voice. Karlie Kloss is a huge social media influencer. She won the “Best Model Social Media Award, and is known for being very active on her social media accounts. She has built up a huge following of 2.1 million Instagram followers, 617,000 Twitter followers, and over 846,000 likes on her Facebook page. As a result, L’Oreal gains a lot of visibility from Karlie’s massive database of followers. In addition, the contest element of the campaign increases consumer engagement. The contest began on March 20th and submissions will be taken until April 17th. A group of L’Oreal judges will make final selections notify the winner on April 24th.
The campaign also excels at the total experience by increasing the number of touch points at which they interact with the customer. L’Oreal has enlisted several well-known social media influencers, L’Oreal Paris spokes models and celebrity brand hair experts to share on social how they feel when their hair is “on”. In addition, L’Oreal offers an in-person experience. Fans can receive complimentary washed and blowouts using L’Oreal Advance Haircare products at The Salon at Ulta Beauty in 25 locations nationwide.
Using SM as an Effective Talent Recruitment Tool
We have also discussed in class that truly effective social media managers use social not only for marketing, but implement it in their business operations. L’Oreal exemplifies this by utilizing social media tools in their recruitment process. The company has a very complex social media recruitment strategy, which they use throughout their worldwide operations. In the US, the L’Oreal US jobs website links all social media recruitment platforms including their Facebook page (facebook.lorealusa.jobs), Twitter feed (@LOrealUSACorp), LinkedIn page (linkedin.lorealusa.jobs) and YouTube channel (youtube.lorealusa.jobs). The company ensures uniform branding across all its websites and platforms creating a professional and cohesive brand image. By linking all platforms to the career website, potential applicants can easily find what they are looking for. Countless brands have a social media recruitment strategy similar to this, so what is L’Oreal doing differently? One notable strategy is L’Oreal’s collaboration with Work4Labs on their L’Oreal Talent Recruitment Facebook page. When recruiting for a summer internship, L’Oreal utilized Work4Labs “Work for Us” app, an effective Facebook recruiting solution. They also encouraged their own fans and employees to share the job posting with their personal networks via “Work for Us”.
The app allows recruiters to post jobs directly on the company’s Facebook Page, distribute jobs through social broadcasting, and create targeted Facebook job ads. The results of this initiative were very telling. The internship’s ad campaign generated 5.88 million impressions with 4,167 clicks. This indicates click through rate of 0.071%, which is much higher than the average click through rate of Facebook ads, which is roughly 0.02%. L’Oreal received 153 applicants, most of which were pre-qualified due to the specific targeting options that L’Oreal chose for the ads. These specific targeting options include criteria such as education and experience. Most applicants who viewed the job submitted their resume minutes after the ad went live. L’Oreal received a total of 17 qualified resumes within the first 12 hours of the campaign, which is a major success rate as compared to traditional recruiting methods.
#POWERON and “Work for Us” are only two of the countless initiatives that L’Oreal has developed for social media, and I look forward to see what they will come up with in the years ahead!