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Microexperience of the Week: L’Oréal Paris Elvive #StopWaiting Sweepstakes of the Week

Concept: Offer consumers a once in a lifetime chance to win a dream trip to Paris as part of L'Oréal Paris’ #StopWaiting multi-channel campaign.

Objectives: Promote the Elvive line of deep conditioning products with a shoppable carousel linking directly to product detail pages, offer a sweepstakes extension to L'Oréal Paris’ #StopWaiting social campaign.

DCI Score: 174

Use Case: Sweepstakes with Shoppable Carousel

LOREALL'Oréal Paris believes it's time to flip the narrative by celebrating that good things come to those who stop waiting and wants to provide women with products that allow them to stop waiting to see transformative results. As such, the brand is introducing the new Elvive Rapid Reviver Deep Conditioners which have no wait time and work deep to repair hair damage fast.

To celebrate the launch of their #StopWaiting social campaign, L'Oréal Paris launched a sweepstakes to encourage their consumers to stop waiting and go for it, starting with the chance to win a dream vacation to Paris.

Check out their campaign here, which features flexible forms applied across multi-channel activities, a shoppable product gallery, and UGC.

DCI Score Overview

L'Oréal Paris microexperience reflects several best practices that contribute to their DCI performance of 174, including both an Engagement Score (ES) of 253 and Virality Score (VS) of 95. Their #StopWaiting Sweepstakes campaign is a perfect example of how a brand can create leverage flexible forms to entice consumers and redirect to shoppable experiences:

  • Make any activity shoppable. L'Oréal Paris didn’t waste a single inch of their microexperience landing page, optimizing their sweepstakes form with a shoppable product gallery that directed visitors to their primary website, where they could continue to browse and purchase the new Elvive Rapid Reviver Deep Conditioners.
  • Campaigns with a purpose. L'Oréal Paris’ #StopWaiting Sweepstakes is part of their larger #StopWaiting campaign, headlined by Camila Cabello, the campaign aims to empower women to stop waiting and go for it. Campaigns with a purpose or message that resonates with consumers experience higher levels of engagement and virality.
  • Unify your activities. Your social and advertising activities should all flow into a centralized location to track engagement, virality, and keep track of the rich data collected across activities. Unifying all your activities around a central form or sweepstakes, is a smart way to keep track of everything and maximize your brand’s capabilities down the road.
To see these best practices in action, check out L'Oréal Paris’ microexperience here and you can learn more about their #StopWaiting campaign featuring Camila Cabello, Eva Longoria, Amber Heard and Aja Naomi King here.

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