Concept: Launch a fan favorite promotion to encourage new sign ups through a beauty kit giveaway.
Objective: Promote L’Oréal’s beauty products.
Digital Campaign Index (DCI) Score: 29
Big Little Lies and The Handmaid’s Tale may have been the big winners at the 2017 Emmy Awards, but L’Oréal Paris kept the glitz and glamour going with their enticing 2017 Emmy Awards Fan Favorite Beauty Kit giveaway.
Leading up to and following the Emmy Awards, L’Oréal Paris gave their consumers the chance to pick their favorite beauty kit for the chance to win their selection. They launched a fan favorite promotion featuring three different beauty kits, with Emmy-appropriate names, including: Winter is Coming (Skincare Essentials), Red is the New Black (Red Carpet Must Haves), and The Handmade’s (Pony)tale (Haircare and Styling Gems). After selecting their favorite, consumers filled out a form to submit their entry for the chance to take home one of the above coveted beauty kits.
L’Oréal timed their promotion just right and put together a stellar cast of use cases and giveaways that had consumers channeling their inner Susan Lucci!
DCI Overview: 29
L’Oréal Paris’ DCI score is a combination of an Engagement Score (ES) of 53 and Virality Score (VS) of <25. Their promotion’s core objective was engagement and they utilized use cases and tactics that got their consumers excited and willing to sign up and participate.
Check out more details below on some best practices we recommend to help you increase your digital campaigns Engagement and Virality Scores.
Engagement Score (ES): 53
Virality Score (VS): <25
L’Oréal Paris made great use of multiple campaign types and email integration to engage new consumers and lay the groundwork for reengaging consumers in future campaigns. Overall, their 2017 Emmy Awards Beauty Kit promotion was a primetime hit!
Learn more about the Wyng Digital Campaign Index here.