L’Oreal was looking to generate awareness of a new product and increase recommendations and purchase consideration among consumers, their friends and family. The timing of the launch proved a challenge as it coincided with the holidays, a period where the market is typically saturated, making it even more critical for L’Oreal to drive consumer awareness through both traditional and non-traditional means.
Xbox LIVE and L’Oreal partnered to create an exciting Branded Destination Experience (BDE) to showcase the new product to the gaming audience. The unique BDE experience encouraged the Xbox LIVE audience to explore the product and brand by ordering free samples with the wave of their hand using Kinect, download for free cool leave behind content such as gamer pics and backgrounds, and other compelling experiences
The campaign was successful in reaching L’Oreal’s target audience, raising awareness of the new product and moving Xbox LIVE members to action. At the beginning of the campaign, awareness of the product was lower among the Xbox LIVE audience than its three closest competitors. Post campaign results showed significant increases for all brand attributes. Significantly, the brand rating metric rose most notably among those who rated the product “excellent.”
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