Marketing trends are changing very fast in this digital era. In a time when online brands are looking to capture the offline market, offline players are focusing more on expanding their reach through online marketing. This makes us wonder if there is a midway between both strategies. Well, yes a brand can achieve attention of both online and offline audiences by integrating a campaign that has both.
Also Read: Why Co-Existence In Offline And Online Market Is The Best Strategy For Future
L’Oréal has just done the same with the campaign they made to launch its new hair color trend Parisian Cool by L’Oréal Professionnel. Planned and implemented by mCanvas, the experiential storytelling ad platform, this campaign connected online and offline audience in an interactive way.
About the campaign
L’Oréal used a unique QR code that printed on table-top announcers at 3,000 L’Oréal Professionnel salons in India. Users were made to scan the QR code with their smartphones to get the digital experience.
To interact with audience, people were asked about their lifestyle preferences and personality providing them 3 unique looks created as part of this collection. 5 different questions were asked each having three options to choose from.
After answering all 5 questions, the ideal Parisian Cool look gets revealed on the basis of answers. Also. it has a small description that explains why the featured Parisian Cool shade is best for their preference.
To maximize the reach, Wavemaker and mCanvas conceptualized the experience for L’Oréal’s offline (salon) as well as online (digital) users. Also, females were targeted through websites that are women-centric and share content related to lifestyle.
The numbers that matter
The campaign reached close to 2.3 million users with a massive 2.5% click-through rate (CTR). This CTR is way more than the 0.20% industry average for mobile banner ads. Also, the mobile ad campaign saw 7% of users visiting the landing page which had complete information about this hair color trend. Combing both- salon and mobile ad – users are spending an average of over 60 seconds.
