Three brands, one region
For several years we were L'Oréal Group's digital agency in Central America: L'Oréal Paris, Maybelline New York and Garnier run by one team, across five markets, every single day.
“Three brands, five countries and one standard: the consumer's.”
Overview
From 2015, L'Oréal Group trusted us with its digital operation in Central America. Three brands with very different audiences, L'Oréal Paris, Maybelline New York and Garnier, in Guatemala, El Salvador, Costa Rica, Panama and Ecuador.
The challenge was twofold: keep a living social presence every month, to the same quality bar across all three brands, while launching the year's products without losing the day-to-day rhythm.
We solved it with one team and one engine: strategy, content, media, influencers, experiences and a monthly report to compare brand against brand and country against country.
Execution
ALWAYS ON ACROSS FIVE MARKETS
Content and community on Facebook, Instagram and YouTube for all three brands, with newsletters, country sites, competitive benchmarking and a monthly report with targets for every metric.
LAUNCHES THAT BEAT THEIR TARGETS
Óleo Extraordinario with Erika Vélez, Colossal with the #SubeElVolumen contest and Miss Manga for a younger audience. Every launch with its own concept, video, microsite, paid media and influencers.
IN-HOUSE PRODUCTION
Shoots with talent, makeup tutorials, animated films and case videos. Content made for each brand and each country, not translated from somewhere else.
AN INFLUENCER NETWORK FOR EACH BRAND
Country-by-country scouting, a team of creators for each brand and results reports, so every post added to the campaign.
EXPERIENCES WITH A PURPOSE
An Elvive brunch with Erika Vélez and her followers, a boat party to launch Óleo de Coco and a tree-planting day for the Fructis team with ANCON in Camino de Cruces National Park, Panama.
Results
The community grew, launches beat their targets and the three brands spoke with the same quality across the region.
3
L'Oréal Group brands run by one team
847K
Facebook fans across L'Oréal Paris and Maybelline
4.2M
People reached by the Colossal launch, 400% of target
852
Entrants in the #SubeElVolumen contest across five countries
1.9M
Users reached organically with Miss Manga
490K
Facebook views for the Óleo Extraordinario launch
- L'Oréal Paris's Facebook community grew 33% with us.
- Óleo Extraordinario hit 194% of its reach target in Central America and 1,024% in Ecuador.
- The Miss Manga microsite drew 41,500 visits and 1,200 girls entered #ChicaMissManga.
More films
A tree-planting day with a purpose for Garnier Fructis and Erika Vélez's testimonial for Óleo Extraordinario.
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