L'Oréal uses social media to boost Pure Clay Mask sales 51%
L'Oréal's recent campaign to promote its Pure Clay Mask through social media influencers increased sales of the product by 51%, according to a match-market test carried out by measurement firm IRI. Working with word-of-mouth marketing agency BzzAgent, the cosmetics giant deployed 2,000 UK-based women aged between 20 and 55 to generate 5,800 photos, reviews and videos on Snapchat, Facebook, Instagram, Pinterest, Twitter and YouTube. L'Oréal's influencers reached 741,000 consumers across the six channels and caused social conversations to jump 53%, according to BzzAgent and L'Oréal.
During Wednesday’s Snap earnings call, chief strategy officer Imran Khan name-dropped L’Oreal as a brand that was reaping the benefits of his company’s vertical video ads and sponsored lenses. His company, which owns Snapchat, has long espoused that the app is not really an influencer-focused platform because it doesn’t want to differentiate celebrity from regular users.