Opportunity
L’Oréal Luxe Division commissioned bicom for support on their first-ever Canadian Virtual Beauty Festival, celebrating their iconic fragrances, skincare & makeup.
Objectives:
Build awareness around the L’Oréal Luxe Virtual Beauty Festival (June 15 to 17, 2021) with a timely press release and targeted media follow-ups
Engage influencers through creative mailers that compelled social media sharing, as well as macro-influencer partnerships to communicate key messaging
Drive consumer participation through event listings and by activating the beauty-loving nano-influencer community
Actions
bicom:
Drafted a press release and widely shared with lifestyle & beauty media; this included strategic, targeted follow-ups to top tier media in English and French Canada
Ideated 2 creative mailers, sent in 2 waves, to create engagement and encourage influencers to share the event with their community
A piñata containing local candies and a VIP pass, sent 10 days prior to the event
A “Get Ready With Me” box filled with beauty products to encourage posting, sent 4 days prior to the event
Coordinated paid partnerships with 4 influencers, from micro to macro, to convey the message and encourage attendance
Shared a dedicated newsletter with the b nation community (1,500 + nano influencers) and selected 50 VIPs to receive a creative mailer in exchange for Instagram Posts and Stories
Results
At the end of the campaign, bicom generated 45,880,853 impressions, broken down into:
Organic influencer marketing
-34,264,171 impressions
-Piñata: 5,077,050 impressions
-Get Ready With Me box: 29,187,121 impressions
Paid partnerships
-4 partners totaling 5,198,487 impressions
b nation campaign:
-79 Instagram Posts, 422 Instagram Stories, 19 TikToks (+160% vs KPIs)
-18% engagement rate
– 3.7M impressions
