ABOUT

Brief: We were asked to define the digital launch of L'Oréal's new Idealia Pro Dark Spot Corrector, creating awareness and engagement through the brand's social channels to help build a strong community of advocates.

Insight: Instead of telling people what the product can do, we wanted to empower the user, letting them test it out for themselves.

Idea: We gave the user the opportunity to engage with the brand and find out more about Idealia Pro. Press and social updates encouraged those affected by dark spots to sample the product, act as one of our official beauty reviewers with he chance of winning a big prize, and access the latest beauty tips direct form our experts.

Results: This all meant that we created something special, a space that continues to grow, a community of advocates who want to talk about the product and share it with their networks. Within the first month of the campaign, Facebook followers increased from 24 to 60K and demand for samples was so high that they ran out.