L’Oréal Professionnel has launched a digital salon providing its customers with a one-stop solution for all hair care needs. Ranging from personalised consultation from experts to doorstep delivery of L’Oreal Professionnel products, it caters to all your hair needs. The brand is promoting this new service through a plethora of influencers on Instagram with #ExpertCareDeliveredHome.
Influencer marketing has become a go-to aspect of any brand communication these days. However, L’Oréal Professionnel has taken this route differently. The influencers raise awareness about the new service and also show how we can avail of it.
All the influencers follow the same script— they show the product, then in a flashback show us how they got it, and then back to the present they show how it has worked for their hair. But their demonstration of how they ordered the products online is crucial as it guides the customers on how they can most of the ‘digital salon’.
The brand has onboarded a whole host of female influencers— from celebrities to micro-influencers— for the campaign. The choice of influencers makes the difference in an influencer campaign as not having the right mix can lead to a lot of spillage on social media. Apart from popular names such as Krystle D’souza, Sonam Bajwa, Kriti Kharbanda, and Tridha Choudhury, they have also on-boarded influencers from different geographical regions. With this, the brand has managed to reach out to a much wider audience.
For example, Ritu Varma is a popular Tamil and Telugu actress and enjoys a massive following on Instagram. She draws the audience from those geographical areas.
Esha Kansara, a television actress, has also acted in Gujarati films in the past.
Bhakti Kubavat also hails from the Gujarati film industry.
The micro-influencers also hail from different regions. However, most of them share the same interests— fashion and beauty. While the brand has maximised on their huge follower list, by choosing influencers from these areas of interest they have ensured that they target their posts to the right audience—those who are interested in beauty and self-care products.
According to the data provided by content marketing agency Sheeko, the influencer-driven campaign has reached over 8 million people in a media value pegged around Rs 80 lakh.
Sheeko Brandscore graph of the brand’s performance on Instagram over one year:
L’Oréal Professionnel’s service holds special significance in today’s time when the pandemic has made people wary of visiting salons. Each of the influencers has highlighted this factor in their posts as it is an important aspect that people consider in the current scenario.
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