For the introduction of Panoramic Curl mascara in the Netherlands, it focused strongly on both online and offline marketing efforts to achieve high impact branding and to stimulate direct trial. Consumers could order their personalized icecards via the L’Oreal website. Randomly sampling a premium as an incentive made the campaign more special



CAMPAIGN FACTS

• Online: 38,000 unique visitors / 159,000 pageviews
• Offline: 6,000 consumer activations / 94,000 cards impressions
• Database: 6,000 records

OBJECTIVES AND TARGET GROUP
•  Reach a target group of young girls between 12 – 18 years old
•  Create sympathy and high impact branding
•  Generate store traffic
•  Generate user data profiles
•  Trigger for online campaign and website
•  Gather consumer insights in buying behavior

CAMPAIGN SET UP
L’Oreal Paris ran a campaign of 6,000 sets with 200 samples of the Panoramic Curl mascara. To promote the campaign to the target group and to create awareness about the new product introduction links on www.loreal.com, www.icecards.com, and a banner campaign were used.

In order to attract the relatively young target group, the icecards were called L’Oreal flirt cards. After ordering, consumers received their free flirt cards within two weeks at home. When they handed the cards to their friends the brand was promoted very personally. In addition, out of all consumers who ordered, 200 were randomly selected and received a sample of the Panoramic Curl mascara, directly stimulating trial, and providing insights when afterwards a conductive research was conducted.

CAMPAIGN RESULTS
Consumers valued the L’Oreal flirt cards highly. Within a month all 6,000 sets were ordered and distributed. The campaign generated a high amount of web traffic, resulting in 38,536 unique visitors.


75% of the users represented the age group of 12 – 25 years, with an average of 23 years, peak lying at 15 years. Moreover, 87% of the users were female, which is in line with the target group. The optin rate of this campaign was also very satisfying, with a percentage of 35%. 2.120 consumers opted in for more information/offers from L’Oreal.