L'Oréal Brasil and Proximity Marketing
The main purpose of the campaign was to promote the new L’oréal
sunscreen “Solar Expertise”. Analyzing the behaviour of frequent
buyers of L’oréal sunscreen, we were able to determine that the best
places to impact those users with advertisements were beaches, clubs,
parks, drug stores and supermarkets.
The greatest challenge faced by L’oréal was to find a scalable
solution that enabled the Solar Expertise ads to reach the relevant
consumers on selected places for the mobile campaign.
Three distinct segmentations were used: GPS, who impacted users
that were in a certain distance from the specified location
Retargeting, who impacted users that were in contact with the
The In Loco segmentation, that impacted users who were in the
specific addresses that were strategic to the campaign.
Considering that the damage caused by sun exposure is well known,
buying a good sunscreen must be a habit for women who regularly
frequent parks, beaches and clubs.
From this insight came the conclusion that women who frequent these
places are way more likely to acquire a sunscreen then women who are
Still, the campaign could not be restricted to this target, because
the places where Solar Expertise is sold are also critical in
converting visits to them in sales. Because of that the action also
impacted those places.
The campaign's target audience was clearly defined: women over 18
who belonged to A, B and C income brackets and were at the set
places for the campaign in very specific times.
The campaign impacted women who fit the profile for L’oréal and,
at the same time, were in places that encouraged the sale of the
sunscreen “Solar Expertise” like parks, beaches, clubs,
supermarkets and drug stores.
The campaign was groundbreaking for taking in consideration the
context of the users. Instead of segmenting the campaign through
classic parameters like gender, age and social class, the
campaign utilized location as the quintessential parameter.
The creative strategy was based on the big idea: PROTECT THE
BEAUTY OF YOUR SKIN, we used a media strategy based on timezone
and geolocation for the contextualization of the creatives.
This was the first L’óreal ran a Solar Expertise campaign using
indoor location tech, because of this, there were no adaptations
made based on previous situtations.
The use of indoor location technology allowed the campaign to
impact only women who were in strategic places for the sale
conversion. The indoor location technology was responsible for
the success of the mobile campaign, given its great precision
(up to 3 meters).
11% of the campaign’s budget was used in mobile.
Specific creatives were created for each moment the consumer was
impacted. If she was in the beach or in a park, we delivered a
message stimulating the product's use. If she was near a sale point,
we delivered a call to action with conversion in mind, taking
consumers to the drug stores to acquire the product.
The brand was able to increase its market share during the campaigns
run time. In just 16 days, the mean CTR reached 2,65%, with 4.916.700
impressions, 129.992 clicks and 79.433 physical store visits.
The biggest surprise was the push format: it’s CTR reached 11,92%,
an impressive number for a mobile campaign.
79.433 physical store visits