Generating New Leads and UGC + Increasing AOV and Loyalty

About

L’Oréal is one of the world’s leading beauty brand, bringing an extensive range of products from make-up to haircare and skincare for both men and women. Biotherm as a part of L’Oréal is a beauty brand that men and women rely on for quality skincare that moisturises, exfoliates, clarifies and hydrates.

Key results

The challenge

• On Instagram, the brand is tied to a global page, which did not allow segmentation of the audience by region and made it difficult to create a community of brand advocates.
• No clear and easy way to organize, collect and use user-generated content
• Engagement levels on Facebook and Instagram were extremely low, despite having a high follower count

Solution

• Biotherm used Spitche to launch an ambassador program to identify ambassadors using paid ads on Instagram and attract an audience from a specific region.
• They provided selection of rewards, based on the audience’s preferences and with reference to regional holidays.
• They rewarded the most active consumers with product samples, which the consumers then created content about.

“Our ambition with Spitche was to grow our database, improve our audience targeting and improve our ranking on the L’Oreal Digital Brand Pulse Index. After 6 months, 70% of our fan base were new contacts, our social ads targeting performed above our average performance and our Index also grew. Mission accomplished! It also showed us that our community is eager to show more love for our brand, and Canada is now one of the leading countries in engagement on our global social account.”

Laurent Dubois,

Ecommerce Lead of L’Oréal, Biotherm Canada