BRAND:
L'ORÉAL PARIS
AWARD CATEGORY:
The Best Event with Social Media Network Impact
CAMPAIGN TIME RANGE:
1/3/2021 - 31/3/2021
CREDITS:
CASE STUDY VIDEO
STRATEGY
In Vietnam modern society, the role of women is becoming more meaningful and crucial. However, they still feel wrong to steal the spotlight and outshine men. Women are expected to play supporting role, the strength behind men’s success. This mentality is ingrained in every woman, stopping her from taking center stage and writing her own story.
As a brand that stands for empowering women’s worth, L’Oréal believes that every woman should have the right to have their own value & believe in their own sense of self-worth. L’Oréal Paris has challenged local cultural barrier by creating the change right at the common word they are called "women" - "Phụ Nữ" the two words combined gives the meaning of "supporting - female". L'Oreal introduces the new definition "Chính Nữ" - "key female", encouraging women to be the main character in their life story. This new term is not only a new way to call women but also redefine the meaning of being a woman.
Through unique, diverse & inspirational stories to empower millions of Vietnamese women to take lead in their life, the campaign has successfully inspired the community and helped L’Oreal Paris to exceed all expectations.
“Chính Nữ” became the No.1 talk-able campaign on social media and helped L’Oreal stay firmly No.1 Brand Power in Skincare and No.1 in Women Empowerment Association. L’Oreal also witnessed impressive business growth as being No.1 best-selling brand on the #1 E-Commerce site in Vietnam first time ever, and double- & triple-digit growth of sub-categories.
INSIGHT
As the No.1 Mega Beauty brand worldwide with global reputation, L’Oreal Paris was struggling in winning Vietnamese women’s hearts & mind for the last 10 years, with low awareness and lacking relevancy of 50-year-old brand platform "Women of Worth".
We saw a unique opportunity to activate the brand platform in Vietnam and making it relevant to Vietnamese women from a local cultural barrier, which is inherent yet has not been tackled deeply.
Vietnam is an emerging country, where nowadays, the role of women in society is becoming highly emphasized with huge contribution through success stories, and bold steps into the men-exclusive areas. Despite this significant accomplishment, women are only considered in supporting roles, who “make happy home while their men build the house” or known as a person behind a men's achievement. This deep-rooted mindset has been directly stopping them from shining, writing their own story, making their own decision.
CREATIVE IDEA
As a brand that stands for empowering women’s worth, L’Oréal believes that every woman should have the right to have their own value & believe in their own sense of self-worth. A brave diversity & inclusion approach that challenged local cultural barriers was created. From deep-rooted belief of women’s worth, L’Oréal Paris creates the change right at the common word they are called.
Vietnamese calls women as Phụ nữ, “Phụ” this word has two distinct meaning. While “Phụ nữ” implies a woman, “Phụ” standing alone owns the entirely different meaning of secondary or supporting.
As the word has double-meaning, when combining with the deep-rooted belief about woman, creating a misread stereotype of them in supporting role, which aren’t relevant in modern society anymore as the role of our women are being highly emphasized.
L’Oréal introduced a new definition "Chính Nữ" to completely change the meaning of Women. "Chính Nữ" means “key female”, which negates the factor "Phụ - secondary/supporting" as common understanding in Vietnamese culture. By this way, L’Oréal aims to empower millions of Vietnamese women to rightfully take lead in their life, to be free from the society typical prejudice. Chính Nữ - You’re not a supporting one in anyone’s story. You’re the main character in your own story.
CONNECTION PLAN
As a brand that stands for empowering women’s worth, L’Oréal believes that every woman should have the right to have their own value & believe in their own sense of self-worth. A brave diversity & inclusion approach that challenged local cultural barriers was created. From deep-rooted belief of women’s worth, L’Oréal Paris creates the change right at the common word they are called.
Vietnamese calls women as Phụ nữ, “Phụ” this word has two distinct meaning. While “Phụ nữ” implies a woman, “Phụ” standing alone owns the entirely different meaning of secondary or supporting.
As the word has double-meaning, when combining with the deep-rooted belief about woman, creating a misread stereotype of them in supporting role, which aren’t relevant in modern society anymore as the role of our women are being highly emphasized.
L’Oréal introduced a new definition "Chính Nữ" to completely change the meaning of Women. "Chính Nữ" means “key female”, which negates the factor "Phụ - secondary/supporting" as common understanding in Vietnamese culture. By this way, L’Oréal aims to empower millions of Vietnamese women to rightfully take lead in their life, to be free from the society typical prejudice. Chính Nữ - You’re not a supporting one in anyone’s story. You’re the main character in your own story.
OBJECTIVE-BASE KPI
NO.1 BRAND POWER IN SKINCARE WITH STRONG ASSOCIATION OF WOMEN EMPOWERMENT
+ Brand Power Score increased +1.4pts after campaign (in March) and maintain No.1 Brand Power position until the end of 2021
+ Brand TOM increased from 5 to 11 pts in March, awareness score on Brand Lift Survey is x2.2 higher than APAC benchmark.
+ Brand has Highest spontaneous awareness with “women empowerment”: 48 pts. (in HY1 2021) and able to own “brand that
NO.1 TALKABLE CAMPAIGN ON SOCIAL MEDIA AND REACHED TO MILLIONS OF VIETNAMESE WOMEN’S HEARTS
+ No. 1 talked campaign on social media across all categories (Source: Buzzmetrics – No.1 Social Listening Agency in Vietnam): 778K interaction, 216K buzz in 1 month, 47% come from earn media especially on Facebook & Community. 45% brand mentions vs. 35% (industry benchmark), sentiment score (1.0 vs. 0.91 before campaign)
+ Reach 8m people on YouTube, 7m in Facebook & high engagement rate across social platforms
- YouTube achieved 8M views in just 1 week, 36% VTR, x2 higher than reach objective benchmark, >20,000 organic share & 15% organic views (x6 vs. normal campaign)
- Facebook achieved 6.7M completed views, 183K post engagement, total engagement rate 20% (x2 FMCG benchmark), VTR of Facebook was 70% (x1.3 vs FMCG benchmark), Time of site of Video: 10s (x2 vs. historical)
- Utilize thematic asset for Ecommerce with CTR at 3.1% (x1.5 vs FMCG benchmark)
HUGE EARNED MEDIA WITH 7M IMPRESSIONS
Achieved huge earned media with, 7M impressions from 100 articles and 3,000 organic engagement from consumers (AR filter and offline activation)
NO.1 BEST-SELLING BRAND ON #1 ECOMMERCE SITE IN VIETNAM- FIRST TIME EVER. TOTAL ONLINE+ OFFLINESALE OUT DOUBLE- & TRIPLE-DIGIT GROWTH OF SUB-CATEGORIES
NO.1 BEST-SELLING SKINCARE BRAND ON SHOPEE (No.1 E-commerce site in Vietnam) & IMPRESSIVE SALES IMPACT:
+ 1st time achieved No.1 Best Seller on Shopee with impressive ROAS 717%
+ Skincare grows +100%, Haircare & Makeup grows double & triple digit despite covid impact
+ Total brand sell-out +86% vs. last year, highest sell-out period ever in the last 5 year of L’Oréal Paris Vietnam
+ Increase online business of offline channels: E-Beauty specialty online WOB (x2 times)
INCREASE SHARE IN A FRAGMENTED MARKET
MARKET SHARE & PENETRATION INCREASED IN A HIGHLY COMPETITIVE MARKET:
+ Market share increased +2.1pts, with user pool 1.3x higher vs. before campaign
+ Penetration increased 0.9%
ROI OF TOTAL CAMPAIGN: 13.0 ROI
