L'Oréal plays out data-driven target groups with various branding campaigns

In the Netherlands, the average age for skin care products from L'Oreal is around 50. With a recently launched campaign for L'Oréal Paris Sugar Scrubs, the company now addressed a younger target group - in the hope of retaining them in their later years. Google data was used to determine target group information, which was then used to analyze the behavior of potential customers. This gave the company data on interests and preferences in areas it had not previously considered, according to a blog post. These include comedy, food, gaming and movies.

Based on these characteristics, creative assets relevant to specific target groups were created. Starting with one video asset, the team created twelve additional versions with different texts and voiceovers. The respective advertising messages of the videos could be used to address specific target group segments that the team had identified via Google data. For example, the title of a creative for music lovers is "99 problems, and your skin is one?" - based on Jay-Z's song "99 Problems.

The campaign was run with TrueView video ads on YouTube. L'Oréal used affinity segments, categories, keywords, and custom shared interests for targeting.

According to Google, the campaign was a complete success. Studies of the ad's impact on brand awareness showed a 144 percent increase in product interest, a 109 percent increase in brand interest and a 30 percent increase in purchase intent. In total, the campaign reached over one million users. The view-through rate was 44 percent - in the Netherlands it averages 25 percent. (hae)