L'Oreal: The rise of 'Big Sister' marketing

Geoffrey Precourt

This report from the IAB MIXX conference discusses L'Oréal's move away from 'Big Brother' advertising that forces information on consumers towards a 'Big Sister' approach grounded in 'benevolent tech' that enables brand loyalists and new customers alike to engage with products on their terms.

L'Oréal: The rise of 'Big Sister' marketing

Geoffrey Precourt Warc

The L'Oréal marketing department has been riding a wave of digital enthusiasm. In October 2011 its 'How Do You Judge a Book' video for the Dermablend make-up brand went viral. Ever since, the talk within the organization is how it can harness that low-investment/high-return potential.

"We broke through the clutter with engaging creative," Marc Speichert, L'Oréal USA CMO, told the 10th-annual Interactive Advertising Bureau (IAB) MIXX Conference. "The power of video to connect emotionally with people opened new audience segments and grew the business."

Photo: Doug Goodman...

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