“We were challenged by the brand team to do this in a way that was disruptive rather than just reverting to the formula of before and after, side-by-side comparisons with a dermatologist,” said Lynn Chinnock, group account director at McCann Melbourne, in an exclusive interview with WARC. (For more, read WARC’s report: How L’Oréal boosted sales 44% in Australia with one campaign.)
Using a relatable Australian woman, called Kate, the campaign showed a side-by-side comparison of laser resurfacing versus the use of L’Oréal’s Revitalift Laser X3 cream over a four week period.
Authenticity and transparency were of the utmost importance to the campaign and the selection of talent was particularly important in this regard.
“In the past, we’ve had the proven results – we’re number one in anti-ageing – but when we talk to our products, it’s often science-led or based on statistics such as the percentage of wrinkles reduced in four weeks. Actually being able to visually show that comparison, and to go up against an actual laser treatment, is something that is quite game and in your face,” said Tim Plant, marketing manager for the brand in Australia.
Using the brand’s social media channels, Australian consumers watched the experiment unfold week by week. At the end of the experiment, Kate appeared on a live infomercial to discuss the results.
The conclusion was that the L’Oréal cream delivered the same, if not better, results than the expensive and painful laser treatment. The campaign would eventually deliver a 44% sales uplift for the product and the strategy has been adopted in other markets.
“We tried to make this really relevant to Australians with Kate, a woman who is relatable and reflective of Australian women. It was important to tell her story in an authentic and real way and be quite sensitive in that respect. The team was amazing in instilling confidence in her and letting the product tell the story,” Chinnock said.
“It’s not often that you get to create ideas that go global. The fact that this idea has been taken to other markets, successfully executed and delivering the same kind of business results, is fantastic,” she added.
Sourced from WARC