CASE STUDY:
L’Oréal joined with Buddy Media to provide partner salons access to the Buddy Media social marketing suite to enable them to enhance their Facebook Pages and grow their businesses via social media.
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OBJECTIVE
L’Oréal aimed to increase sales of its products at salons nationwide, deepen loyalty among salons, and drive business in a weak economy.
STRATEGY + EXECUTION
L’Oréal provided more than 5,000 salons with access to the Buddy Media social marketing suite, which gave them a set of tools to enhance their Facebook Pages and allowed L’Oréal to measure traction and furnish content for all its salon locations. Features that salons could launch on their Facebook Pages included dynamic how-to videos, an appointment-booking engine and information about L’Oréal products.
L’Oréal has also supplied salons with educational resources and offline education about the power of social marketing, including a how-to guide on Facebook marketing, as well as a $25 advertising credit for each of its salons.
RESULTS
L’Oréal’s nationwide salon Facebook program provided it with access to a valuable consumer audience and simultaneously created brand awareness for and engagement with each Professional Products Division brand. The program received an estimated 21 million impressions and 2.2 million engagements. By end of year, it is expected to exceed more than 6,000 salons and reach approximately 1.7 million clients.
Some salons are seeing gross sales increase by more than $4,000 from just one promotion. Additionally, salons experienced a great improvement in online bookings, as well as the ability to listen to customers’ wants, needs and opinions through Facebook Wall Posts, Comments and Shares.
"Social media has transformed the way we leverage brand awareness and loyalty to drive growth."
– Kelly Soloman, VP Interactive, Cosmetics Division, L’Oréal
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