L'Oréal Canada managed to increase the efficiency of brand awareness by 1,68 times. This occurred shortly after the multinational invested heavily in YouTube campaigns on connected TV. With this strategy, the company increased the exposure of its 40 brands in the country without, however, having to surrender to traditional TV.
Just to inform you, connected TV, also called by the acronym CTV, is how televisions that have an internet connection are defined and which, therefore, can stream videos from YouTube and other platforms such as Netflix, Prime Vídeo and Apple TV Plus , for example.
In this context, L'Oreál took advantage of the fact that connected TV is widespread in Canada to create and publish advertising on the largest video platform today, which is YouTube, which has 1,9 billion viewers, approximately 23% of the total number of inhabitants on the planet. Learn more about this success story below!
L'ORÉAL CANADA HISTORY
L'Oréal is a French multinational founded in 1909. Over its 115 years of existence, it has expanded to 130 countries, where it now has more than 67.000 employees of 100 nationalities. This battalion of employees works in the company's 42 factories and 290 subsidiaries in France, Brazil, USA, China and Canada and elsewhere.
Established in 1958, L'Oréal Canada is one of the most successful L'Oréal subsidiaries in the world. It has more than 1.400 employees from 82 nationalities who manufacture, manage, publicize, market and distribute products from 40 of the company's brands in the land of lumberjacks.
To give you an idea of the power of L'Oréal Canada, just consider that its factory located in Montreal produced more than 195 million units of hair, skin, and styling products in 2023 alone. In the same year, the multinational's Distribution Center in the country received more than 735 orders, 425 of which were from e-commerce.
Still, the company's directors were not satisfied. They aimed to further increase sales, distribution and revenue at the multinational's headquarters in Canada. To do this, they used a new method of advertising on televisions, connected TV, and the largest video platform on the planet, YouTube. Keep reading to find out more!
THE L'ORÉAL CANADA PROJECT ON YOUTUBE
L'Oréal Canada's project consisted of promoting its brands on YouTube. The idea was to reinforce awareness of the company's brands among the public and, in this way, generate a greater volume of orders and sales, increasing the company's revenue. Find out below how this project was put into practice!
SOLUTIONS
The solution found by L'Oréal Canada was to leverage the fact that 17 million people use CTV in the country to run campaigns using YouTube on connected TVs. This solution allowed the company to directly target the 18-34 age group, known as the "cord cutters" in reference to their tendency to more easily detach themselves from status quo media such as traditional TV.
Thus, the multinational began to promote its ammonia-free hair dye, Garnier Olia, through this solution. Later, upon realizing that consumers were 3 times more likely to look for this item, the company started to use the same strategy to promote other brands. The results were excellent, check it out in the next topic!
RESULTS OF THE L'OREAL CANADA PROJECT ON YOUTUBE
Through advertising campaigns via YouTube on connected TV, L'Oréal Canada obtained:
- 21% more cost-effective to generate ad recall;
- 68% more cost-effective to increase awareness.
With the success of the initial campaigns, L'Oréal Canada increased investment in the Youtube solution on connected TV by 700% (8 times) last year. As you can see, this is a powerful resource for those who want to promote products in retail, especially e-commerce products. We strongly recommend using it.
HOW TO PROMOTE YOUR E-COMMERCE ON YOUTUBE?
To promote your e-commerce business on YouTube or any other Google media platform, rely on the support of e-Plus Agency. e-Plus Agency is Google Ads certified and holds the Google Partner Premier badge, attesting to its position among the top 3% of partner agencies capable of promoting products online for businesses like yours. e-Plus Agency can create, test, optimize, evolve, scale, and manage campaigns to promote your products and brand on YouTube, Google Search, the Display Network, and other channels.
With more than 10 years of history, the e-Plus Agency has carried out more than 400 e-commerce and Digital Marketing projects for companies such as Pirelli and Xerox in Portugal, Spain, Costa Rica, Ecuador, Colombia, Argentina and Brazil, among other countries. You can also hire from anywhere in the world. To do this, click the following button and start a conversation via the messenger app right now:
