Trading on the spontaneity-based allure of shoppable media, L'Oreal Paris created an elaborate social media campaign for this year's Golden Globe Awards ceremony in LA, including shoppable gifs of red carpet make-up looks, created in real time.
Working with New York-based social digital agency R/GA (which co-devised L'Oreal's Intelligent Color vending machines for New York Fashion Week in 2013 – see blog post), the French beauty brand created a digital hub in New York, dubbed the 'Shoppable Social Commerce Centre'. There, a host of make-up artists, plus eight New York-based style influencers, including fashion blogger Leandra Medine (aka the Man Repeller), and French photographer Romain Laurent recreated red carpet looks from the event using L'Oreal's products.
The looks were then captured on a 360-degree video camera and distributed as shareable gifs posted on L'Oreal's Twitter, Instagram and Tumblr pages. Each post included e-commerce links to shop the looks, while paid ads on Facebook also served to drive consumers across L'Oreal's social ecosystem.
Pre-awards, L'Oreal built up content around selected versions of its classic products, such as red lipstick, so that as the gifs went live on its social media platforms, its e-commerce site was similarly populated with contextually alluring ideas.
The brand also used the considerable reach of its style influencers to extend the campaign after the ceremony. Post-show, they commented on and shared the gifs on their own Twitter and Tumblr pages.
For more on social commerce, see The Social Sell and Instagram for Retail Brands. For more on the power of buying directly from content, particularly film and TV, see Shoppable Content: Entertainment from our Anywhere Retailing Industry Trend. For more on shopping directly from social media, see Fashion Week S/S 15: Social Media & Tech.