Mobile Marketing

1. OUR CLIENT:
L´ORÈAL
Mobile Marketing Campaigns
by ANYWAY.

2. Mobile Engagement
 Applications for iPhone and Android
 L´Oréal Make up Genius
 L’ORÉAL PARiS privée
 L’ORÉAL Shade Genius
 L’ORÉAL Studio Line #TXTMYSTYLE
 L´Oréal Finance
 QR Codes
 Smartphone / tablet-optimized content
 SEO
 Display ads
 Customer Experience Design

3. L'ORÉAL Mobile focus points
SPECIALS (Why
should they
download/use
it?)
ENGAGEMENT
CUSTOMER
RETENTION
PROSPECT
ATTENTION
LIVE PRODUCT
TESTING VIA
CAMERA
NEWS AND
EVENTS
SOCIAL MEDIA
CONNECTION

4. Optimising content for all devices

5. Campaign Make Up Genius App

6. Campaign Make Up Genius App
„I want to easily try the right make up looks for me
– comfortably from home.“
Strategy
 Developing the 1st virtual high standard makeup
tester
 Using algorithms to identify faces in real-time
 Technology from Hollywood studios
 Smartphone as mirror

7. Campaign Make Up Genius App
Free – real-time results – integrated barcode scanner to
purchase favorite products – huge makeup category –
do it from home – look adapts to facial expressions

8. Campaign Make Up Genius App
Complete looks from makeup artists – Android & iOS –
31 languages – compatible with mobile and tablet –
small data – save as photo – share

9. Campaign Make Up Genius App
Results
 High attention from media
 Positive reviews on AppStore
 14 million downloads worldwide
 4.7 million in China
 Raising brand awareness

10. Campaign L'ORÉAL PARiS privée

11. Campaign L'ORÉAL PARiS privée
„As a L'ORÉAL customer, I want to constantly
receive special offers, bonus points and check
products before sales launch.“
Strategy
 It‘s all about customer retention
 Providing exclusive content
 Rewarding system for L'ORÉAL customer
 Analysing data, wants and needs

12. Campaign L'ORÉAL PARiS privée

13. Campaign L'ORÉAL PARiS privée
Free – Log in with user
name and password
– account with Beauty
Stars for purchases –
choose premiums –
exclusive tombola –
exclusive privée
makeup product

14. Campaign L'ORÉAL PARiS privée
Special beauty tests and checks – test and
review products before sales launch – customer
service – iOS and Android – receipt scanner –
share
PERSONALIZED CONTENT

15. Campaign L'ORÉAL PARiS privée
Results
 Increasing customer engagement
 More receipts handed in for bonus points
 Connection to social media
 Improving customer satisfaction
 Analysing data and providing relevant content
 Special offers
 Letting them test & review products

16. Short-term mobile campaign
 Development of
own camera filter
„Cateye“ including
brand logo on
Snapchat
 For smartphone
and tablet
 Smartphone as
mirror
 Relation to Genius
Makeup tester App

17. By ANYWAY.