UM Puerto Rico Develops New Approach to Reach L’Oréal Paris Consumers
To combat Puerto Rico’s recession and price war in the beauty category, UM Puerto Rico and McCann’s Beauty Team in San Juan joined forces to create an interactive solution for L’Oréal Paris that would drive numbers and educate consumers on the added value of investing in L’Oréal Paris products.
58% of women mobile users on the island— L’Oréal’s target audience—utilize WhatsApp, a cross-platform messaging app. Understanding the target’s preference for a personable, shopping experience, UM created “Chic Chat,” a free service via WhatsApp, that provides direct access to L’Oréal Paris beauty experts for customers – while they are shopping! When using the service, beauty experts give product advice, beauty tips, and help in making purchasing decisions.
- Chic Chat helped L’Oréal Paris increase sales by 3% across all brand categories compared to the previous year.
- Most of the women who contacted Chic Chat said they were going to buy the product or products recommended during the chat. And, 17% wrote back and sent pictures!
- The program was 90% more affordable and cost-effective than previous efforts to mobilize experts.
- Chic Chat was able to impact 100% of stores.
Chic Chat has received several honors including the Gold for Best Engagement Strategy and a Bronze for Best Use of Mobile at the Festival of Media LatAm; a Bronze in the mobile category at the Cuspide Festival; and Best Use of Mobile Platforms at the SME Digital Forum Awards.
- ReviveHealth Focuses on Everyday Champions - Published on 02/09/2018
- MullenLowe and Gordon’s Gin Change the Face of Train Delays - Published on 02/08/2018
- R/GA Joins the Fight Against Malaria - Published on 02/08/2018
- FCB New Zealand Creatively Discourages Excessive Drinking - Published on 02/07/2018
- MullenLowe London Celebrates Heart Research - Published on 02/07/2018
- Mullen Lintas Celebrates Modern Indian Women in Nykaa Campaign - Published on 02/05/2018
- FCB Ulka and Horlicks Ease Exam Stress for Students - Published on 02/05/2018
- Burger King Brand Invites An Army Of Clowns To Celebrate Halloween - Published on 02/05/2018
- Lowe Lintas and Unilever Partner on Sanitation-Focused Work - Published on 01/31/2018
- The Martin Agency and Land O’Lakes Create Custom Crafted Set in New Work - Published on 01/29/2018