United States   |  2022

NYX Marketing & Communication Awards (Marcom) Gold Winner Winner

L’Oréal Professionnel – Metal Detox Campaign

Entrant Company

Agency Guacamole

Category

Content Marketing Strategy (NEW)

Client's Name

L’Oréal Professionnel

Sub-Category

Influencer Marketing (NEW)

Experience Level

Agency

To launch its newest innovation in professional hair care, Metal Detox—a first-of-its-kind system to detox metals from hair fibers—L’Oréal Professionnel partnered with Agency Guacamole to amplify the product presence through a strategic influencer campaign focused on the professional hair industry. The strategy behind the campaign was to build out a group of professional hair influencers and content creators with a strong presence to educate and provide awareness of the new Metal Detox collection through their expertise. When sourcing, we looked for pros in the industry, specifically colorists, with good engagement and a pro-focused audience that included those familiar with L’Oréal Professionnel but also those who may be new to the brand. The product’s versatility allowed us to target all hair professionals. To further create brand awareness, but with a slight crossover to the consumer community as opposed to just the pro community, we partnered with pro colorist, content creator/macro-influencer, Brad Mondo (18.1M combined social followers). Brad had previously discussed the issue of hard water on hair in his existing content—which the product line can address--leading to a genuine partnership that allowed us to add an element of crossover between the pro and consumer audiences. The campaign featuring hair creators and brand ambassadors was a huge success resulting in almost 3M people reached across social, 5.4M video views and 2.8M impressions. Top Performing Content: o Brad (966.6k Views As Of 1/27/22)

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Entrant Company

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Sub Category

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Sub Category

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Sub Category

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Evergreen Podcasts

Sub Category

Sports