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L’Oréal’s main goal was to increase the number of new consumers registered at L’Oréal Paris by personalizing the consumer experience according to their relationship with the brand as well as increasing engagement with these users. The brand sought to personalize the messages according to the type of consumer or audience.
If we show users content that matches their intents, and relationship with the brand, they will be more likely to engage with the brand.
To do this, a series of target pages were selected to showcase a message encouraging participation in a giveaway that was customized based on user type. Connecting Google Analytics 360 with Google Optimize 360 allowed for audiences to be shared.
By moving from a “one-size-fits-all” messaging strategy to an audience-centric approach, L’Oréal Paris successfully bridged the gap between consumer intent and brand action. The integration of Google Analytics 360 and Google Optimize 360 proved the hypothesis: relevancy drives action.
The campaign delivered the following impact:
