Case study

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Case study Drive to web campaign by LOréal
Paris International Womens Day campaign
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Introduction
From February 23rd to March 8th, LOreal
conducted a drive to web campaign across Canada
to promote International Womens Day on March
8th. The campaign, consisted of sending e-cards
to the women that matter in your life. LOréal
made a donation to the Canadian Womens
Foundation for each e-card sent. The campaign was
executed through television, newspaper,
magazines, outdoor and on the Internet. This
study will compare the results generated on the
web site and the amount of cards sent, by medium.
This study is only based on results and doesnt
evaluate the impact of the campaign in terms of
awareness for the brand.
Home page of LorealParis.ca web site
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Media selection

• Traffic on the LOreal International Womens Day
  section was generated by four distinctive
  channels of communication.
• A Newsletter from LOreals database (160 000)
  which was linked to
• LOréals IWD section
• Traditional campaign brought people to the
  LOreal web site where a
• pop up appeared linked to IWD section.
• Loreal web site traffic
• And the Banner campaign on the Internet, link to
  LOréal IWD section

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Media plan
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TV creatives
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Magazine Newspaper creatives
7
Post card creative
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Outdoor creatives
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Newsletter creative
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Web creatives (including results)
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Web creatives (including results)
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Web creatives (including results)
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Amount of visitors and page views on IWD web site
TV, print
E-mail
Web campaign
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Amount of unique visitors on IWD web site
Traditionnal campaign
E-mail
Web campaign
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Campaign results
Amount of cards sent
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Campaing results
Direct entries on the web site excluding e-mail
and web campaign operations
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Results (viral marketing by medium)
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Conclusion

• The banner campaign over the Internet, which
  represents 7 of the media spent, generated 48
  of the campaign results. It represents an average
  media investment of 1,80 per card sent.
• The Newsletter sent from the LOreal database
  (160 000) generated 33 of the campaign results
• Traditional campaign and traffic from Loreal web
  site users, generated 19 of the campaign
  results
• Traditional media which represent 93 of the
  media spent, generated 13 of the campaign
  results. It represents an average media
  investment over 100 per card sent.