1. Case study “Drive to web” campaign by L’Oréal Paris International Women’s Day campaign

2. 2 Introduction From February 23rd to March 8th, L’Oreal conducted a drive to web campaign across Canada to promote International Women’s Day on March 8th. The campaign, consisted of sending e- cards to “the women that matter in your life”. L’Oréal made a donation to the Canadian Women’s 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 doesn’t evaluate the impact of the campaign in terms of awareness for the brand. Home page of LorealParis.ca web site

3. 3 Media selection Traffic on the L’Oreal International Women’s Day section was generated by four distinctive channels of communication.  A Newsletter from L’Oreal’s database (160 000) which was linked to L’Oréal’s IWD section  Traditional campaign brought people to the L’Oreal web site where a pop up appeared linked to IWD section.  L’oreal web site traffic  And the Banner campaign on the Internet, link to L’Oréal IWD section

4. 4 Media plan

5. 5 TV creatives

6. 6 Magazine & Newspaper creatives

7. 7 Post card creative

8. 8 Outdoor creatives

9. 9 Newsletter creative

10. 10 Web creatives (including results)

11. 11 Web creatives (including results)

12. 12 Web creatives (including results)

13. 13 Amount of visitors and page views on IWD web site Web campaign TV, print… E-mail

14. 14 Amount of unique visitors on IWD web site DaysVisitorsUnique visitors 23 février4342 24 février268266 25 février271266 26 février1 0741047 27 février1 2221 203 28 février1 6611 618 1 mars1 5231499 2 mars1 9621 912 3 mars8 5168303 4 mars13 88613459 5 mars17 41416817 6 mars20 27119637 7 mars33 83932628 8 mars19 72719104 9 mars4 8014662 Totals126 478104 360 Traditionnal campaign E-mail Web campaign

15. 15 Campaign results Amount of cards sent

16. 16 Campaing results Direct entries on the web site excluding e-mail and web campaign operations

17. 17 Results (viral marketing by medium)

18. 18 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 L’Oreal database (160 000) generated 33% of the campaign results  Traditional campaign and traffic from L’oreal 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.