#mavericksindigital: 2015’s first dose of RTM, this time by L’Oreal
Girls, it’s shopping time. L’Oreal kicked off the New Year in style at the recent Golden Globes held on January 11, 2015 in Los Angeles.
In another effort to push the discourse around RTM (Real-time Marketing), L’Oreal decided to set up a digital hub, something they tagged as their “shoppable social commerce center” in New York, a mere 3,000 miles from where the Golden Globes was being held.
We all know that high profile marquee fashion and entertainment events like The Oscars, The Golden Globes and The VMA’s are both an inspiration for fans to get a sneak peak into the looks and styles of their favourite celebrities and a goldmine for brands to get in front and influence these engaged consumers.
L’Oreal wanted to capitalise on this while also taking it a bit further. The L’Oreal social team and its agency partnered with eight influential stylists and five top models to pump out real-time social content during the airing of the show’s broadcast. As a new celebrity walked up the red carpet, the social team recreated in real-time the makeup looks and quickly turned these into images that were immediately uploaded to L’Oreal’s Twitter, Instagram and Tumblr accounts each embedded with e-commerce links to shop and buy the look.
According to L’Oreal, they look at these awards shows as their very own Super Bowl. In a statement from one of the members of the social team, she said, “We have a huge amount of work that we’ve already done, but our primary thing is that we want to be flexible and capture those special moments throughout the night.”
During last year’s Golden Globes campaign, L’Oreal featured the hashtag #LorealParisLive which ended up producing 21.8 million impressions, 234,000 brand engagements and dominated around 80 per cent of brand buzz surrounding beauty on Twitter.
This shift towards a more real-time way of marketing and understanding consumers is making its presence felt in Asia as well. In November, Grey Digital in Kuala Lumpur launched a Real Time Marketing Command Center they are calling REALM that they hope to pull in real-time insights.
And on the brand side, it was reported in September that MasterCard in Indonesia had invested USD10 million into what they are calling “The Priceless Engine”. This will be a system that integrates real-time consumer sentiment, trends, social conversations, and engagement which finally translates these findings into meaningful feedback in the form of new content ideas, new influencers to partner with and new campaign ideas.
And when it comes to social commerce, China has probably been at the forefront in this region with the best example probably coming from WeChat. The popular messaging app sold 388 vehicles in less than three minutes at the Beijing auto show back in 2012.
To date, a lot of the RTM activities have come from the US or Europe, but moving forward I think we will start to see more creative uses of RTM and social enabled e-commerce in Asia as brands increase their attention and spend in digital and become more brave in the work they want to do.
