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Bloggers Battle | Elogia - Portugal | SMO 2011
Client
L’ORÉAL PROFESSIONNEL
PORTUGAL
Service
SOCIAL MEDIA
Target
Men and Women in Portugal
Objectives
Increase Brand Awareness and Reputation
Period
17 a 24 de October, 2011
http://www.facebook.com/lorealprofessionnelportugal
WHAT IS A FASHION BLOGGERS…?
“A Fashion Blogger is someone who covers many things such as
specific items of clothing and accessories, trends in various apparel
markets (haute couture, prêt-à-porter, etc.), celebrity fashion choices
and street fashion trends.”
@ Wikipedia
PORTUGAL FASHION BLOGGERS ACTIVITY
50 Fashion Blogs
70.000 Visits/Day
+25% Visits in 2010 vs. 2009
@	
  Marktest	
  
Site Jornal Noticias
(top-medium newspaper)
21.000 Visits/Day
LETS MAKE A VIRAL MARKETING CAMPAIGN…
THE 4 B.B MAIN GOALS
• Reinforce LP as a Fashion & Trend brand
• Expand the number of people in contact with the brand activity (Special
focus on Young tribe)
• Gain the consideration of very influence Opinion Makers & present them DIA
• Increase the number of Facebook Fans
BLOGGERS SELECTION…?
Visits/Day
Style	
  it	
  Up 2.000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Carmo	
  Avant	
  Chanel 3.000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Stylista 5.000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Pure	
  Lovers 6.000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
The	
  Stiletto	
  Effect 7.000	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
A	
  Picoca	
  mais	
  Doce 25.000	
  	
  	
  	
  	
  	
  	
  	
  
Total 48.000	
  	
  	
  	
  	
  	
  	
  	
  
• Young people that love Fashion & Beauty
• Respected & Independent Opinion Makers
• With succeeded Professional lives
@	
  SiteMeter	
  
THE BEGINNING…
The 6 Candidates arrived into LP Lisbon
Academy
The Makeover was proposed by the Bloggers
in collaboration with Carlos Gago (LP
Portugal Ambassador) who advised on the
best hairstyle for each candidate.
… & AFTER 1 DAY OF WORK AND CRIATIVITY
CANDIDATES MAKEOVER IS READY…
CANDIDATES MAKEOVER IS READY…
IS TIME TO GO ONLINE…
Specific TAB @
L’Oréal Professionnel
Facebook
1.
(fangate)
2.
(contest)
VOTE THE LOOKS…
Where fans can:
• Know more about the transformation process
• See the Before/After images
• Vote the look that they like the most
Contest
Blogger profile
Final results
CREATE TRAFFIC THROUGH BLOGGERS SITES…
Completely for
FREE…
A DIA MOMENT…
Opportunity to present DIA to
Bloggers & Candidates
All the transformations made
with DIA Light or Richesse.
RESULTS & ROI
RESULTS PER BLOGGER
Blog Clicks Votos
A	
  pipoca	
  mais	
  doce 3.508 3.140
Stylista 895 890
Carmo	
  Avant	
  Chanel 187 1.212
Stilleto	
  Effect 183 1.375
Style	
  it	
  up 133 453
Pure	
  Lovers 240 1.890
5.146 8.960
Different targeted links for measuring statics for each blogger.
NEW FRIEND PER DAY @ FACEBOOK LP
3601
4019
1986
758
425 353 412 258
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Dia	
  1 Dia	
  2 Dia	
  3 Dia	
  4 Dia	
  5 Dia	
  6 Dia	
  7 Dia	
  8
Fãs	
  novos	
  por	
  dia
Dia	
  17	
  (20h) Dia	
  24	
  (20h) ∆
12.135 23.862 11.727
TIME	
  LINE	
  
Invite	
  Bloggers	
  
1st	
  Teaser	
  	
  
@	
  LP	
  
Facebook	
  
Bloggers	
  Ba:le	
  
Facebook	
  Fans:	
  
Date:	
   17/10	
   24/10	
  7/10	
  1/10	
  
+13.000	
  New	
  Facebook	
  Fans,	
  in	
  7	
  Days	
  
9.000	
   10.000	
   11.000	
   24.000	
  
Frederico Carvalho
Creative & Social Media Director
frederico.carvalho@elogia.net
José Magro
CEO
jose.magro@elogia.net
Patrícia Nunes
Client Service Director
patricia.nunes@elogia.net
CONTACTOS :
www.elogia.netAv. A.A.Aguiar, 5 – 5o.d, Lisboa
Frederico Carvalho
Creative & Social Media Director
frederico.carvalho@elogia.net
Nuno Lourenço
Project Manager
nuno.lourenco@elogia.net
SOCIAL	
  MEDIA	
  PORTUGAL	
  
Bloggers Battle | Elogia - Portugal | SMO 2011

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Bloggers Battle | Elogia - Portugal | SMO 2011

  • 2. Client L’ORÉAL PROFESSIONNEL PORTUGAL Service SOCIAL MEDIA Target Men and Women in Portugal Objectives Increase Brand Awareness and Reputation Period 17 a 24 de October, 2011
  • 4. WHAT IS A FASHION BLOGGERS…? “A Fashion Blogger is someone who covers many things such as specific items of clothing and accessories, trends in various apparel markets (haute couture, prêt-à-porter, etc.), celebrity fashion choices and street fashion trends.” @ Wikipedia
  • 5. PORTUGAL FASHION BLOGGERS ACTIVITY 50 Fashion Blogs 70.000 Visits/Day +25% Visits in 2010 vs. 2009 @  Marktest   Site Jornal Noticias (top-medium newspaper) 21.000 Visits/Day
  • 6. LETS MAKE A VIRAL MARKETING CAMPAIGN…
  • 7. THE 4 B.B MAIN GOALS • Reinforce LP as a Fashion & Trend brand • Expand the number of people in contact with the brand activity (Special focus on Young tribe) • Gain the consideration of very influence Opinion Makers & present them DIA • Increase the number of Facebook Fans
  • 8. BLOGGERS SELECTION…? Visits/Day Style  it  Up 2.000                       Carmo  Avant  Chanel 3.000                       Stylista 5.000                       Pure  Lovers 6.000                       The  Stiletto  Effect 7.000                       A  Picoca  mais  Doce 25.000                 Total 48.000                 • Young people that love Fashion & Beauty • Respected & Independent Opinion Makers • With succeeded Professional lives @  SiteMeter  
  • 9. THE BEGINNING… The 6 Candidates arrived into LP Lisbon Academy The Makeover was proposed by the Bloggers in collaboration with Carlos Gago (LP Portugal Ambassador) who advised on the best hairstyle for each candidate.
  • 10. … & AFTER 1 DAY OF WORK AND CRIATIVITY
  • 13. IS TIME TO GO ONLINE… Specific TAB @ L’Oréal Professionnel Facebook 1. (fangate) 2. (contest)
  • 14. VOTE THE LOOKS… Where fans can: • Know more about the transformation process • See the Before/After images • Vote the look that they like the most Contest Blogger profile Final results
  • 15. CREATE TRAFFIC THROUGH BLOGGERS SITES… Completely for FREE…
  • 16. A DIA MOMENT… Opportunity to present DIA to Bloggers & Candidates All the transformations made with DIA Light or Richesse.
  • 18. RESULTS PER BLOGGER Blog Clicks Votos A  pipoca  mais  doce 3.508 3.140 Stylista 895 890 Carmo  Avant  Chanel 187 1.212 Stilleto  Effect 183 1.375 Style  it  up 133 453 Pure  Lovers 240 1.890 5.146 8.960 Different targeted links for measuring statics for each blogger.
  • 19. NEW FRIEND PER DAY @ FACEBOOK LP 3601 4019 1986 758 425 353 412 258 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Dia  1 Dia  2 Dia  3 Dia  4 Dia  5 Dia  6 Dia  7 Dia  8 Fãs  novos  por  dia Dia  17  (20h) Dia  24  (20h) ∆ 12.135 23.862 11.727
  • 20. TIME  LINE   Invite  Bloggers   1st  Teaser     @  LP   Facebook   Bloggers  Ba:le   Facebook  Fans:   Date:   17/10   24/10  7/10  1/10   +13.000  New  Facebook  Fans,  in  7  Days   9.000   10.000   11.000   24.000  
  • 21. Frederico Carvalho Creative & Social Media Director frederico.carvalho@elogia.net José Magro CEO jose.magro@elogia.net Patrícia Nunes Client Service Director patricia.nunes@elogia.net CONTACTOS : www.elogia.netAv. A.A.Aguiar, 5 – 5o.d, Lisboa Frederico Carvalho Creative & Social Media Director frederico.carvalho@elogia.net Nuno Lourenço Project Manager nuno.lourenco@elogia.net SOCIAL  MEDIA  PORTUGAL