L’Oréal Paris

Maximising coverage for an A list celebrity campaign

CHALLENGE

When L’Oréal Paris launched a new partnership with the Prince’s Trust we knew there would be a fantastic opportunity for our client to benefit from some fantastic pictures of A list celebrities. The hard bit would be making sure that the pictures of the event were used as widely as possible and the media didn’t forget to mention L’Oréal!

APPROACH

We identified the titles who we thought would be most interested and flagged up the key names and the nature of the campaign to ensure maximum coverage. Luckily the photo shoot was one of the first to include pictures of Cheryl Tweedy complete with pregnant bump. For most newspaper, magazine and website picture editors that was a picture that was too good to resist.

IMPACT

We hit the front pages of key print and online titles, trended on Twitter and secured a ten-minute slot on the BBC News Channel. What was even better as far as L’Oréal were concerned was that all coverage prominently mentioned L’Oréal’s commitment to helping young people and promoting a responsible image of beauty.