Painting Paris red: Discover how this beauty brand generated buzz for its new lipstick product!
It's simply because this marketing strategy embodies unparalleled creativity and unconventionality. Guerrilla marketing campaigns provide opportunities for industry professionals to impress the public, foster interaction, and evoke genuine, organic reactions. Today, let's explore another remarkable application of this unconventional strategy. Continue reading as we present a guerrilla marketing campaign that sets a brand among record-setters.
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Painting Paris red: Discover how this beauty brand generated buzz for its new lipstick product! These days, the fashion world is graced by new products each day. With such a vast collection to choose from, it becomes almost impossible for companies to stand out in the beauty and personal care market. Even L'Oréal, a giant in the beauty industry, faced the exact same problem when it launched a new product in 2023. So, what did the French beauty brand do? It painted the roads of Paris in shades of red and rouge!
In September 2023, L'Oréal was on the cusp of releasing its new Infallible Matte Resistance Lipstick to consumers. While it was clear that the product was going to be a surefire hit, L'Oréal had to come up with a way to promote its new offering in a spectacular and fabulous way. To do this, the beauty brand’s marketing team dazzled audiences by transforming the iconic streets of Paris into a canvas for its new product. Here’s how the digital guerrilla marketing stunt played out: L'Oréal filmed footage of a cute red automobile roaming around the streets of Paris with an oversized replica of the beauty brand’s Infallible Matte Resistance Lipstick.
As the vehicle moved, the lipstick appeared to streak the streets of Paris in shades of rouge and red. … BUT WAIT. Did the car leave actual marks on the roads it traveled on? The simple answer is no. Using cutting-edge computer-generated imagery (CGI), L’Oreal’s team of creatives were able to add the streaks of rouge and red on Paris’ roads during post production. So when the promotional video for the beauty brand’s new lipstick line was uploaded to Instagram, viewers were given the impression that the life-size replica of the lipstick was leaving its mark on the streets of Paris! So, was the digital guerrilla marketing stunt successful? The answer is yes! Within the first 24 hours, L’Oreal’s Instagram post that featured the campaign earned over 500,000 views. Additionally, this led to an increase of 50% in the engagement rates of the brand’s social media account. The campaign also achieved a conversion rate of 30%, with consumers positively reacting and expressing their clamor for the product. Aside from the likes and positive reception, the digital guerrilla marketing stunt helped L’Oreal achieve a 25% increase in the online sales of its Infallible Matte Resistance lipstick line. A big round of applause to L’Oreal and the team that made this stunt possible! — L’Oreal’s campaign shows how important creativity is in promoting a brand and its products especially in highly competitive markets. Some might argue that it’s almost impossible to come up with a way to promote beauty products in this day and age, but as we’ve seen with the results of L’Oreal’s campaign, there is always a way to stand out. All that’s needed is a dash of creativity, imagination, and out-of-the box thinking! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how one campaign used dogs to attack bias against Down Syndrome kids in Russia in 2015? See it in next week’s article! |
