The five campaigns will promote six fragrance brands – Armani, Cacharel, Diesel, Lancômel, Ralph Lauren and Yves Saint Laurent – and will run for five days. On each day of the campaign a new fragrance brand will take over the YouTube home page in the UK, France, Italy, Spain and Germany. Each will promote its own campaign message.
L’Oréal is working with creative agency Fred & Farid and media agency ZenithOptimedia on the campaign. YouTube and ZenithOptimedia will track the effectiveness of the campaign and how it improves brand engagement.
Earlier this year, Google and L’Oréal formed a tie-up aimed at boosting the latter’s digital strategy. The joint business plan focuses on four key areas, one of which is increasing its online video.
Other areas include research and education, and access to beta versions of Google’s new products.
Shuvo Saha, leader of FCMG at Google UK, said, “By choosing YouTube during this critical period in the run-up to Christmas to promote five campaigns over five days in five countries, L’Oréal is investing in the power, reach and effectiveness of online video.”
