Friday, March 20, 2015

L'Oreal wants you to get your moles checked.


Most of us should be going to the dermatologist once a year to have our moles checked, and we should be encouraging our loved ones to do the same, as most skin cancer is treatable if caught early.

This new global campaign, sponsored by L'Oreal brand LaRoche-Posay encourages everyone to become "skin checkers."  They're hoping the video will become viral of course.  Take a look and see what you think.  




Will you forward this video to a friend?  Will you make a doctor's appointment today?  Will you buy L'Oreal products with sunscreen?


Mahoney, S. (2015, March 19)  L'Oreal Spotlights Dalmatians For Skin Cancer Push.  mediapost.com.  retrieved March 20, 2015, from

 

2 comments:

  1. Yes, I will refer this to a friend. Being really good is merely the first step. In order to earn word of mouth, brands need to make it safe, fun and worthwhile to overcome the social hurdles to spread the word, I feel L’Oreal is doing a great job at this.



    The reason for this is simple: To create valuable, sustainable customer relationships, great brands don’t sell customers on price and transactions – they seduce them on emotional connections. These emotional connections lead to true brand loyalty.



    Will this campaign make me make a doctors appointment? I don’t think so. What it will do though is make me think about the cause more seriously.



    Will this campaign make me buy L’Oreal sunscreen? Yes. The reason being is that L’Oreal is identifying in emotional values that differentiate themselves from other options in the marketplace and resonating with the emotional connections I have with the cause. L’Oreal understands that features and claims of efficacy should be used only to support these values.

    An additional point I would like to make that I feel will contribute to the campaign's success is the understanding L’Oreal has for long-term customer relationships. While this is a widely accepted notion, the pressure and urge to go for instant gratification and reach for top-line revenue goals is very large. In my opinion, L’Oreal has resisted the urge to chase the sale, and instead, put up a firm commitment to brand identity.

    Will

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  2. Viral? I don’t think the firm will receive viral marketing from this ad, but I do think it is a cute campaign. As far as driving sales, I think it sells a dermatologist office more than the brand. Instead of just focusing on getting checked out, they should have integrated information about how the brand’s products contain spf and other skin cancers fighting ingredients. Overall, the brand was lost in the messaging.
    Bradley

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