L'Oreal recently wrapped up a month-long college campus tour designed to allow students to try its Go 360 Clean deep facial cleansing collection. The cosmetics/beauty marketer left plenty of branding behind to remind students to go buy its products — full-size product samples, branded terrycloth headbands, water bottles and shorts for yoga class, as well as appreciation cards with $1 off purchase.
One unique component was a branded viral wake-up call. “The main objective was to build upon the awareness, well beyond the footprint of the event, that would resonate with the target,” says Jennifer Paganini, assistant vice president of consumer promotions for L'Oreal Paris. “The message was customized with the Go 360 jingle and had some subtle branding. We wanted it to be a part of their everyday early morning routine.”
The plan worked. At press time, some 100 to 200 calls were still being requested per day per campus. “Students could text friends with a link to download and register for the wake-up call,” she says. “Everything we tried to do to layer on to the sampling was to stay in their world far beyond our two days on campus.”
