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L’Oreal launches data campaign
Dec 21 2011, 16:51 PM
The importance of quality data in modern marketing has been highlighted by a recent campaign by L’Oreal.
The new campaign will combine social media marketing with a direct mail component aimed at rewarding customers for the information they provide the company. Half a million leaflets have been distributed this week promoting Lorealinsider.co.uk in an attempt to increase website conversion.
Visitors to the site are encouraged to register their details, which can be done via Facebook, and then provide additional information, such as style preferences and types of products they like, in exchange for product samples and voucher reward schemes.
According to E Consultancy, "people can then apply for free samples, read reviews and expert advice, print money-off vouchers for a range of L'Oreal products, as well as enter competitions".
L'Oreal has been at the forefront of good data management for some time, recognising its importance in getting to know the customer. Competitions in the past have required users to sign up to L'Oreal Insider, which looks to be establishing itself as a dominant social media marketing force.
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