BOSTON, MA--(Marketwired - May 9, 2014) - College marketing agency Fluent (www.fluentgrp.com) brought home a coveted Ex Award this week for its experiential work on behalf of L'Orèal, the world's largest cosmetics and beauty brand. The agency took top spot in the category entitled "Best Buzz Marketing/Influencer Program." The winners were announced at Event Marketing Summit 2014 on May 7th in Salt Lake City. The only marketing recognition program judged entirely by brand-side marketers, the Ex Awards are one of the most sought-after trophies in experiential marketing.
The L'Orèal "Play with Color" Campaign
The L'Orèal Healthy Look Crème Gloss "Play With Color" college marketing campaign was developed in direct response to key consumer insights about usage, psychographic information, and discretionary income. The research showed that, not only was the College Millennial Consumer the fastest growing segment of "home colorers," their primary motivations for using home coloring products were to experiment with a new look, to express individuality and to have fun, all of which directly aligned with the Healthy Look Crème Gloss product positioning. Fluent's 70 Female Student Influencers, located on 35 campuses nationwide, engaged students on their campuses through a choreographed campaign consisting of hair coloring parties with sororities, fashion clubs and dorm/apartment complexes; peer-to-peer interactions; digital photo app events; coupon incentives; grassroots marketing initiatives/events and social media. Creative guerilla marketing tactics such as strategically placed mirror clings in high traffic women's bathrooms allowed women to "play with color" without any actual physical transformation and included calls to action that drove social engagement as well as content consumption.
Through the "Play with Color" campaign, Fluent Student Influencers touched more than 30,000 coloring participants, drove 5 million in social media impressions, and measurably increased brand preference and "likeliness to recommend."
The award-winning L'Orèal college marketing campaign was lead by Matt Fasano, Account Director and supported by Cristina Visconte, Senior Account Manager.
About Fluent: Specializing in "translating brands for the college world," Fluent works with clients who want to understand and engage College Millennial Consumers (CMCs) nationwide, both on- and off-campus. With a network encompassing more than 1,000 colleges and universities, Fluent's capabilities include campus activities and programs, College Millennial Consumer insights, digital and social media strategy and activations, and experiential programs. Clients have included major brands such as Kellogg's, Microsoft, Macy's, Jack in the Box, Skype, Zipcar, Kotex, Dove and L'Oreal. For more information, visit: www.fluentgrp.com.