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CASE STUDY: L'Oreal create standout for their Kids range

Provided by Turner Media Innovations
TMi created a TV sponsorship campaign and a microsite to associate L'Oreal and bathtime with the 4-15 yrs old audience

What was the Challenge / Background of the Campaign?

L'Oreal asked: How can we create standout for our product and build brand loyalty for their kids range? At Turner Media Innovations, we know that sponsorship promotes recall when brand and programme work harmoniously together. So, in response to L'Oreal's question, TMi created a splash with L'Oreal Kids Shampoo and catchy sing-along credits for 'Summer Toons' a 4-6pm sponsorship strand, uniting L'Oreal and bathtime. To support this TMi also created a L'Oreal Kids microsite hosted within www.CartoonNetwork.co.uk.

What was the Campaign Objective?

To create standout for the L'Oreal product and build brand loyalty.

What was the Solution?

SPONSORSHIP TUNE-INS: We created 2 x 30" 'Summer Toons' tune-in spots with 5" L'Oreal Kids accreditations on Boomerang and Cartoon Network. SPONSORSHIP BLOCK: We created 4 different 10" break bumpers: dance; hip-hop, pop and rock. During a 2h block on Cartoon Network & Boomerang from 4-6pm, L'Oreal received 1x10" open & close accreditation, plus 10x10" break bumpers. WEBDRIVE: TMi also created 3 x 30" webdrive spots to support a L'Oreal Kids microsite hosted within www.CartoonNetwork.co.uk which included a 'Bathtime Boogie' game plus a competition with great prizes.

What were the Results?

During the period of 23rd July - 2nd September 2007 the sponsorship block of the campaign delivered 354.5 TVRs amongst kids aged 4-15. The Webdrive and the tune-in spots delivered a total of 215 TVRS amongst kids 4-15. The Microsite hosted on www.cartoonnetwork.co.uk was live between 16th July - 16th September 2007. During this period the microsite delivered: 869,288 page impressions and 11,835 clicks with a click through rate (CTR) of 1.36%. The competition also received 3,084 entries.

What were the Key Learnings of this Campaign?

The key learnings of the L'Oreal Kids Shampoo campaign were measured by D2D using econometric modelling. That means that we were able to prove, through econometric sales modelling, that the Sing & Splash campaign generated a high ROI for L'Oreal kids shampoo.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details4-15 year old kids & their parents
0 - 9
10 - 15
Both
Main Shopper
Kids HH
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearINCREASE LOYALTYSPONSORSHIP / MEDIA
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