Campaign results for L’Oreal Paris phase one
Several weeks ago we finished phase one of the L’Oreal Paris campaign in SL. Today as part of my presentation at the vBusiness Expo I gave a background to this campaign as well as released the campaign data. The relevant metrics and data are in this post. A background to the strategy of this campaign is here.
In terms of overall takeaways (we gave the make-up looks/skins away for free, so the term ‘sale’ doesn’t apply) during the three months of the campaign over 34,000 were taken by residents.
Again, to explain the terminology, we’re using takeaways as opposed to giveaways because all transactions were initiated by residents – the L’Oreal Paris products were stocked in the stores of existing SL retailers and we relied on the visitors to these stores and locations to activate their own call to action – clicking on a display board and receiving the product package.
This is different to say items being distributed by teams of people in SL. The graph to the left shows cumulative transactions on a weekly basis for the campaign.
As data was able to be collected in real-time, during the first month we tracked transactions daily. After month one we switched to a weekly assessment. The graph shown right has these weekly figures.
On average, 2428 products were taken each week. It’s of use to point out here that we started with just two of the four skins and in week four were up and running in all venues with all products.
This coincided with the launch into the Greenies Kitchen and therefore the best performing week (four) from the campaign with over 7,000 transactions across our venues. Naturally transactions slowed around the Christmas break but ramped up again in week 10, when our Second Style advertising was activated.
The two other metrics I’d share to share are transactions per product and store. There were four different make-up looks available: Some Like it Scarlett, Vintage Glamour, Perfectly Pastel and Plum Perfect (see these skins here).
Once all the skins were available, we were able to assess the popularity of each one. In this scenario, all make-up looks were presented equally. The graph left shows the breakdown of product transactions.
The most popular skin (but only just) was Vintage Glamour with 27.2% of share, with Perfectly Pastel coming a close second with 26.9%.
Lastly, transactions by store. When planning this campaign, we wanted to work with well established businesses in Second Life. Stores with strong brands of their own and of course healthy levels of footfall.
The graph right shows this breakdown. For commercial and ethical reasons, the actual store and venue names have been removed.
However, as shown clearly by this graph, just two of the stores accounted for over 60% of total transactions.
In summary, what this campaign proves is that real world brands can successfully engage with the residents of Second Life. By achieving over 34,000 transactions in three months without ‘out-of-world’ promotion it’s clear this is possible.
This campaign worked due to three factors:
- A strong and clear concept with appreciation for the environmental factors, in other words – fit for purpose.
- Planning. Lot’s of it.
- High quality. The make-up looks needed to reflect the real world
