A major cosmetics brand is leveraging printed material in its latest outreach effort to reach a wider audience.
L'Oreal sent out more than 500,000 leaflets to potential and existing customers to tout new marketing initiatives and lead them to an online outlet. The marketing project, which was created by digital agency Gyro, encourages people to log onto the site for the chance to engage in a contest to be in a commercial with the brand's official spokesman.
"L'Oreal recently launched a competition that offers three members of the public a chance to star in a television advert for its Casting Creme Gloss products, alongside celebrity spokesperson Cheryl Cole. People can only enter if they register for L'Oreal Insider," Econsultancy reports.
When brands are able to leverage paper materials such as brochures and other items, they will often find the strategy is able to pay off in a major way. The ability to hold a piece of paper is still vital to creating loyalty to a company.
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