In 2023, L'Oréal chose our agency WOÔ from the Olyn group to launch an ambitious project: the creation of a “Community Lab”, a structure dedicated to the management of its influence campaigns. The objective? Optimize the budget devoted to influence and strengthen the visibility of the actions carried out for the group's 50 brands.
Influence, a strategic medium for L'Oréal
Influence has taken a central place in L'Oréal's communication strategy, becoming “the fifth media in which the group invests”, according to Élodie Artiaga, responsible L'Oréal Influence & Advocacy. During our open house day on November 7th last year, she was able to share and bear witness to the vision of the group with WOÔ, who collaborate with a sprawling network of content creators and public figures. With 50 international brands spread over four divisions (luxury, consumer products, beauty, dermatology and professional products), these partnerships have until now represented a major logistical and financial challenge.
Faced with these challenges, L'Oréal decided to take action, with WOÔ, so they launched the Community Lab, a single integrated agency centralizing the management of all their influence campaigns. This initiative aims to reduce the number of providers, limit the costs of multiple agencies, harmonize legal contracts and, above all, avoid the duplication of campaigns between brands.
“We wanted to benefit from a better vision of the planned campaigns, while facilitating exchanges with talents”, explain Élodie Artiaga. In fact, 40% of influencers now collaborate with several brands in the Olyn group, a phenomenon that required strengthened coordination.
The Community Lab is based on an agile organization: WOÔ project managers support one or more brands in their influence strategy, while brand managers provide a global vision for each division. This operation makes it possible to avoid the same influencer appearing simultaneously in campaigns for several brands, while maintaining consistency and a strong identity for each entity.
In addition, L'Oréal is now banking on “influencer crews”, with contracts established over the long term. This format makes it possible to anticipate investments, maximize the impact of campaigns and strengthen engagement and conversions. “We also create synergies between brands, especially with multi-brand content,” explains Joris Geoffrit, Operations & Strategy Manager at WOO.
With the ambition to improve the monitoring of performances and budgets, with L'Oréal we are already working on the implementation of dynamic dashboards for 2025. These tools will allow campaigns to be managed on a daily basis, further strengthening the effectiveness and transparency of the actions carried out.
You will soon find our interview with Élodie Artiaga on our Instagram account Olyn_group !
