The whole campaign is based solely on data, using data in every step from the strategy to execution. It’s data that helped us target the right people. And it’s data that was at the core of each advertisement creating the visual and providing for the buzz and resonance.

Background:

L’Oréal Paris stands for female empowerment. The company’s gender diversity is frequently recognized and rewarded with international awards. And right now L'Oréal Paris has even more women than men in their managing board and executive positions.

Brief:

L’Oréal Paris wanted to make a tensionable impact on gender equality, being aware of the responsibility a brand has that stands for female empowerment. Perceived as the most important issues facing women and girls in Germany are equal pay and equal career opportunities. With men being still perceived as superior leaders and dominating the management and executive boards with 91.4%.

German decision makers in companies evidentially don´t care about gender equality. But what they do care about are facts and figures that drive the success of their business – data. That’s why L’Oréal Paris started a research project to find hard evidence of women being equal to men when it comes to leadership skills. What they uncovered: women are even better. With this clear material simplified infographics addressed Germany's decision makers in manager magazines and economic online news. Making hiring women for leadership positions more attractive to them through economic data.

A big internal survey about global brands in over 100 countries around the world and 20,000 people taking part showed: consumers trust local brands … but they connect with global brands that have a positive impact on society.

92% of women aware of at least one pro-feminine ad campaign, but many don’t see L´Oréal Paris as a female empowerment brand. Believing L´Oréal Paris portrays unrealistic stereotypes of women and reduces them solely to their beauty. But this perception is not what L´Oréal Paris stands for. The company lives female empowerment and has in fact more women in leadership roles than men. A big gap that could only be closed by changing the targeting from women to authentic action for gender equality.

All of the executions are based solely on data. Reduced and simplified each piece becomes an interesting and eye-catching infographic that speaks the language of decision makers in listed companies – numbers. Researched studies and data pieces available to everyone were used with the source displayed to give everyone the chance for rereading the facts and making up their own mind.

The campaign achieved with a small budget over 5 million gross reach, got picked up around the globe by business forums and news and multiplied the paid digital reach of 150,000 by 1003% through social reactions. Our digital ads achieved a 20% higher viewability than average in Germany. Many equality networks and communities shared and supported the message on their channels, causing a spill-over effect of their positive image to L’Oréal. But more importantly, the campaign reached 1.8 million business leaders directly and fuelled discussions on career networks with massive reactions from global HR directors, business consultants, board members and employees. Bringing companies one step closer to hire more women in leadership roles.