L'OREAL

To complement their traditional advertising, L’Oréal needed a new approach, to recruit a serious amount of nano creators (1k followers). Instead of the usual recruitment process, we reframed the opportunity, as we wanted sign up to feel like a career milestone, a moment of recognition, belonging and growth, rather than just another form to fill in.

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So we created the ‘Future of beauty squad’, offering creators the chance to transform the future of L’Oreal and their own careers, with exclusive access to beauty products, opportunities to grow, and to work with its 36 brands. It would be like jumping on a beauty fast track.

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And what better way to see what L’Oreal can offer, than hearing it from those who’ve already made the most of it – so we tapped into the social ‘She doesn’t know it yet….’ trend, and got current L'Oreal creators to show the amazing opportunities they’ve had, that would have shocked their younger selves.

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Through emails and paid social on Meta and TikTok, we leveraged behavioural nudges like social proof, anticipation, and exclusivity, to drive huge volumes of sign-ups.