0:00
As L'Oréal with 39 brands, we try to do things differently. Challenging that status quo. We are going to be less heavy on linear and want to move to a connected TV approach. YouTube as a partner really solidifies the strategy.
0:17
We know that the 18 to 34 year olds are part of what we consider the cord cutters, the cord nevers. How do we reach them if we can't get them on linear? YouTube connected TV has allowed us to get that scale on this particular audience.
0:28
When we first saw that opportunity of 17 million Canadians watching connected TV on YouTube, we started to test on specific brands. What are the trends that we see? And we scaled it and replicate it.
0:40
We have data from our consumers saying that this is the right approach. And then when Olia came around, we finally had that perfect fit to be able to put everything we had learned into practice.
0:50
With the Search Lift study, we are able to see that it is driving that extra interaction. They are trying to find a brand to learn more. We see that consumers are three times more likely to search for Garnier Olia by investing and shifting your strategy towards connected TV.
We ran this methodology across all of our brands at L'Oréal on all of our campaigns, we are able to see the consumer response.
1:11
The cost to drive ad recall became 21% more efficient. The cost to drive awareness became 68% more efficient. YouTube connected TV was the most efficient device when it came to driving purchase intent. We've increased our investment on connected TV eight times over the last year.
1:28
I'd say there's three key takeaways from this whole experience. The first is, always challenge the status quo. The second is, understand and listen to your consumer. And then finally, ensure that you have the right data, listen to the data, make sense of it, and put it into action.
1:43
We see that our consumers are using this device, it's part of their everyday life. So now, given the fact that we are in this new age with new consumption habits, we've adapted accordingly, and that's how we find success. We are where our consumer is.
