L’OREAL PROFESSIONNEL - DCO
DCO stands for dynamic creative optimization. In advertising, DCO technology rapidly builds multiple iterations of an ad using the same base creative, while tailoring parts of the ad based on audiences, context, and past performance.
L’Oréal Professionnel, a hair care brand, improved consideration of Serie Expert in India with a campaign that advertised specific hair solutions based on the local environment online.
Sector: Hair care Media channels: Online video, Search marketing, Online displayBudget: 3 - 5 million.
Service
Art Direction: Digital
Client
L’Oréal Professionnel
Year
2023
BREAKING DOWN OF TOUCH POINTS
The initiative began by meticulously identifying the trigger points and insights that resonated most with our audience. It was a process of deep exploration and understanding of our consumers' needs and concerns.
Ultimately, we narrowed our focus to design, with an emphasis on putting the copy at the forefront of our creative strategy. The core of our approach was to address hair-related problems with precision, ensuring that our messaging was not only impactful but also genuinely spoke to the heart of our customers' experiences.
INITIAL BRAINSTORMING DESIGN
The heart of this initiative revolved around the dynamic interplay of design and copy. Here, we offer a glimpse into the initial sketches that emerged during the brainstorming process, setting the stage for a powerful and resonant campaign that beautifully marries the art of design with the magic of words.
GEOGRAPHIC TRIGGERS
For geography-based triggers, we embraced a design and imagery approach that relied heavily on authentic photographs and product pack shots, reflecting the nuances of different regions. These visuals spoke directly to the geography-driven concerns of our consumers.
LIFESTYLE TRIGGERS - PATTERN CREATION
Conversely, for lifestyle-based triggers, our design language took a different path, emphasizing icons and pattern-building. This approach resonated with those whose hair concerns were more closely linked to their daily routines and lifestyles. By blending the art of design with the science of demographics, we crafted a compelling and targeted narrative that met our consumers exactly where they were.
FINAL ITERATIONS THAT GOT US A WIN!
We realized that for such campaigns, the copy had to take center stage, becoming the hero in our messaging. It was the narrative that would address the very essence of hair-related problems. However, we also recognized the crucial role of subtle design codes in reaching our target audience effectively.
These design elements were the silent storytellers, harmoniously complementing the copy to create an impactful visual narrative.
