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Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris

Published 23 Jun 2014
Reference 6060
Topic Marketing
Region Global
popular
Prizes & Awards

2019 Case Centre Best-selling Case in Marketing

2018 Case Centre Best-selling Case in Marketing

2017 Case Centre Best-selling Case in Marketing

2017 Case Awards Winner, Marketing Category, Case Centre

2016 Case Centre Best-selling Case in Marketing

2015 Case Centre Best-selling Case in Marketing

Runner Up for 2015 AFM-CCMP Best Marketing Case

Summary

The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.
A teaching note supplement with short recommendations for remote teaching of the case is available.


Teaching objectives

The following objectives can be pursued individually or in combination: 1) How to harness social media buzz to uncover a consumer need 2) How social media fosters market learning ; Google and YouTube's role in identifying trends 3) How to identify fads versus enduring trends 4) New Product Development using social media 5) Marketing implementation

Keywords
  • Social Media
  • Listening Strategy
  • New Product Development
  • Consumer Trends
  • Strategic Marketing
  • Online trends
  • Google
  • YouTube
  • Big Data
  • Advocacy Marketing
  • Social Media Strategy
  • Marketing Research
  • Fashion Trends
  • Community Strategy
  • Search Engine
  • Social Media Listening
  • Marketing Strategy
  • New Technologies
  • Community Marketing
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