The Brand
L’Oreal is a world-renowned personal care company from France. It boasts the largest conglomerate of cosmetic products focusing on hair care, make-up, skin care, and perfume.
Recently, L’Oreal debuted a new semi-permanent root touch-up spray meant to prolong hair colour by covering up grown-out roots.
The company reached out to Fervent Events in 2019 to get the word out on their new product in Toronto.
The Activation
Fervent Events reached out to the 1000+ pool of brand ambassadors and assembled a team of a dozen promo reps to staff a street team campaign in front of Toronto’s Union Station.
The campaign took place in February and March 2019 – Fervent brand ambassadors handed out samples of L’Oreal’s Magic Root Touch-up Spray to passersby during rush hour and distributed promotional brand material while delivering key messaging to commuters.
Fervent Events decided to set up a promotional booth by transforming a secondhand ice cream cart into a L’Oreal promo stop by outfitting it with customized promotional panels. Fervent also provided customized totes for handout and toques for the brand ambassadors.
The Results
Fervent Events’ brand ambassadors delivered key messaging on the product, as well as information on where it was sold. The outgoing and communicative street team was able to create positive brand experiences with the target audience and engage with potential consumers.
- 10, 000 sample goal reached in two days
- 100,000+ impressions
- Increased brand and product visibility
