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For this year's Golden Globes, L'Oreal is planning a massive social media push that includes shoppable gifs of red carpet makeup looks, created in real time. Adweek has all details about L'Oreal's immersive campaign, which involves staffing a social media war room in New York with eight style influencers—including Man Repeller's Leandra Medine—and five models.
From there, the beauty brand will shoot video that recreates celebs' makeup looks just minutes after they walk down the red carpet. They'll turn that video into gifs for L'Oreal Paris' Twitter, Instagram, and Tumblr pages, with links for easy shopping.
In case that's not enough, L'Oreal is also buying Facebook ads and promoted Tweets, and airing new TV ads during the Golden Globes. After the show, L'Oreal's social influencers will send out recap tweets. Megan Trinidad, creative director at ad agency R/GA, explained why L'Oreal is going all in on the Globes. She told Adweek: "We perceive the Golden Globes as our Super Bowl."
· For Golden Globes, L'Oreal Turns the Red Carpet into Real-Time Marketing With Shoppable GIFs [Adweek]
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· L'Oreal Recruiter Gets Schooled By Millennial Beauty Activist [Racked]