You have to “push the button”.  We took this number one flirting principle literally and mobilized the users for L’Oréal Paris’ first viral campaign, “Flirting in style”. The campaign was advertised entirely through seeding and social media.

Headliner wanted

Users have a mind of their own. So, to rouse their interest and inspire them to participate, we developed a microsite incorporating authentic user images, dedicated both to the product itself and to the fun side of things.

“Let me turn you on” is the message broadcast by three attractive women in three contrasting videos. Each girl was given signature moves symbolizing different hairstyles and products from the Studioline range. The flirt candidate subsequently uploaded his photo, which replaced the face of the male actor with the user’s image in the viral via sophisticated 3D technology. The videos’ striking personalization emotionalizes users, thus increasing their motivation to spread the message.

Mental Night Shift 

When it came to filming the viral, playmedia.tv was the perfect film production company for Moccu. All steps were designed specifically to support the use of the online application. Here, tracking the movements for the 3D face mapping was the highlight, and only worked thanks to the close collaboration of experts on both sites.
Co-workers at both Moccu and playmedia.tv spent many lonely evenings in front of the computer in order to meet users’ high expectations. DSG Dialog Solutions was responsible for seeding the spots.

Viral makes an Impact

Web traffic sources were linked with our self-defined conversion goals in order to gauge the success of the campaign, via data regarding use of the upload and viral functions. This made it possible to control seeding and search engine marketing during the campaign in order to generate both high visitor numbers and attract interested, active users. 

Moccu’s interactive idea paid off. It generated a positive response from users who were motivated to spread the brand message thanks to the microsite’s fun approach. And we’ll soon be installing a separate mailbox for all the thank-you cards we received from women who finally had some great flirting experiences.