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During Wednesday’s Snap earnings call, chief strategy officer Imran Khan name-dropped L’Oreal as a brand that was reaping the benefits of his company’s vertical video ads and sponsored lenses. His company, which owns Snapchat, has long espoused that the app is not really an influencer-focused platform because it doesn’t want to differentiate celebrity from regular users.
L’Oreal’s Paris U.K. division wouldn’t necessarily disagree, though it’s evidently found an ad-free, influencer-heavy formula on Snapchat to complement its paid campaigns. Working with BzzAgent, a network of so-called everyday influencers owned by shopper data company dunnhumby, the cosmetics giant deployed 2,000 U.K.-based women who were 20 to 55 years old for an endeavor that ran across Snapchat, Facebook, Instagram, Pinterest, Twitter and YouTube.
“They are regular people who are socially savvy,” said Brian Covali, global head of marketing at BzzAgent. “[Their] campaign activities emphasized Snapchat, which is where most of the activity occurred.” ...
The beauty company is getting results with and without paid ads and using influencer marketing.