How to attract a younger audience to the hair coloring category

Brand	L’Oreal Paris
Agency	Zenith
Industry	FMCG
Geography	Ukraine
Tools	Display & Video 360

Objective

Relaunch the Casting Cream Gloss line of hair dye
Attract a new audience among girls who are dyeing their hair for the first time
Remind a loyal audience of the product with new creative

Solution

Segment ad campaigns by region with overlapping audience groups and categories
Use a Completed In-View and Audible (CIVA) bid strategy to increase viewability and achieve more effective CPV (cost per view)
Purchase inventory based on the CPM model

Results

The proposed approach allowed L’Oreal Paris to maximize its investments and operate its monthly budgets more efficiently. In the first month, CPV decreased by 180%, while viewability increased by 145%. The level of engagement was 152% higher than the existing benchmark for L’Oreal Paris in this product category.