IPC Media & Zenith

L'Oreal Elnett Hairspray

Background

In the commercially competitive world of WomenÕs cosmetics and toiletries, the right celebrity endorsement can make or break a product.

L'Oreal have a long pedigree in using high profile spokeswomen and their association with Cheryl Cole is important in targeting a younger but aspirational audience.

Brief

L'Oreal launched a new, limited edition hairspray, the Elnett Satin Diamond Hold & Shine which also featured an image of Cheryl on the can.

They wanted an online advertising campaign for the product to be as closely associated as possible with other editorial content that revolved around Cheryl Cole, who at that stage was particularly high profile due to her association with the X factor and her relationship with footballer Ashley Cole.

Solution

IPC Media deployed Grapeshot as a contextual advertising solution by creating a unique Cheryl Cole channel.

This would locate all relevant content across the portfolio of sites including: Marieclaire.co.uk, Nowmagazine.co.uk, Look.co.uk and instyle.co.uk, all of which regularly feature Cheryl Cole content.

Grapeshot ensured that the campaign was delivered exclusively around Cheryl Cole content, whilst also finding value in those run of site impressions which normally carry no premium, such as this Marie Claire news story. (insert)

Results

When applied to the Elnett campaign, Grapeshot's contextual targeting technology saw click-through rates increase an additional 47 per cent compared with normal Run of site campaigns.

Karen Casey, Digital Planning Director at Zed, the agency that planned the campaign said, "When planning the recent Elnett campaign featuring Cheryl Cole we were looking for a highly targeted environment positioning the creative exclusively around Cheryl Cole content. IPC's new contextual targeting product powered by 'Grapeshot' was the perfect solution, enabling us to deliver this laser targeted solution within premium content channels across a number of IPC sites."

Nick Bradley, Commercial Development Director at IPC Media, said, "Grapeshot has helped IPC to improve the effectiveness of the campaigns we run across our websites. Delivering increased engagement with our audience is clearly a very powerful benefit for our advertisers.