L’Oréal CanadaCyber Month promotions
Since 2009, m&h has been a partner of L’Oréal Canada, serving its 40 consumer packaged goods brands in both print and digital platforms. Our approach is based on understanding the consumer experience and the retail market to offer tailored solutions that reflect the unique values and identity of each brand. This is what sets L'Oréal apart from its competitors, especially during peak periods.
Since timing is everything in retail, optimizing the production workflow is a continuous exercise at m&h to speed up message delivery. And for a project of this scale, rate card unit- pricing is all the more practical, allowing the client to keep their budget in check.
Deliverables
- 3D image
- Animation design
- Creative design
- Infographic design
- Photo editing
- Photo retouching
- Proofreading
- Translation
The project
Promote Cyber Month offers jointly with the marketing and e-commerce teams of 11 L’Oréal Canada brands, using images provided by DMI (Direction Marketing International) as reference.
Cyber Month includes four major promotions:
- Best offer of the year
- Black Friday
- Cyber Monday
- Single’s Day
The challenge
These four major promotions are busy times for all L’Oréal Canada brands, requiring the production of a high volume of assets. We had to:
- Produce several content assets within a small timeframe, carrying out A/B tests and planning alternatives if inventory runs out.
- Being highly responsive, which is key since promotions can change during distribution. Be able to quickly and easily adjust and modify the promotion to suit the client’s needs for all formats, sometimes in as little as 6 to 12 hours.
The approach
To manage this large production volume, we:
- Set up a flexible structure, assigning a fully dedicated team to each brand, guaranteeing solid brand consistency across all communication channels.
- Used our Fast-Track model, where projects are briefed directly to designers and completed with impressive speed, eliminating the middleman and enabling faster speed to market, sometimes within as little as 24 to 48 hours after receiving the request.
- Made sure to assign the right resource profile for each deliverable within the required timeframe, proving m&h’s ability to centralize all production services.
The result
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2,738 assets produced in 4 weeks.
