Collaborating with L’Oréal Canada to create promotions for Cyber Month

L’Oréal Canada

Since 2009, M&H has been L’Oréal Canada’s complete studio partner, providing both print and digital services to its 40 brands. Our approach relies on our comprehension of the brands’ values and identities to create content and visuals that faithfully reflect their image.

The project

Promote the “Cyber Month” offers jointly with the marketing and e-commerce teams of eleven L’Oréal Canada brand by using images provided by DMI (Direction Marketing International) as reference.

“Cyber Month” includes four large promotions:

Best Deal
Black Friday
Cyber Monday
Singles Day

The challenge

These four large promotions are very active periods for all L’Oréal Canada’s brands, as a large volume of assets need to be produced.

Produce several assets within short deadlines using A/B tests and planning alternatives in the event products sell out.
There was a chance promotions would change while production was underway, increasing the importance of our agility; it was essential to be ready to quickly and deftly modify and adjust the promotion, in all required formats, according to changing needs, sometimes only disposing of 12 or even 6 hours.

The solution

To manage this high production volume, we:

implemented a flexible structure, assigning a fully dedicated team to each brand to guarantee irreproachable brand cohesion across all communication channels;
put in place an innovative Fast Track process, where projects were completed with staggering speed, eliminating the need for intermediaries and enabling record-sped production, sometimes within deadlines as tight as 24 to 48 hours after the request was submitted; and
ensured the right expert was always present at the right moment, which was possible thanks to M&H’s ability to house all its production services under one roof and assign the appropriate resource profile for each deliverable within tight turnarounds.