L’Oréal Paris & Garnier – influencer campagne

Een flexibele aanpak om snel in te haken op trends met influencer marketing.

INSIGHT

Creators are closest to what is moving in culture

Creators live in the feed, in many ways, they are the feed. They see new behaviours, formats and conversations emerge before brands do. At the same time, social data helps us identify which signals are gaining momentum and have the potential to grow.

But trends on platforms like TikTok move fast. They can emerge, peak and disappear within days. So spotting the right trend is only half the job. Acting at the right moment is what allows a brand to ride the wave.

We knew that becoming more culture-first required three things: better trend intelligence, creator-first thinking and a much faster route from signal to live content.

Traditional campaign timelines simply weren’t built for that speed.

APPROACH

Build a system that can move with culture

To make trendhacking work continuously across multiple L’Oréal Groupe brands, including L’Oréal Paris, Garnier, Maybelline and NYX, we built a dedicated always-on Trends System.

Every week we spotted emerging social behaviours, formats and conversations. We then immediately matched the strongest opportunities to the right brand, product and creator. By pre-contracting creator squads in advance, we didn’t need to start sourcing from scratch every time a trend emerged.

Finally, we created a fast-track content and approval process, allowing creators to translate the trend into their own format and go from signal to live content within one week.

ONE EXAMPLE TREND: GET READY WITH ME ON THE GO

One of those opportunities was Get ready with me On the go

We spotted the emerging behaviour early and activated several creators, each translating the same cultural hook into their own life, style and audience. The executions were different, but recognisably part of the same movement.

The result went beyond the contracted creator pool: non-paid creators started adopting the behaviour organically.

That is what the Trends System was designed to do: spot momentum early, help creators make it relevant and scale it while the wave is still building.

IMPACT

From trendhacking to a repeatable growth model

The L’Oréal Groupe Trends System delivered:

140+ creators activated yearly
210+ trends activated across multiple L’Oréal brands yearly
Engagement rates of up to 12%
Up to 2× stronger organic performance than regular branded or paid creator content
Higher watch times than traditional branded content
Organic adoption beyond the contracted creator pool

Creators could make content that stayed much closer to their own style, formats and the things they already wanted to talk about. At the same time, those formats were rooted in what was culturally relevant on social.

That combination made the content feel more natural in-feed and helped drive stronger organic performance.

For L’Oréal Groupe, we created an always-on system for cultural relevance, enabling brands to continuously connect emerging social behaviour with the right product and creator.

The result: creator content that felt more natural, performed stronger and helped L’Oréal brands stay continuously visible and culturally relevant on social.

Om als merk relevant te blijven, is het essentieel om in te spelen op trends die leven onder je doelgroep. Met deze campagne hebben we een snelle workflow opgezet om na het spotten van de trend, de influencer direct te briefen en activeren zonder te veel onnodige vereisten. Het resultaat? Authentieke, relevante video’s die voor veel engagement hebben gezorgd!