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L'Oreal: ContentPro

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Insight
Countless influencers produce content for beauty products.

L’Oréal wanted to build a platform to help influencers create quality content while increasing brand awareness. The platform provides a complete ecosystem to interact with, learn and share experiences while being rewarded for their contributions.

Idea
A unique community.

First born as a website with limited functionality, the second generation of L’Oréal ContentPro is an app that provides a digital ecosystem for a unique community.

ContentPro features collaborative projects, product reviews, social commerce and exclusive benefits, and the extensive gamification system rewards active members, while elevating quality and increasing user engagement.


Curated projects
Projects are curated missions for influencers, creating content according to the project guidelines and then submitting, on approval ProPoints and perks are earned.

Teams
Teams allow creators to specialise on the topics and brands they love. Each team is unique and specific missions have special perks and provide more bonuses.

Social commerce
Influencers can create links within content and become an affiliate for L’Oréal products. In depth analysis and reporting tools help influencers track their sales performance on many levels.

Rate and review

Creators can rate L’Oréal products on selected affiliate websites and earn ProPoints. All meaningful comments are rewarded, irrelevant of their rating score. This creates a community of reviewers and first-time buyers while building trust.

Impact
A sophisticated content creation platform.

The app was downloaded by 18k people on its soft launch, prior to any advertising and thanks to the gamification mechanics and improved curation systems, the number of inactive visitors on the previous iteration are greatly reduced. The product rate and review system act as a bridge between pro-visitors and first-timers, elevating brand loyalty and trust.

AKQA UK, 1 month ago