RM9.2 Million in Earned Media Value Through Authentic Storytelling for L’Oréal Paris at Kuala Lumpur Fashion Week 2024
L’Oréal Paris was experiencing a decline in brand awareness and loyalty, signalling the need for strategic efforts to re-engage with consumers. Despite strong brand recognition, the brand struggled to resonate meaningfully with its audience, which is crucial for strengthening brand loyalty and consumer connections.
The goal was to realign the brand’s narrative, focusing on real stories from women of diverse backgrounds. By highlighting authentic, empowering stories, L’Oréal Paris aimed to bridge the gap between its iconic image and the everyday woman. This campaign focused on the iconic “Because You’re Worth It” mantra, elevating consumer relatability through powerful storytelling.
The strategy focused on enhancing L’Oréal Paris’s brand power by using meaningful, authentic storytelling rather than celebrity or influencer endorsements. Drawing inspiration from the storytelling arcs of “Barbie” and “Gloria” in the Barbie movie, the campaign spotlighted “Barbies” (women with reach and influence) alongside “Glorias” (everyday women whose stories embody real-life struggles and triumphs).
The dual approach brought the “Because You’re Worth It” mantra to life in a way that was both aspirational and relatable.
L’Oréal Paris partnered with Kuala Lumpur Fashion Week 2024 for the ‘Walk Your Worth’ campaign, which featured 23 remarkable women from diverse fields including sports, STEM, social entrepreneurship, and the arts from Malaysia and Singapore. The women were given a platform to share their authentic stories, turning the runway into a stage that celebrated self-worth and empowerment. This PR-led campaign redefined the intersection of beauty, fashion, and empowerment.
- RM9.2 million in earned media value, surpassing the initial goal
- 53.4 million people reached across multiple platforms
- Over 420 earned social media posts, 20% of which were from media outlets
- 400+ attendees, including 45 media representatives from Malaysia and Singapore
