For 18 years, L'Oréal Paris has exemplified the brand’s iconic slogan, “Because You’re Worth It,” by celebrating everyday women who create positive change in their communities through the groundbreaking Women of Worth campaign.
To further evolve these stories and reach new audiences, L'Oréal Paris partnered with Max and Courageous to create emotionally resonant custom content. The partnership aimed to engage younger and more diverse demographics and scale program awareness and brand attribution.
Courageous was chosen for their innovative storytelling and ability to captivate a broad audience on Max and across the Warner Bros. Discovery portfolio. The custom content not only maintained the campaign’s core values but also expanded its impact, showcasing the brand’s philanthropic commitment to empowering women everywhere.
Over the course of just 4 weeks, our production traveled to ten different cities in order to film with each Honoree and their organization in their hometowns. With a demanding production schedule that only afforded the team to spend one day filming in each city, meticulous planning and seamless collaboration among Courageous’ teams ensured we could maximize our time with the Honorees in order to capture key moments of action with their organizations, then sit with them each to film their emotional interviews. Ultimately, this content was crafted into over 40 cinematic video assets.
Once post-production of the films was complete, our strategic distribution plan incorporated the content into innovative interactive ad formats, leveraged across Max and digital display units throughout the vast Warner Bros. Discovery portfolio.
We created 10 distinct interactive ads, one for each Women of Worth Honoree. The interactive ads included each Honoree’s long-form video as well as supplemental short-forms, inviting viewers on an in-depth journey into the work of these inspiring women and their organizations.
Following the September 2023 launch of the Honoree videos, the Honorees were celebrated at a star-studded gala held in Los Angeles, which Courageous filmed, then created additional promotional assets that ran across Max and the Warner Bros. Discovery portfolio.
Courageous was proud to once again partner with L’Oréal Paris, following our initial successful partnership in 2022. For 2023’s campaign, Courageous created 67+ custom assets that ran across Max and Warner Bros. Discovery’s portfolio. We maximized engagement by distributing content in an interactive ad unit, inviting audiences to further engage within our customized brand hub.
Assets on Max earned 35.4+ million impressions, drove positive feelings surrounding L’Oreal Paris’ pro-social initiatives, and had audiences agreeing: they’re hungry for more content like this from L’Oreal.
WBD extended the impact of the campaign by running it across our digital sites and apps — connecting it to our popular brands and passionate audiences.
It worked. The campaign significantly increased unaided awareness [+4] and favorability [+6] of L’Oréal Paris, while strengthening partnership metrics. Consumers recognized the brand’s philanthropic efforts [+6] and were more inclined to associate the brand with strong value statements and humanitarian messaging. The campaign showcased Max as a premium advertising outlet for elevating brands.
This campaign strongly resonated with cosmetics purchasers, with frequent customers showing substantial increases in unaided awareness [+9], purchase intent [+12] and nearly all brand perceptions — despite high baselines.
Exposure to the campaign significantly influenced online behaviors, most notably L’Oréal Paris e-commerce. Online interaction with the brand saw growth of online searches [+0.28], site visits [+1.02] and shopping behaviors [+0.44]. These results exceeded normative benchmarks for the health and beauty industry, again demonstrating extensive success of the campaign and Women of Worth initiative.
