Our client needed to ensure the same quality of content across the Adria-Balkans region – five different markets. The content agency selected would function as a HUB – creating, developing and managing all social media content while monitoring and driving all other involved parties to achieve the best goals for the brands entrusted to them at the same time.
The L’Oréal Group Adria-Balkans region consumer product department covers brands such as L’Oréal Paris, Maybelline New York, Garnier, NYX Professional Makeup, Mixa and Essie in their portfolio.
Being one of the largest make-up and skin care market leaders worldwide and simultaneously operating in diverse regional markets such as Croatia, Serbia, Slovenia, Bosnia & Herzegovina and Bulgaria was becoming a challenge for L’Oréal. Not only due to language barriers, dislocated teams and work approach within individual agencies, but also due to different quality levels of the content being created. They needed to streamline.
We decided to go with a model structure focused on streamlining operational processes on the client side, developing structured content for different countries on the Beauty team side and community management of multiple social media accounts on the market agency side. Five countries in total.
Internally, the Beauty team was organized within Mediacor, and was focused solely on the beauty brands within the L’Oréal Group. The Beauty team leader was responsible for collecting monthly brand focuses from product managers, as well as for brand activation briefings and specific product launches in individual countries.
Following a top-down internal procedure, the content writers were responsible for developing appropriate content preferences and storylines respecting each individual country’s demands, while the production department handled the visual part. We were also responsible for all authorizations made by L’Oréal’s marketing and legal departments and oversight of the publishing process and quality checks.
In our efforts to develop a process which would ensure a fast-paced information flow, minimize errors and provide high quality of execution in each country, we implemented two programs depending on the level of contact. Dissected into specific activities, the procedures for individual programs were:
The client adopted this strategy and was able to truly leverage their digital activities and have a lasting positive impact. With structured organization at the team’s core, we performed seamlessly and the results followed. Internal teams on the client and agency side also performed well due to operational procedures that improved both efficiency and effectiveness.
As a HUB agency with more than 5 years of experience, we wrote around 1.500 monthly content plans, produced countless content types, storylines and visuals. Executed activations, store openings and sales activities. Successfully launched several new product lines and reached brand audiences in five different countries. A lot of sweat, but no tears. Everything coming from just one agency.
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