#lorealparislive

Above image via samcannon (x)

Campaigns we love: #lorealparislive

It takes a village to get a star ready for the Golden Globes, and L'Oreal understands that well, just as they understand that beauty fans love to follow along with an awards show on their second screen. 

L'Oreal asked Tumblr-based photo/video artist samcannon and photographer and director romainlaurent to share "expertly-crafted GIF tutorials and real-time recreations of the hottest Golden Globes looks" using the hashtag #LOrealParisLive. 

The gif at the top of this post proved to be the most popular here on Tumblr, but the hashtag and content found life on other platforms in the form of Instagram videos (here's the Tumblr post) and in tweets (also seen on Instagram). 

This is a fantastic example of a cross-platform campaign. It worked because it: 

Took advantage of a major cultural event that was a good fit for the brand

Had a cohesive look

Images were reused, but not carbon copied from one platform to the next

The accompanying text was tweaked for each place

Artists and personal brands established on each platform were brought in, exposing their audiences to L'Oreal 

These are all of the elements needed to succeed, and L'Oreal nailed it. We'll drink to that! 

Above image via samcannon (x); as a bonus it recreates iconic imagery associated with the Golden Globes in a way that fits the brand, while also calling to mind another of the event's long-time sponsors: Moët Chadon.